Online Marketing Glossary: Pay Per Lead
Pay Per Lead (PPL):
- A program where an affiliate receives a commission for each lead that they generate for a merchant website such as completed surveys, contest or sweepstakes entries. Pay per lead generally offers midrange commissions and midrange-to-high conversion ratios.
Merchants typically use this model when they want to follow up with leads to complete the sale themselves. They take the pressure of conversions off of the affiliate and take it on themselves, usually with follow up via email campaigns or salespeople.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
Online Marketing Glossary: Clickthrough Rate (CTR)
Clickthrough Rate (CTR):
- The number of clicks an ad receives, divided by the total number of times that ad is displayed or served (represented as: total clicks / total impressions = CTR). For example, if an ad has 100 impressions and 3 clicks, the CTR is 3 percent.
Knowing the CTR of your ads will help you to drill down & tailor your ads best to your visitors. This can only help to increase your conversions and boost sales because your visitors will see the ads that are the most relevant to your content.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
Analytics Glossary: Scenario Analysis
Scenario Analysis:
- A report showing the amount of activity at each step of a defined scenario, plus conversion rates for each transition from step to step as well as for the whole process. Examples of scenarios are check-out, registration, or application sequences.
Very much like conversion funnel, you should check all the processes on your website on a regular basis to update them and improve the user interface. The easiest way to get behind competitors in your industry is to fall behind in technology and ease of experience.
Well, that concludes my analytics glossary series. I hope you’ve learned as much as I have! If you have suggestions for any other glossary series you’d like to see, shoot me an email at Blog@TrishaLyn.com
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Glossary Definition From Website Magazine, February 2008.
Analytics Glossary: Conversion Funnel
Conversion Funnel:
- The series of steps that move a visitor towards a specified conversion event, such as an order or registration sign up. Funnels vary for every site, but best practice is to limit the depth a user must engage to convert.
A more common term for this is the ordering process. Here at PsPrint that’s what we usually say to describe the steps a consumer has to go through to place an order. It’s always a good idea to review your conversion funnel every year or so to make sure that the UI (user interface) is easy to understand and isn’t garbled with useless information or unnecessary steps. Remember that the easier it is to convert, the more likely the conversion is.
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Glossary Definition From Website Magazine, February 2008.
Analytics Glossary: KPI – Key Performance Indicators
KPI or Key Performance Indicators:
- Typically available in dashboards and provides an overall understanding of how the site is performing. Some KPIs include conversions, clicks and page views but are defined by the analytics user.
In my experience most dashboards can get pretty cluttered. My recommendation is to give yourself a comfortable period of time in using the program (a week, a month, whatever you’re satisfied with) and then review the content on your dashboard to remove anything you haven’t determined is a KPI and you don’t need to review on a daily basis.
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Glossary Definition From Website Magazine, February 2008.
