Data. Insight. Conversion. – What Really Matters?

Home/Data. Insight. Conversion. – What Really Matters?

Amongst the large surplus of information available on digital marketing, it is difficult to understand what really matters to your organisation. This article lays down some principles that you can use to increase your understanding and your results.

The things that we feel most important are:

1)    Get Relevant Traffic

2)    Define Conversions

3)    Use Analytics Framework to measure impact

4)    Update strategy based on feedback

1) Get Relevant Traffic

You’ve built a great website and now you want to use it. In order to maximise value right away, you should drive some traffic to it. Setup a program such as Google Analytics and focus on one or more of the following activities while considering what is actually relevant right now.

  • Communications such as email marketing to a current customer database or other list you have permission to email.
  • Paid search ads on highly relevant keywords targeting through a platform such as Google Adwords.
  • Letting existing social media channels know about the new website.
  • Promoting your website at events, in stores or in person to customers.
  • You might invest in SEO on the right keywords at the right time.

The key to attracting the right traffic is deciding what is relevant. The remaining sections in this article will give you some guidance to define what is relevant and what isn’t for your organisation. Our view is that relevance comes down to what we want to learn from the traffic. If we want to understand how a targeted group of people interacts with our website, then buying some relevant clicks through Google Adwords will get us a faster set of data without needing to invest significant time into content creation or external SEO providers. If we want to just increase traffic numbers, then integrating several channels and tracking their performance to measure impact (see section #3) will fulfil our objectives.

2) Define Conversions

Too often we see websites without conversions defined and/or lacking clear calls to action. Conversions can be defined in tracking software such as Google Analytics and they enable us to measure the performance of one or more metrics deemed profitable to our organisation. Conversions can be sales or leads, or they can be how long a user spends on a website, or how often a certain type of content is engaged with. The process of defining conversions is important because it gives us a larger amount of factors to measure while understanding how our website visitors are interacting with our websites and content.

By defining conversions, and regularly reviewing performance of conversions and brainstorming new ones, you will open up an understanding of what behaviour your website visitors can exhibit to meet your business objectives and framing your website as a profitable centre of your business to key decision makers and financial controllers.

3) Use Analytics framework to measure impact

Once you’ve setup your website and you’re sourcing traffic, it’s very important that you’re tracking and thinking about relevant metrics on a consistent basis. We recommend that you setup a program such as Google Analyticsor a similar enterprise level stats program to allow you to see the relevant metrics, conversion and other user behaviour for your organisation on a regular basis. You can achieve this through Dashboards, Custom Reports and Advanced Segmentation. An organisation such as Walter Analytics can help you with this.

We’ve found reviewing the core numbers such as conversions and campaign results on a weekly basis in a team meeting and then doing a more in-depth review on a monthly basis works best. This allows your team to be absorbed in what’s happening and collectively brainstorm ideas and improvements.

4) Update strategy based on feedback

The most competitive organisations in the online space will constantly be tweaking strategy and campaigns based on analytical feedback and assessments by external partners. There is such a large amount of data available from online marketing, social media and website interaction that doing more of what works well and less of what doesn’t work well will be a key factor that separates the most successful organisations from those fighting with the pack.