We Build Pages Case Study
REFOCUSING INTERNET MARKETING – NICHE CONVERSION VS. BRUTE FORCE WEB SITE TRAFFIC
We Build Pages (www.webuildpages.com) Internet Marketing is an internet marketing company dedicated to help getting clients top search engine rankings for the best possible return on investment.
Before ClickTracks
Return on investment is critical to running a successful search engine optimization company. We Build Pages has always been able to drive high volumes of traffic to a web site, but understanding exactly which combination of tactics led to that success was another task altogether. The data they were using wasn't well organized, and was difficult for the 'average' client to easily comprehend and analyze. Staffers found that clients thought that search rankings were the only 'real' metric. Staffers were, in effect, wasting time trying to explain the benefits of their SEO campaigns outside of the ever-important search ranking, or trying to reassure a client that this time-intensive process was worthwhile.
"It was all about the numbers," says Jim Boykin, Webuildpages.com CEO. "If someone had incredible traffic, they'd inevitably also have great sales volume. But it takes time – not to mention high search engine ranking – to drive that traffic and those sales. The trouble started when clients didn't achieve premium rankings as quickly as they thought they should. What we needed was a way to visually prove to them the success of current efforts, inspiring them to continue the long-term effort. We needed rock-solid reliable evidence of our work in progress."
When he joined the Webuildpages.com team, Todd Malicoat (www.stuntdubl.com) brought ClickTracks with him. "I had used it for personal consulting at Meta4creations (www.meta4creations.com) and had always been quite pleased with the amount of information available and how useful it was for aiding in the management of client relationships. The information was enlightening, and revealed things that had a positive impact on my business and revenue models. When I got to Webuildpages.com, firing up ClickTracks was one of the first things I did."
After ClickTracks
"It isn't just about the raw volume now," continued Jim. "We've always been able to get the 'big wins'-- ranking clients for the big terms that drive substantial traffic. Now, we're able to take a more targeted approach simultaneously. We can focus on keywords and conversions that meet specific business needs and sales goals. We can pinpoint areas of our sites that had high dropout rates, and test different creatives for optimal conversion."
"In essence, ClickTracks is helping us to raise the return on each dollar spent."
Not only has ClickTracks aided Webuildpages.com with their own site's usability and conversion, but it has also helped strengthen client relationships. "We can show a client the problem areas of their sites in a much more visual manner – in a way they understand," noted Jim. "Most business owners don't have the time or the inclination to learn each intricacy and idiosyncrasy of their web sites. Because we can show them what their visitors are doing, we're able to communicate problems – and their solutions – much more effectively.
The information from ClickTracks reporting is essential to Webuildpages.com's decision-making processes. "I don't know how we lived without it. I wonder how we managed to do everything we did without it. ClickTracks adds value to our services, and is irreplaceable in helping our clients better understand web site marketing and our services," concluded Jim.
