When you are trying to sell people a specific product or service, getting them where you want is perhaps the greatest challenge. So, you want them to see your website or funnel landing page and what you have to offer, but that will not happen if you cannot entice them there in the first place. What you need is a strong social media presence, informative and engaging blog posts, and other worthwhile messaging avenues. Thus, why marketing performance measures and metrics is key to track where you are at.
Finally, when they do get to your site, you will want to understand how people are interacting with your website or funnel site once they land on that first page. Because when you can create a clear picture of who is visiting your site and how they engage with the messaging there, you can better understand how to increase your site’s traffic, make sales, and turn curious strangers into loyal visitors (and customers).
Your dedicated Engage 2 Engage Client Success Manager (CSM) works with the internal team and analyst to review measurements and reports on metrics that illustrate your site’s success at accomplishing the goals of each stage of the user journey. Thus, a multitude of variables can influence the success of your business, and marketing performance measures and metrics narrow down where improvements may be needed across the process. As a result, these reports are offered at the Pearl and Platinum Program levels.
Below, we break down the distinct stages of the user’s journey, what you can expect to happen at each stage, and how we measure your marketing performance’s success.
• Number of Banner Offering Clicks from Blog Posts: This measurement looks at how many people click the banner on a blog post to learn more about an offer.
• Pageviews: This metric looks at how many page views you receive across your entire website.
• Session Length: This metric considers how long visitors are staying on your page.
• Traffic Sources and Acquisition Reports: This metric looks at exactly where site visitors are coming from. For example, are they finding you through organic Google searches or attracted to your social media message?
• Focus on Keywords. Run SEO keyword reports to understand what keywords your audience tends to search for. Then, come up with ways to rank for these keywords.
• Turn to Social Media. Sometimes, you yield your best results by focusing on your audience beyond your site. Engaging with your audience via social media with compelling posts, challenging events, and other activities may pique their interest and make them want to see what you have to offer on your site.
• Provide Engaging Content. Most likely, strangers stumble upon your site because something about it convinced them that you had answers to some of their questions, the solution to a problem they experience. You can keep them engaged and establish authority by offering informative, well-written, and thoroughly written blog posts. Your blog posts might be about industry-specific topics, certain perks and benefits of your product or service, or anything that would help visitors better understand what you do and why it matters to them.
• Lead Magnet Incentives. A freebie can be a great way to entice people to your brand and pull them in to see what you have to offer. You can offer a short checklist, basic template, mini how to tips, discount off an offer, exclusive webinar or other event type invite. You have different options. Whatever you choose, the goal is to gain access to people’s contact info so that you can reach out to them, stay engaged, build a relationship, and offer something else of value in the future.
• Make Landing Pages Count. Remember: first impressions are everything. When that landing page loads, you want it to immediately engage visitors and compel them to keep clicking around. We apply psychology techniques and tactics to make the site interesting while guiding users to take action.
• Bring in the Chatbot. What better way to engage visitors than through conversation? Sure, it may be with a faceless chatbot, but any interaction counts. Chatbots can be set-up to answer common questions or concerns.
• New Versus Returning Visitors: Just as the phrase implies, this metric tells you how many visitors are new to your site versus visiting your second (or third or beyond) time
• Number of Leads: This metric considers how many leads you have gained through your engagement efforts.
• Number of Engagements: This metric looks at how many people are viewing/engaging with specific pieces of content.
• Opt-In Rate. This is the percentage of people who choose to sign up for your email list.
• Traffic/Sessions: This one looks at the number of times people visited your website.
• Conversion Rate: Percentage of people who participate in the call-to-action who end up as a sale
• Cost Per Acquisition: At this stage, you will want to reflect honestly on what it costs to see a lead from that first site visit to close.
• Cost Per Conversion: This measures how much it costs to turn a visit to your website into a paying customer.
• Cost Per Action: This metric considers how much it costs to get users to perform a specific action.
• Overall ROI: What you spent to close the lead divided by what you earned
• Net Promoter Score (NPS): This score allows your customers to rate how likely they are to recommend your service, usually on a scale to 1 to 10. Anything above an 8 indicates that a client would be willing to praise what you have to offer.
• Referral Rate: This considers how many of your customers were acquired through referrals.
• Referral Tracking: Referrals are an excellent strategy for gaining new customers, but it helps to know where they are coming from. Referral tracking entails all stages of gaining customers through referrals, whether that is by someone clicking on a referral link or even a current customer opting to vouch for your services.
• Social Engagement: Total number of times you interact with them on social media.
• Social Reach: This stage considers how far reaching your social media content is and how people are engaging with it.
• Always Be Ready to Start the Campaign Again. Remember, the process doesn’t end when the customer makes the purchase. If you want them to return and to promote you, you want to engage them long-term.
• Make the Experience Unique for Each Customer. You can do this by investing in intelligent software that makes recommendations that directly relate to customers’ interests.
• Offer Surveys. Want to see what customers felt about their experience with your services or what they felt about a certain offering? Giving them surveys can be quite illuminating in this regard.