Google sends the most leads to your site, Right?
Last Updated on Wednesday, 15 July 2009 06:45 Written by Kevin Wednesday, 3 June 2009 09:56
Hands up those that believe that Google is the main method of driving people to your website and that the more you spend on GoogleAds and SEO, the better?
Sorry to disappoint. Yes, many people will use Google to find out about you or get to your website. But, the bigger question is what gets those same individuals to do a search in the first place? What’s the ‘original’ motivator that got them to your website the very first time to buy your product or service? Surprisingly, it’s most often offline forces. e.g. Printed materials, TV, Word of mouth referrals etc.
It seems two-thirds of online searchers are driven by offline channels!
iProspect, Jupiter and Forester Research have done independent studies on consumer behaviour. Specifically, how and why do people arrive at a specific website? What part does other media like TV, Print and referrals have on online purchasing? As iProspect summarized, ‘this survey seems yet another sign that marketers need to approach online strategy for what it is; the tie that binds ALL multichannel efforts’.
It’s the same in Europe
Pitney Bowes surveyed 10,000 people as part of a pan-European study that took in the UK, Germany, France, and Scandanavia. According to the report, 60 per cent of those interviewed felt that marketing such as addressed mail was more effective in prompting a visit to a company’s website, compared with 24 per cent who felt that an e-mail, website advert or sponsored link was a stronger means to inspiring a first visit.
On a more in-depth level, direct marketing was seen as being more effective at creating consumer traffic than digital advertising across all the age groups surveyed. Of those questioned, 67 per cent of consumers in the 35-44 age bracket were more likely to visit and consider a purchase following the receipt of an offline message.
Gareth Stoten, general manager of Pitney Bowes DMT in the UK and Ireland, said: "These figures demonstrate how critically important it is for businesses to find the right marketing mix”.
But Google Say They Send Me Loads of Traffic…
For those of you that see much higher traffic coming via Google search, it’s likely that you’re using Google’s own free Analytics package or figures to track visitors*. It seems Google Analytics will often overstate (by 50-300%) the number of people that visit your site as a result of a Google search. In real terms they provide figures of say 30-40% when it’s really 5-15%. You must alter the default settings to get a more accurate, reliable result… read more here
The other forgotten factor that distorts the Google search result is that many people today will key the website url into the Google search bar (Google result), instead of the main url address bar (direct result). It seems many people now use Google to navigate, not just search. Use the powerful google analytics advanced segments tool to obtain more accurate, useful visitor stats. read more here.
Are marketers and advertisers doing enough to drive traffic?
The iProspect/Jupiter report also came up with some recommendations for creatives, marketers and advertisers who often aren’t doing their bit to drive traffic. Far too many are approaching campaigns from a traditional advertising perspective. Look at the demographics of the audience. Many would likely prefer to respond online. Help them!
- “…..67% of online users are being driven to perform a search as a result of exposure to these offline channels when the majority of offline advertising does very little to facilitate the process. In other words, they [the advertisers] don’t exactly make it easy for potential customers to find their company’s website.…
- …Marketers who take pains to have their toll–free number repeated several times within their messaging would be well–served to incorporate their URL. Simply adding the phrase "…or find us online at…" could prove to greatly enhance [sales] results…
- … Moreover, it is more economical to communicate with potential customers online than it is via the telephone; it allows information to be easily disseminated, and orders expeditiously placed.”
I guess it all just means we need to get the right balance between what Google wants and how people use Google as well as appreciate where offline and word of mouth referrals sit in the bigger picture. Look at ways to integrate things more, using the unique benefits of each marketing channel. As in life, all is seldom as it seems.
* For those that find Google analytics too complex, try out GetClicky. It’s not free, but worth the small annual fee.