You can always go good old fashion HTML5/CSS. Time to design is usually a lot lower. You can typically have a new marketing campaign with a closed loop attribution model within two or three days. You can also get excellent enterprise analytics on behaviors and conversions these days. All leading to higher/better overall return on investment because your businesses cost to produce a conversion decreases as you create the demand through effectively targeted marketing and using analytics to gain insight on what assists/causes conversions overall is far easier on a straight up website. They usually cost a lot less to get started too and you’re up/running a lot faster. Easier to manage analytics and closed loop attribution model is the key to win big online. Know your costs and adapt advertising to align with what works while eliminating the channels proven to be the least effective advertising target, keywords, placements and/or advanced filter overlays. Before you know it your business is winning big. We recently got a customers (Towing Company) campaign to perform with a consistent $8 to $10 cost per acquisition. Acquisition defined as an order run for towing services. The reason is their website was built in HTML5 and CSS, able to adapt faster to what the marketing campaign needed to perform sooner than later. It also assisted in increasing mobile conversions by over 1000% with under $200 spent in advertising on Google. It’s exciting to see how rapidly we can positively impact a business return on investment (ROI) using an agile method and rapid development approach!
Early studies indicate that users prefer these websites over many of the custom and premium WordPress themes. I think it’s because the appearance and format may be a little more pixel specific and because we’re able to make faster changes on the fly based on what marketing insights are telling us. I don’t necessarily believe it means dump WordPress but we’re now using it as a heavily focused/emphasis on our local SEO services. This is important because you must have some workflow to ensure continuous growth in your % change reports displayed using Google Webmaster Tools. I only advise using first-party tools because otherwise your data and performance metrics may get skewed by an API altering information. You can never be 100% it’s completely accurate unless it comes from Google in my honest opinion. I believe in scrutinizing information from reporting to ensure there’s a match between your current data and Google’s reporting tools. This means that your business is more likely to build a bigger/better and all-encompassing attribution model.
In summary, attribution models are important because those allow us to map conversions, purchases, conversations and key performance indicators back to their original source; ie the specific keyword, placement and audience/demographic reports to ensure we’re always using the highest converting targets and overlays while improving the weakest links as indicated by their cost to convert. For this and more information on attribution models, local SEO, AdWords or conversion reporting analysis subscribe to my blog, check out my free Google Helpout or go to my website and call!