Want to learn more about how to use Web Analytics and Multichannel Marketing?

Akin Arikan, a product strategist of Unica is going to discuss Online Marketing with WSRadio.com’s RSS Ray on August 26 at 1 pm Eastern, 10 am Pacific.

Arikan will discuss the topic “How to Use Web Analytics and Multichannel Marketing to Improve Your Results With Paid Search.” Listeners are promised a better understanding of paid searches and web analytics. Also, listeners will learn how to interpret data from web analytics and turn it into real world marketing strategies.

Arikan is product strategist for internet marketing at Unica, a provider of Enterprise Marketing Management software. He is responsible for ensuring customer satisfaction with Unica’s Web Analytics and internet marketing solutions. He also runs the popular blog Multichannel Marketing Metrics and has written the book “Multichannel Marketing: Metrics and Methods for On and Offline Success.”

Arikan is a great guy. I’ve spoken to him several times. Very knowledgeable. If you want to learn about Web Analytics as it relates to multichannel marketing, I’d highly recommend you listen in.

There’s a great article Internet Retailer about conversion rates. The take away: a simplified site design boosts conversions and traffic. Here’s a quick excerpt…

Many sites boost conversion rates by adding features, such as customer reviews, but online candle retailer ScentsandSprays.com is finding success by cutting features and simplifying site design, says Kevin Richards, CEO of VenturaWebDesign.com, site owner.

In the month following the redesign, the average conversion rate at ScentsandSprays increased to 5.5% from 2.5%, Richards says. During peak response hours following newsletter promotions, conversion rates have risen to as high as 12%. The retailer began phasing in site changes in mid-June and completed the redesign in mid-July.

Following the redesign, pages per visits also are up 17.22%, average time on site is up 21.1%, overall page views are up 52.36%, unique views are up 45.26%, and site traffic up 29.97%, all with only a 3.87% increase in new visits.

The success of the redesign is due to a close review of the site using Google Analytics and Yahoo Web Analytics to determine what products were selling and why, Richards says.

Click here to read the full article on Internet Retailer.

Looking to breed a Web Analytics culture in your firm? Here’s a good article that will help you along the way. The high points are:

1. One size fits none
2. Know your audience
3. Help your audience understand
4. Plan to integrate cost data
5. Don’t forget non-web Leads
6. A CRM system
7. Tie it all together