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4. Measuring Web Site Usability > 61. Measure “Internal Campaigns”

Measure “Internal Campaigns”

Don’t forget about your internal campaigns—efforts to up-sell and cross-sell your visitors on other products, solutions, or ideas—which are also easily tracked using your web measurement solution.

Frequently, marketers overlook the tracking of internal campaigns run on a web site. Since most commerce sites have a conversion rate of about two percent of all site visitors, internal marketing should be a central focus. Internal campaigns consist of many different elements on your web site, including promotional text links and images, product placements on category pages, and cross-sell product promotions

To measure internal campaigns, you need to make sure you tag your site appropriately so you understand how each element on a page drives success on your web site. There is no difference between tracking internal and external campaigns. For both internal and external campaigns, you must understand impressions, clicks, fallout, orders, revenue, and other metrics about each campaign or promotion you run on your web site.


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