It’s amazing how many organisations invest in fabulous websites, and even develop far-reaching digital marketing strategies, but fail to build in systems of measurement. Constantly gathering information on the outcomes of your digital activities is the lifeblood of your continuous improvement. It could even underpin your future business growth strategies. Don’t be fooled into thinking that success equals levels of website visitors.
There are plenty of paid-for digital marketing avenues and agencies who tout their ability to drive traffic to your website. However, if those clicks aren’t your customers, and your sales don’t benefit, it's just empty numbers. Measuring the success of your digital marketing strategy is complex and links to your individual business goals, market segmentation, and greatest sources of profitability. However, there are four things that are central.
The very basis of digital strategy measurement is making sure you have analytics codes embedded in your website, that can collect data of value. You then need to regularly review this data, and derive new plans and actions from what you learn. How do your customers behave when navigating around your website? Where are new visitors primarily coming from?
You also need systems to chart your conversion rate. Getting people to the top of your sales funnel is part of the battle, but does your website and other customer interaction successfully guide leads through to a completed transaction? Having a transparent sales funnel means you can look at where you lose customers, or where there are bottlenecks to make improvements. For example, if customers regularly abandon digital shopping baskets when they get to delivery details and charges, why?
Integration of customer experiences
Often one of the most important measurements is the commonality and success of digital sales leads when compared to other sales channels. For example, when you stack up web enquiry forms, completed transactions in your physical location, telephone sales and emails, do patterns emerge? Are online sales peaking at certain points of the week?
From all of the above measurements, you need to extract response times. Not just how quickly your website loads, but how long visitors linger and which pages appear to grab their attention most. Clearly, the latter can help you to formulate your content more accurately.
Also, look at how quickly online sales are dealt with in comparison to other customer interactions. Millenials want information and purchasing systems to be swift and individual. Having an effective digital marketing strategy to maximise on this, requires a starting point for what needs to be improved. For more details on creating and then measuring a digital marketing strategy, contact us.
Monday, July 2, 2018