Why Some Industries Are Better at Turning Cookies to Contacts [CHART]

by Tom Hardy on March 17, 2013 in Marketing Measurement

Last week we analyzed New Traffic Yield (NTY) on the web and found it to vary significantly across industries. Taking it a step further, we sought to identify a correlation between New Traffic Yield and a standard marketing metric.

Unsure of where a correlation may be established, I took cross industry averages for a broad set of metrics and calculated each specific industry metric as a percentage of the corresponding cross industry metric.  I singled out the industries with the 2 lowest and 2 highest NTY metrics.

 

COW 3-17

The data plotted on a heat map illuminates an interesting trend: For Financial Services and Retail businesses, several top of funnel metrics are significantly below the cross industry average.  Conversely, for Manufacturing and Education / Non Profit, those same metrics are well above, and at the industry average, respectively.

This suggests that you can increase NTY by focusing on feeding the top of funnel with fewer, higher quality visitors.  Of course, achieving a high number of new identified contacts is the true end goal and this is a function of both the number of visitors and the yield.  Interestingly, both Retail and Manufacturing achieve above average new identified contact addition rates.  One takes the quantity method; the other the quality method.

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