If your marketing campaign doesn’t include analytics, anything you do to improve conversion rate is likely going to fail. An incredible 97% of marketers don’t spend the time or money required to analyze whether or not their efforts are producing a return on their investment.
A successful marketing campaign – which equals a positive and improving conversion rate – depends on viewing and acting on data analytics. How can a company know what tactics are working or which need tweaking when there’s no consistent strategic study?
Through analytics, businesses can evaluate the tools that may or may not be providing optimal conversion rates - and growth of bottom line.
As you consider and set up your digital marketing campaign, keep in mind the following 3 ways to improve conversion rate through analytics:
1. Evaluate What Kind of Web Traffic You Get and Where it Comes From
Web traffic is a blanket term that describes many metrics, but essentially it’s the number of online users making their way to your website. Measuring website traffic and evaluating where these visitors come from is critically important to conversion rate, as increased traffic can mean more sales and revenue. However, it can also mean wasted effort if traffic comes from sources that aren’t interested in your product or service.
An overwhelming amount of traffic to your website doesn’t mean you’ll get great conversions. It simply gives you fuel for study of the types of leads coming in and their relevance. Analyzing web traffic in depth allows companies to see which leads are paying off and which should be ignored for other strategic traffic acquisitions.
2. Research Keyword Ranking to Improve Conversion Rate
Many companies know the importance of researching keywords relevant to their businesses, including long-tail keywords. But, some new startups need to grasp how vital keyword research is – and do it quickly.
Integrating appropriate keywords into website copy, title tags, meta descriptions and alt tags is one of the fastest ways to get ranked with Google and other search engines. Ongoing analysis of your site’s keyword rankings according to the various search engines lets you know if you’re on target or if you need to re-evaluate keyword usage.
3. Consider Social Media Reach
Marketing on social media channels has been one of the best ways to improve your reach for years, and it still is. Facebook, Twitter, Instagram and even LinkedIn provide brilliant ways for you to increase your brand’s visibility and get content shares that lead consumers directly back to your website.
Did you know that you can reach more than 1.8 billion people around the world by marketing on social media? Not all of these people will be interested in your offerings though, so you must know how to analyze social media traffic and determine which channels (and types of users) are prime for conversion.
In addition to these kinds of analytics, you should be looking at the types of content that bring in leads, your PPC budget, how many returning visitors your site gets and the effectiveness of your email marketing campaigns. It can be difficult to follow many metrics in effort to evaluate conversion rates, and that’s where Softline Solutions comes in. We’re in the business of sifting through large amounts of data to tell you how and where chances must be made in order to see consistent and increased conversions.
