Tracking Results for Better Conversion
When you are crafting your home improvement marketing strategy, there are a number of questions you need to ask yourself.
Do you know what is and is not working?
Do you know your lead cost for each of your Internet strategies?
Do you know what a ‘goal conversion’ is?
Are you reviewing your ‘goal conversions’ in your Analytics weekly?
Do you know how many leads your website is generating?
If you answered no to any of the above questions, you might be wasting valuable marketing dollars and not be aware of it. You have many great opportunities to be able to use your website data to track your results for better goal conversion and see a significant return on investment.
First, let’s start with some definitions:
1. Goal conversion – Any action that a visitor can complete on your website that results in a lead (or data acquisition) being submitted to you for follow up.
Are you aware that 50-60% of your conversions online will come in by phone? Do you have a separate 1-800 number to track and credit your website for this call?
2. Google Analytics – Tracking software that monitors vital statistics on a website and shows how many visitors came to the site; the amount of time visitors spent on the site; how many pages per visitor that were viewed; the bounce rate (percentage of people entering and leaving from exact same page); and percent of returning visitors vs. new visitors, etc.
In order to be tracked properly in Analytics, goal conversions need to be set up and tracked by “unique” thank you pages. Once this is done, Analytics can report goal conversions by your various traffic types:
Direct – Visitors coming directly to your website
Organic – Natural, ‘unpaid’ website traffic
Referral – Outside websites sending traffic back to your website
Paid – Pay per click traffic
Other – Traffic from unique trackable links (such as newsletter traffic, for instance)
Wouldn’t it be nice to have this info at your fingertips to let the data tell you what the best decisions are for your website and Internet marketing strategies? Are you interested in tracking these results so you know what is and what is not working in order to increase the number of goal conversions from your website?
To end with, let me leave you with a quote: “The value of web Analytics solutions is not in their ability to collect data, but to measure customer behavior which provides a basis for replicating success or driving change.”
Bring Me My Leads is unique in developing Internet marketing strategies for the home improvement industry because of our association with Bee Window, so we have proven benchmarks from our clients. We understand what works and what does not work, and since we live and breathe it on a daily basis we understand how to crunch all the necessary numbers (cost per lead, demo rate, conversion rate, etc.) and how to track all of these results.