September 29, 2006, 12:00 AM

Web analytics quantify its blog’s marketing value to

Digital stock photography retailer wanted to judge the marketing value of its new corporate blog. Analytics from ClickTracks showed blog viewers 22% more likely to convert.


When online stock photography company wondered about the marketing value of its new corporate blog, it got answers from its use of ClickTracks web analytics. The site sells digital, downloadable, royalty-free images to consumers, designers and small business owners as an alternative to more expensive stock images. In reviewing ClickTracks` navigation report for the site, it proved the site founder’s hunch that the metric of average time on site was a reliable proxy for the likelihood that a visitor would sign up for an account allowing him to download digital images-an action the retailer defines as conversion.


The data showed that visitors who viewed the blog spent 60% more time on the site than visitors who did not. “Over the years, I’ve found average time on site to be a real indicator of how interested people are in your product or service,” says Bryan Zmijewski, the site’s founder. Using ClickTracks reporting technology, Zmijewski then created a reporting system that identified visitors who saw the blog, and also visitors who saw the “thank you” confirmation page that occurs at the end of the sign-up process.


The results showed that a visitor who saw the blog was 22% more likely to sign up for an account than one who hadn’t. The results also showed that the average time on the site and number of page views for those newly-registered blog views was double that of the average visitor.


One additional result of demonstrating the blog`s practical value, which played out inside the company, was that staff members, who had been charged with feeding the blog, began to post on it more frequently, according to Zmijewski.



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