You’re probably on this page because you match one of the following:

  1. You pay for your listing on Applegate Marketplace (more commonly known as Applegate Directory).
  2. You have a free listing on Applegate
  3. You are thinking about advertising on Applegate.

Here we lift the lid on the following …

How to measure return on investment from Applegate

Why your business will gain more by spending budget on A1WebStats or elsewhere

 

 

Applegate review in brief

First of all, here’s the summary of everything else you’ll see on this page …

Having a company listing on Applegate should be converting to enquiries for you.

What Applegate tell you about your data is not necessarily the full picture.

There are significantly more beneficial (than a listing on Applegate) ways to gain more business via your website.

 

Why we’ve got the credibility for you to read on

The nature of our software product (A1WebStats) is that it tracks all visitors to websites (in a way that’s much stronger, but easier to understand, than Google Analytics).

Included in that is the ability to see which companies went to your website and what they looked at page by page.

That’s why most companies initially come to us (for a free 30 day trial).

And then we show them what matters more than identifying visiting companies – what overall return on investment those companies are gaining from their website visitors.

That includes what they gain from online directories such as Applegate.

We speak to a LOT (thousands) of businesses each year and so we’ve built up a strong picture of what those businesses gain from all forms of marketing & advertising (Google Adwords, email marketing, online directories, social media, and more).  In short, there are few, if any, businesses that have a greater insight into what UK businesses are or aren’t gaining from their website visitors.

That’s why we feel we’ve got the credibility to share our findings about Applegate with you.

 

How to measure return on investment from Applegate

There’s a very old but still valid quote:

Half the money I spend on advertising is wasted, the trouble is I don’t know which half.

Most businesses use a range of advertising, see enquiries and sales come in to the business, but don’t necessarily know (or care) which forms of advertising got results (and which didn’t).

The reality is that most businesses are simply ‘too busy’ to help themselves by digging deeper into the return on investment they do or don’t get.

Businesses such as Applegate benefit from such apathy, which is why many advertisers keep paying year after year.

Most businesses will believe what Applegate tell/show them.  It’ll typically involve data related to:

  1. Numbers of people who have visited their pages within the Applegate directory.
  2. Numbers of people who clicked through to the company website.

Applegate will imply that because lots of people have viewed the company listing page on their directory, it must translate into various enquiries that have been gained.

Few businesses will spend the time to dig deeper.

But they should do.

Whether it’s Applegate or any other form of advertising, all businesses should ideally be doing the following:

  1. Receive an enquiry/sale.
  2. Make a note of the date & time of that enquiry/sale.
  3. Use analytics data to link that back to the source (wherever possible).

For example, the image below (taken from our A1WebStats software) shows someone who got to the enquiry-thanks page at 22:13 on 27th March.   It also shows that the enquiry came from Google Adwords and the keyword used was ‘bottles capping machine’ …

Visiting company example

The company then knows that the enquiry they gained on that date/time came from Google Adwords advertising, so they know they’re getting a return on investment.

If someone rang that company on a date and time, or emailed them, they could link the enquiry back to the source in a similar way.

Here’s a view of numbers of visitors to a website who clicked through from their company listing on Applegate …

Applegate visitor numbers over months

That sample is taken over a period of nearly 4 months.

As you can see, not a lot of clicks from Applegate directory in that long time period!

We can go further than that – you can see what those people looked at after clicking through from Applegate, as you can see in this example below …

Visitor via Applegate more than one page

Unfortunately, most people who click from Applegate (or any online directory, to be honest) go no further than the landing page, as in this example below …

Applegate landing page

If you tracked such data (which you can do via the A1WebStats system) and shared that with Applegate, you would get a variety of responses from them, including words to the effect of:

  1. Lots more people than that saw your business listing on Applegate so they could have made contact based on just the profile (without clicking through to your website).
  2. Maybe when they clicked through to your website, they couldn’t find quite what they wanted (compared to other competitor websites they may have looked at).
  3. Applegate are a respected directory that businesses go to when looking for products or services.

Taking point 1 above, if you routinely ask enquirers how they found out about you, then ‘Applegate’ should be recorded IF those people had found you via that source.  We’ve taken businesses through that process and can see the positive change that happens when businesses have a stronger view of how their enquirers found them.

Taking point 2, that’s a fair observation – unfortunately, many websites are not strong enough (which is something else that the A1WebStats system can help with).

Point 3 is something to take with a large pinch of salt.  Here’s why …

Applegate think of themselves as a destination for businesses looking for products or services.

Think of some keyword phrases that you would like to be visible under in Google (for example a product or service that you offer).

Type those into Google.

Look through the search results.

Do you see any Applegate directory listings prominently in there?

Probably not.

Which raises the question: what brings all these potential buyers to Applegate in the first place?

Our research indicates that it’s certainly not through prominent visibility in Google.

That raises another question: if Applegate have data showing numbers of people going to your company listing page(s), then what’s taken those people to their website/your listing in the first place?

You do have to question whether businesses actively searching for products/services instantly think “I’ll go to Applegate”.

They’re more likely to think “I’ll go to Google”.

And if your listing on Applegate is not prominent in Google, then why is it that Applegate are not able to achieve that?   There are reasons: please feel free to contact us if it’s of interest to you.

 

Summarising Applegate return on investment

Try to link back all incoming enquiries to their sources (including Applegate).  Intelligent analytics software like ours will help you do that.

Watch out for clicks from Applegate visitors who click through to your website, and what pages those people do (or don’t) move onto after landing.

Ask yourself: what business is actually gained from my Applegate listing?

Having focused on what return on investment you get from Applegate, it’s worth looking at how to gain substantially more results from your website visitors (overall, not just via Applegate) …

 

 

 

Why you’re better off spending budget on A1WebStats (or elsewhere)

Having analysed what you do or don’t gain from an Applegate listing of your business, we’ve hopefully focused you on what’s most important: gaining MORE business from your website.

Yes, what follows all refers to our own product (A1WebStats).

Yes, it’s easy to get a free 30 day trial and then super easy to get a quick return on investment if deciding to continue afterwards (at a cost of £59 per month, with no contract).

No, you never get a sales pitch during a free trial.   We’re a UK business dedicated to helping small to medium-sized businesses (in the UK and worldwide) to gain significantly higher results from their websites for minimal cost.  Our free trial is there purely to show where the opportunities are and you’re guaranteed to get no form of sales pitch from us.

 

Here’s a summary of why businesses trial/buy A1WebStats …

Identifiable companies

You can see the names of identifiable companies that visit your website, including what they looked at page by page.

If those companies didn’t make contact with you then you have the option to reach out to them to see if you can salvage something from their visit to you.

There must have been reasons that they didn’t make contact (see the next section for how to get help with this).

Here’s an example of an identifiable company that has been to a website and what they looked at page by page …

Identifiable company

It shows the name of the company,  what keywords they used to find the website in Google, and what they looked at page by page.

And here’s a video that explains about what you can do with the information about visiting companies, including sharing that within your business and creating filtered reports that focus on very specific types of website movement patterns by companies …

 

 

Gain more enquiries about products or services

It’s useful to see companies that visited your website, but many companies still can’t be identified.

There will be many visitors to your website that will look at your product or service pages (and so appear to be genuinely interested visitors) but because of where they’re located or the way they access the internet, they can’t be identified by company name.

For example, this visitor below can’t be identified but they looked at important website pages.  You can see that they visited the website during an evening and so were probably at home (when many people do their research) …

Visitor from home location

Where the A1WebStats system helps is to let you focus on products or services that you want more enquiries about and then dig deeper into the visitors who got to those parts of your website.

From that, along with some free input from our helpful and knowledgeable team, it’ll become clear where your website can be strengthened so that more of those visitors decide to actively make contact with you about those products or services.

Here’s a video that summarises how you can use A1WebStats to gain more enquiries about products or services …

 

Return on investment from marketing

This page is all about Applegate and you’ve already seen that it’s easy to see visitors from that directory, so that you can determine what value (or not) that gave you.

But marketing covers many other areas, all of which can be tracked via the A1WebStats system.  Here are some examples …

  1. Google Adwords – you can see every click from Adwords, including what those people looked at page by page. It’s very easy to use the A1WebStats system to identify weaknesses in the Adwords setup (and so save wasted budget) and in the website itself (which gives you the opportunity to strengthen the website).
  2. Organic SEO – if you are spending budget/time on trying to raise your organic positioning in search engines (typically: Google) then you will have a list of pages that people should be landing on. You can use A1WebStats to identify how many people land on those pages, and where they go after landing.  If you find that not many people are landing on those pages then you can bring that to the attention of those who you pay to make search engine visibility happen.
  3. Social Media – whether it’s Facebook, Twitter, LinkedIn, or other forms of social media, and whether it’s ‘free’ traffic or ‘paid’ traffic (e.g. LinkedIn ads), you can track what happened to those people after they landed on your website, including which ones led to enquiries or sales.
  4. Email marketing – if you send out email campaigns, you probably know who opened the emails or clicked on the links. But what you’re unlikely to know is which of those email link clickers then went on to look at other pages of your website (and which pages they were).  If you know who is more engaged with your website then you can apply more focus/attention on those people.  You can identify such patterns within A1WebStats.
  5. Blogs – you spend time and budget on creating website content such as blogs. With A1WebStats you can dig into everyone who came into the website via those pages, or got to those pages within their journey.   If content creation is costing you money then you can get detailed insights into how people engaged with that content.
  6. Online directories – if you pay for listings on directories, or have free listings and someone is trying to encourage you to pay for them, you can use A1WebStats to gain detailed insights into each click you gain from those directories.
  7. Telesales – if you spend budget on telesales then you will hopefully have a strategy that gets those people to go to your website during the call. You can then ‘tag’ them to see if they come back to the website in the future.  You can also show adverts to them ongoing via Google remarketing.  All this can be tracked within A1WebStats.
  8. And more – there are so many forms of marketing – the A1WebStats system will have a way that you can measure what return you’re getting.

 

Here’s a video that summarises how you can use A1WebStats to measure return on investment from your marketing …

 

Applegate, A1WebStats, or nothing?

Should you continue with Applegate, ditch it, try A1WebStats, or do nothing?

This should help …

 

Applegate

Applegate advertising varies in cost depending on who you are and what level of listing you have.

If paying for Applegate, you should ideally be able to link that cost to what you gain back from it.

If you’re not actively tracking what you gain from Applegate then you won’t have a clear picture of what it is or isn’t achieving for you.

 

A1WebStats

A1WebStats (after a free 30 day trial) costs £59 (+ VAT) per month.   It’s the same price for everyone (as long as you have under 7,000 website visitors per month).

If trialling A1WebStats, we’re looking to find ways to get you a fast return on investment so that the system covers its costs for many months into the future.

A1WebStats should not be seen as a cost but as a useful business investment that repays itself over and over.

It is impossible NOT to gain return on investment if using the functionality within the system.

Whether it’s following up on companies that visited your website …

… or identifying paid advertising cost wastage and saving budget as a result …

… or gaining a deeper understanding of where the website itself if underperforming (which leads to more incoming enquiries once such problems are fixed) …

… A1WebStats provides a very easy way to gain return on investment as quickly as possible.

The great news is that there’s no cost to you.  The 30 day trial is completely:

  1. Free
  2. Has no sales pitch
  3. Gives you valuable data and assistance that will gain you more business

All you have to do is go to our sign up page, complete your details and be ready to be super impressed.

 

Nothing

You could of course decide to do nothing.

No paid advertising on Applegate.

No free trial of A1WebStats.

If you realise that you can save budget by not spending on Applegate, then we’ll have achieved something (assuming you have accurately tracked what you do or don’t get from your Applegate listing).

If you don’t trial us, that would be a shame, but as the saying goes: “you can lead a horse to water … ”.

But we’ll be visible to you, via adverts that you’ll see online reminding you about A1WebStats.

And maybe, when the time is right in the future, you’ll click back through to this page and we’ll be happy to offer you a free trial at that time.

 

Thank you for reading.

 

The A1WebStats Team