Clicks are People, Too

Posted on July 27th, 2010 by Larry Chase

Everyone who looks at response rates is acutely interested in how many clicks a given offer yields.

But, behind those clicks are people with their hands on the mouse. Some of those people are at the top of the sales funnel. Some are ready to buy, and some are your competitors.

You could easily say, “Not all clicks are created equal.” It’s helpful to create “personas” for each segment you can identify. Each segment comes with different agendas.

Naturally, the most sophisticated way to track clicks is all the way to the back end, where they convert to a buyer, sign up for a newsletter, or what-have-you.

Yes, it gets wonky and time-consuming. In a B2B situation, it can take up to 18 months from click to purchase. But, it’s the only real way you’re going to know if your budget is spent properly. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.