Posted on August 20, 1999
=================================================== The Add Me! Newsletter *** ISSUE #53 *** "Free tips for promoting your website and business" Add Me, Inc http://www.addme.com The Newsletter is only sent to the users of Add Me! =================================================== ...THIS WEEK'S ARTICLE... Cool Tricks for Keeping Track of Your Internet Marketing ........................................................ August 20th, 1999 *** ISSUE #53 *** ........................................................ Message from our sponsor: ============================================================ IMPROVE YOUR SEARCH ENGINES RANKING! Boost your search engine ranking with link popularity. Most search engines count links to you from other sites. Get free reciprocal links pointing to your sites in five minutes. Simply upload our links page and link to it. Your site will be added to the list for others to use. 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Cool Tricks for Keeping Track of Your Internet Marketing ================================== by Mark Joyner CEO, Aesop Marketing Corporation You publish a website. Your promote like crazy. Things are happening, but you really don't know why. You know that something you are doing must be working, but you're not sure which of the 1,000 campaigns you ran last month are really paying off. Does that sound like you? A surprising number of Internet marketers I speak to don't have a clue when it comes to tracking their results. Many of them that analyze their logs still don't use all of the easy tools at their disposal for keeping track of where their traffic is coming from. If this *is* you, don't feel bad. We've *all* been there. Now, assuming that you are analyzing your logs and doing so with a tool that will tell you the path people travel through your site (if not - start now), then you are faced with these two tricky problems: 1. How do I track the effectiveness of my email campaigns? You'll notice that a great number of hits to your site are "no referrer" traffic. That is, people that found your site either by reading an email or just typing in your URL. 2. Knowing that not all hits are equal (a visitor from one site may be more likely to buy than one from another) how do I know which hits are generating sales for me? ============================================================= When was the last time someone asked you for computer advice? When are you planning to upgrade to a Pentium III system? You can EARN from the advice you give AND claim a Pentium III for $699 or get a Cyrix M II-333 for FREE at Handtech.com. Details at http://www.enlist.com/cgi-bin/re/handadd ============================================================= These two problems can both be solved using a simple tracking method that requires no scripting. The only tool you need is your log analysis tool which I hope you already have. To explain the utility of this tool let me tell you a story about a friend who tried to do this the hard way. He set up individual pages for each of his promotion efforts. That is, every time he tried a new form of promotion he created a copy of his website and linked his new promotion to it. Needless to say, this took a long time. He spent hours creating mirror sites. Hours he could have been spending promoting! When I told him this trick he didn't know whether to thank me or kill me. He was so embarrassed that he hadn't thought of it. The first step to this technique capitalizes on two little know features of HTML: Fact 1: Whenever you add a ? to the end of a .htm or .html page, it has absolutely no effect on the page that gets called up. That is, if you were to write: http://www.killertactics.com/index.htm or http://www.killertactics.com/index.htm?campaign1 The exact same page will come up. Go ahead and try it now. Pretty cool, right? WARNING: You have to append this ? after the name of an HTML file. It won't always work if you do it at the end of a domain name (unless your server supports it or you have special scripting - which is what we're trying to avoid - you want something universal and easy, right?) Fact 2: Even though the same page is served when you do this, your server logs treat them as two different pages! So, every time someone clicks on that special URL you will be able to know without question. Now, how can you use this in your marketing? A *great* many ways, but let me touch on some of the most important ones. By the time we're done you'll be on fire with new ideas for your marketing. Here are a few to get you started: 1. Email Remember how we talked about the problem of tracking email campaigns? This is the solution. You simply create a unique code for each email campaign you have (no, I don't mean spam - I'm talking about legitimate OPT-IN marketing here) and then track the results in your log files. This will not just tell you how many clicks the campaign generated - it will also give you a good idea about how many people ordered as well. That is, you look at your report of "paths traveled through site" and pay attention to the path people took as a result of that particular campaign. For example, if you see many instances of: (The numbers show the order in which people viewed your pages - this is the "path traveled through site".) 1. http://yoursite.com/index.htm?ad1 2. http://yoursite.com/page1.htm 3. https://yoursite.com/order.htm And relatively fewer instances of: 1. http://yoursite.com/index.htm?ad2 2. http://yoursite.com/page1.htm 3. https://yoursite.com/order.htm Then it is safe to assume ad1 is more effective than ad2 *even if ad2 brought in more raw traffic*! Remember, not all hits are equal, right? ============================================================= When was the last time someone asked you for computer advice? When are you planning to upgrade to a Pentium III system? You can EARN from the advice you give AND claim a Pentium III for $699 or get a Cyrix M II-333 for FREE at Handtech.com. Details at http://www.enlist.com/cgi-bin/re/handadd ============================================================= 2. Banner Campaigns The same principle applies here. Just give each campaign a unique code and you will be able to track the effectiveness exactly as you have above. WARNING #2: This is not a perfect system. You need to look at your actual number of orders and see if there is some congruence between your number of order page visits and your number of orders. Also, there is a more effective way to track this. Simply get some referral partner tracking software and assign a different referral code to each campaign. Then you will know without question that the order came as a result of the campaign. However, referral partner software can be difficult to set up if you're not a CGI wiz and the best systems aren't cheap. What I'm offering you here is an inexpensive way to track your campaigns that only requires: a. Your Imagination b. A Log File Analysis Program Can you think of some ways to immediately apply this technique to your marketing today? I challenge you to take the rest of the day refining your marketing effort using these techniques. You will be delighted at the new insights you are shown. I bet you will be surprised to find out which of your campaigns are winners. ----------------------------------------------------------- Article by Mark Joyner, CEO of Aesop Marketing Corporation and creator of 1001 Killer Internet Marketing Tactics - a *must have* tool for anyone serious about doing business on the Internet. Do yourself a favor and check this one out today: http://www.killertactics.com ----------------------------------------------------------- This newsletter is sent to you as part of the free Add Me! submission service you have used recently. If you have missed previous issues of the Add Me! Newsletter you can find them at: http://www.addme.com/previous.htm The contents of this newsletter do not necessarily reflect the opinions of Add Me, Inc. Add Me, Inc makes no warranties, either expressed or implied, about the truth or accuracy of the contents of the Add Me! newsletter. We want this newsletter to be the best one around. If you have suggestions, ideas, or feedback about this newsletter, feel free to email us at mailto:firstname.lastname@example.org If you know someone that could be interested in receiving this high quality newsletter, feel free to forward this email to that person. Interested in writing an article for this Newsletter? 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