Optimizing the Digital Marketing Experience For Your Customers
Even some of the smartest digital marketing experts lay too much emphasis on online sales to measure the success of their digital marketing strategy. The final click of a customer is not where the story should end. In fact, it is extremely important for digital marketing specialists to also consider other experiences through which potential customers interact with their website, which might later turn into sales.
It is not always possible to get online conversions through digital marketing activities. In fact, the average online conversion rate is only around one to five percent, for most businesses. Hence, it is important to consider conversions from other avenues, which may occur as a result of your digital marketing activities, to get a better understanding about the effectiveness of your online marketing strategy. Some of these avenues are:
. Store visits: Check statistics from the store locator/contact us page of your website, and compare them with store sales data. This will help you learn if website visitors later dropped by your retail store, to purchase products they first heard about through your digital marketing campaign.
. Hidden conversions: Some customers may make a purchase, many weeks or months after they first see your online marketing message or visit your website. Don't discount them just because they thought of buying outside your pre-defined conversion window.
. Technical difficulties: Sometimes customers may be unable to fill out an online form, access the online payment gateway, or have an expired credit card. Though these events are difficult to connect, you should assign them some weight while conducting an analysis of your digital marketing strategy.
In addition, there are customers who don't convert because of negative website experiences. Maybe your product was priced too high, or your website did not function in their browser, or there was not enough product information. Whatever the reason, this type of user behaviour should not be ignored. Evaluate metrics like bounce rates, length of visit, keyword segment performance, and abandonment rate, for a sense of where things are going wrong, so that suitable corrective measures can be taken.
Optimizing A User's Experience
Once you get data about the various paths website visitors follow before making a purchase, it is important to optimize their online experience so that you get more website conversions.
For instance take the example of a business that spends £500 on digital marketing activities, gets 100 clicks and two conversions. Now, it is not possible to optimize your website based on the experiences of only two buyers. In fact, it is more important to learn why the other 98 people who clicked did not make an online purchase. It could be simple reasons like better content or browser compatibility, but if you don't assess them, you will not be able to optimize your website.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or email@example.com.