We deployed an experimental change last week to how Calliflower handles URLs in invitations. It now shortens those URLs with bit.ly. Instead of a gigantic URL to invite callers to your call, they’ll now get a short URL.
Conventional wisdom says that this is the wrong thing to do. After all, the Calliflower brand is now eliminated from the URL! The utility to our customers, however, is huge. Bit.ly does two things for us:
1. It makes the URLs more human friendly. They’re simply easier to email, text message or tweet about.
2. It allows those URLs to be tracked. That short URL can be entered into the bit.ly search tool, which will now return click through data, by country, date and time.
For the URL above, 16 people click it after it was created at about noon.
Most of those clicks came from the email invitation.
And most of that traffic was from the US and Canada.
If you’re doing direct marketing via teleseminars, this kind of feedback is a goldmine.
Let us know what you think. Do you want bit.ly URLs or is the old fashioned way the best way?