Yandex.Direct The safest way to measure conversion
Yandex advertisers. Direct for conversion analysis provides a convenient and very powerful Yandex.Metrica tool. We can set any goal on the site (view 10 of any pages, click on the button “download price”, etc.) "We can easily find out how many rubles we cost one visitor to get acquainted with our catalog, or what percentage of the purchased audience is registered for our forum. But the goal of any business is to sell the product. And as for measuring the conversion of visitors into customers , here we come across a natural limitation. The Metrics code does not have extrasensory capabilities and is not able to track whether the real Product sales. The customer can refuse to purchase after placing the order (the counter will run empty) or make a purchase in person or by phone (the counter will not work)
I will briefly describe how to get visual and reliable information about the real conversion of our RK in Direct
1. For the absolute purity of the experiment, we take the phone number, address, E-mail, ICQ, etc. that was not previously highlighted in advertising (outdoor advertising, booklets, TV)
2. We supply advertisements in the directive with a parameter of the form “? From = direct”, for example: www.site.ru/page.html? From = direct . This way you can distinguish visitors who came from an advertisement from just visitors. (From the issue or from somewhere else)
3. Configure the site so that one page or another is displayed, depending on the parameter passed to the URL.
4. On the parameter “? From = direct” we hang the page with the contact details not highlighted. The functionality of placing an order on this page should also reset the order to a new box. On a simple URL without parameters, the old page with old contact information continues to respond. Many site engines support this feature regularly, some need to be slightly finished.
5. We launch the Republic of Kazakhstan and count the number of calls and sales for new accounts. At the exit, we have clear and 100% reliable information about the actual conversion of Yandex.Direct traffic into clients.
6. consider the ROI and draw conclusions about how profitable or unprofitable for us is the RK in Direkt. PROFIT !!!
')
You can go deeper and similarly analyze the quality of traffic runner and Adwords. It is not necessary to buy 20 phones, it’s enough for Begun’s traffic to show the same phone with the postscript “ask manager Ivan”, and the Adwords audience with postscript “ask manager Peter”. In fact, one working manager Vasily responds to all three names, processes all customer orders, marking in a special notebook how many customers called him Peter or Ivan.
No analytics system will give you this kind of data.
I will briefly describe how to get visual and reliable information about the real conversion of our RK in Direct
1. For the absolute purity of the experiment, we take the phone number, address, E-mail, ICQ, etc. that was not previously highlighted in advertising (outdoor advertising, booklets, TV)
2. We supply advertisements in the directive with a parameter of the form “? From = direct”, for example: www.site.ru/page.html? From = direct . This way you can distinguish visitors who came from an advertisement from just visitors. (From the issue or from somewhere else)
3. Configure the site so that one page or another is displayed, depending on the parameter passed to the URL.
4. On the parameter “? From = direct” we hang the page with the contact details not highlighted. The functionality of placing an order on this page should also reset the order to a new box. On a simple URL without parameters, the old page with old contact information continues to respond. Many site engines support this feature regularly, some need to be slightly finished.
5. We launch the Republic of Kazakhstan and count the number of calls and sales for new accounts. At the exit, we have clear and 100% reliable information about the actual conversion of Yandex.Direct traffic into clients.
6. consider the ROI and draw conclusions about how profitable or unprofitable for us is the RK in Direkt. PROFIT !!!
')
You can go deeper and similarly analyze the quality of traffic runner and Adwords. It is not necessary to buy 20 phones, it’s enough for Begun’s traffic to show the same phone with the postscript “ask manager Ivan”, and the Adwords audience with postscript “ask manager Peter”. In fact, one working manager Vasily responds to all three names, processes all customer orders, marking in a special notebook how many customers called him Peter or Ivan.
No analytics system will give you this kind of data.
Source: https://habr.com/ru/post/95176/
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