PW – 26.04.07

In a recent conversation with one of the media agencies we work alongside we talked about the increasing cost of running search marketing and how, for some clients, the increase in their average cost per click was starting to hurt.

Equally on a lot of the IFA facing web sites we deal with availability (and therefore price) is becoming an issue.

This is leading us more and more to work with clients not just on the traffic generating aspect of their marketing but on improving conversion rates once a user arrives at a site. The value of analytics (telling you what people do o your site) and usability (why they do the things they do) comes in improved conversion rates. A small increase in conversion rates massively outweighs a small decrease in CPC or CPM for banners.

Perhaps, because usability and analytics often sit outside the marketing function they are not considered as often as they should be. However I’ll keep banging the drum for them with our clients and would encourage you (whoever you may be) to do the same.