ROI Tracking 101 With TrackPoint

By Eddie Machaalani

Search results -- also commonly referred to as organic or natural search results -- are a type of marketing which you don't need to pay for. These occur whenever someone performs a search on a search engine such as Google or Yahoo and your website appears in the results.

Whenever a user clicks on this result and is taken to your website, TrackPoint tracks exactly what the user searched for and which page of your web site they landed on.

By being able to see which search results and search engines are generating traffic, sales and/or leads, you'll be able to better optimize your site to improve your search engine results for those keywords. You will also be able to use those keywords when setting up your PPC ads.

For example, if you're running an online flower shop and you're receiving a lot of traffic for the keywords "Dozen roses sydney" then it would make sense to feature your "Dozen roses" package more prominently on your site, thus increasing your chance of conversion because you now know exactly what the majority of your visitors are looking for.

As well as letting you know which sets of keywords are performing the best, you can use TrackPoint to find out which search engine is generating the most leads. Here's an example:



Notice that Google and Yahoo bring in roughly the same amount of traffic, but Google visitors seem to purchase a lot more than those from Yahoo. My experience tells me this is because Google visitors are generally more tech savvy than Yahoo users and my product requires a more tech savvy individual to use it.

This data shows me that if I were to hire a search engine optimization expert, I'd want them focussing on the Google search engine rather than the Yahoo one. It also tells me that I should spend my PPC dollars on the Google search engine instead of the Yahoo one because ultimately that's going to bring in more conversions, which means a better bottom line for me.