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Marketing ROI: Measuring Web Action (PDF-794 KB)

Producing appropriate action is one of the central challenges of business-to-business marketing communications. Once you have created awareness, interest, and desire for your company, your brand, and your products, you'll want to focus your efforts on getting interested prospects to step forward. The good news is that converting a prospect into a live sales lead readily lends itself to ROI measurement.

One of our clients was expanding into new markets with new products. They wanted to know if new prospects responded to the same calls to action as traditional customers. Bigger picture, they wanted to know what the most compelling calls to action were across the board, so advertising and other marketing communications tactics could be made even more effective. Using web destination pages with multiple calls to action, and using a popular web measurement utility, we were able to analyze the behaviors of many thousands of web visitors to hone in on the most popular calls to action, by product and by market. The result? More targeted messaging, more leads, and better leads.

Following an acquisition of well-known brands in a mature market, a major manufacturer gave us the objective of rebuilding the brands and demonstrating their support and commitment to a nervous dealer and end user base. This effort succeeded based on dealer behavior and market share, but measurable response was low. Based on revised objectives for the second year of the program, we developed a new mix of traditional and online media, driving prospects to the web where we could track action. Measurable actions increased from a rate of less than ten per month to about 250 per month across the product line.

Literature costs were skyrocketing as a rapidly-growing B2B company expanded its channels and end user markets. The marketing budget couldn't keep up. Our client needed to find ways to reduce costs and improve control while continuing to provide good service to its channel members and interested prospects. We implemented an online literature-ordering system [link to our lit ordering pdf] to handle PDF downloads by casual users, single-copy requests from traditional “inquiries,” and bulk fulfillment for channel members. By directing all literature “actions” to the web, the company realized savings in printing, fulfillment and mailing/shipping costs that paid for the system well before the end of its first year of operation. Plus the reporting data provided valuable metrics to help manage the literature fulfillment process.

Anecdotal Information
The following anecdotal information shows the benefits of campaigns designed to produce action on the web:

• A recent campaign to a key specifying community helped a client garner 900 signups for a new monthly e-newsletter in 60 days.
• Implementing a web destination program in a supposedly mature market produced measurable response of more than 7,000 incoming visits and 4,200 outgoing actions to the web site in its first full year of implementation.

Get Web Prospects to Take Action

Designing your Internet site and individual pages to move web prospects to action requires careful consideration and a solid web strategy. Let us help you find ways to produce action on the web.