Conversion Rates

This is a guest post by Megan Leap. Megan is the online marketing manager at Ion Interactive. Ion sells first-rate landing page management and optimization software, has an excellent blog on post-click marketing, and are friends of WordStream. Megan will be posting periodically here, and also look for contributions from the WordStream team to their blog.

There are many ways to segment your online visitors in the three phases of online marketing.

On the pre-click side, there is keyword-based segmentation, which maximizes the relevancy of your paid clicks. On the post-conversion side, there is email list segmentation, which as most marketers know, boosts email marketing performance. 

As ion interactive's online marketing manager, Megan Leap manages webinar, social media, search and email campaigns. She has extensive experience in conversion rate optimization and social media marketing, and when not championing high-ROI online marketing strategies, can be found running marathons across the U.S. She is also a frequent contributor to the Post-Click Marketing Blog. Follow Megan on Twitter: @MeganLeap.

What’s it like for an online marketer who’s marketing LiveBall, an online marketing software product, to other online marketers?

Not unlike a lot of marketers who enter the discipline through the SEO door, my initial fascination with search marketing was the idea that you could promote and optimize a piece of content and generate large volumes of really specific search traffic.

And, also not unlike a lot of marketers, I quickly realized that traffic is only a directionally significant metric: people visiting your site is financially meaningless if you can’t turn their visit into a business-driving activity once they get there (even if you're monetizing based on CPM, you still want visitors to go deeper into your site, create a relationship and return, etc.).