I discovered Mongoose Metrics a few weeks back and I’m surprised by how much I was missing. I was blind and now can see.
On one of the sites I manage, I segmented the traffic sources and used separate phone numbers to track and test the different sources of traffic. So, when the phone rings I can tell if it was from organic or PPC… and for PPC I can tell if a geo-modifier was used. And obviously, when the contact form is used I can get it down to the keyword level.
Because it is a small local site, it is difficult to draw any “significant” conclusions this soon, but even after a short time I have gained some interesting insights.
The site has had a total of 197 visitors since April 2nd, when the test began, so about 22 days.
155 of those visitors came from organic traffic, 30 from PPC Traffic that included a geo-modifier and 12 from PPC containing short keyphrases (1-3 words) that did not include a geo-modifier. During this time we recorded 22 conversions, which I defined as contact by email or phone call.
22 Conversions – 12 were by phone call and 10 used the contact form.
-The contact form was used a higher % of time than one might expect.
The organic traffic converted at a rate of 12%… 19 contacts/155 Visitors.
-If I took out the 17 image searches this conversion rate really starts looking good!
PPC traffic converted at 10% when the geo-modifier was present… 3 contacts/30 visitors.
-The 3 contacts were by phone call… which leads to a developing theory – Adword users may be less likely to use a contact form.
PPC traffic with no geo modifier – 0 contacts / 12 visitors.
-Although the results are not statistically significant it appears that the shorter the keyphrase the more expensive the click and the less likely it is to convert.
The number of words in the keyphrase that led to the 9 email conversions were as follows: 6, 4, 5, 7, 5, 6, 5, 5, 5. All of which contained a geo-modifier. Paying more for a one word phrase, does not seem like a good idea, especially considering a mark up of nearly 40% for some 1-word queries.
There are so many more cool things that I’ve discovered, that I will share in coming posts as the data keeps coming in. And yes, for research sake, I will continue paying for the short keyphrases, at least until the study becomes statistically significant. And no, the client is not paying for them… at least not my client.