It will surprise you that most ecommerce companies forgo monitoring their digital marketing performance simply because they don’t know how to measure digital marketing outcomes. Failure to constantly monitor and measure your campaigns is just like flushing your budget down the drain. However, you don’t have to sit in the dark, you can start tracking your ecommerce campaigns to see your progress. Ecommerce websites scraping is useful from measuring competitors website which leads to goals for your business. Determining the effectiveness of an ecommerce marketing campaign can be challenging if leaders don’t know what to measure. Stating your goal is the ultimate starting point; and after you’re done with this guide, you will know how to do it.
Look Beyond Numbers
You need metrics when measuring your ecommerce digital marketing campaign’s effectiveness. While this is the first step, some business goals can be challenging to quantify and thus require qualitative data instead. For instance, imagine rebranding your business to give customers a new outlook towards your company. Instead of measuring the click-through or conversion rates, try tracking the perception changes among your target customers. To get quantitative measurements, you must compare the customers’ survey comments or use sentiment analysis with a significant focus on the group results.
Look At Your Customers’ Retention Rates
Modelling your ecommerce marketing campaigns to target existing customers usually focuses on driving more sales. For instance, mobile app messages or email focuses on personalization and the existing customer data. Usually, these channels use past purchasing information and browsing history to make targeted offers. A customer may have checked a product on your website a few days back and spent considerable time looking at but eventually didn’t buy. Therefore, your follow-up mobile app message or email should highlight a special offer or sale of that product.
If the customers make a purchase afterwards, you will know that your targeted ecommerce digital marketing campaign efforts were on the money. If they don’t make a purchase or even unsubscribe from the email list and deactivate the mobile app account: you’ll know your messages had the opposite impact. This way, you can revisit and tweak either the messaging or strategy altogether.
Monitor Traffic by Source
The geo positioning of your campaign matters too. For instance, if you’re in South Australia, and say, you want to know how your digital marketing in Adelaide is doing, start with the traffic source, a metric you can find on Google Analytics. It will help indicate where your traffic is coming from, and Google Analytics will tell you if they are from affiliates, direct, paid search, display, or other places. This will give you clear information on how your ecommerce marketing campaign is doing, and you can see which channels drive more traffic. These will then become the business’s qualified leads, which you can use to make more actionable marketing decisions.
Consider The Historical Metrics
During each marketing campaign launch, you are looking forward to it to doing better than the last one. As a result, sales managers are always on the lookout for ways to improve their last year’s numbers, while marketing leaders focus on showing they are increasing return on the ad spend. However, having a benchmark is crucial to know which parts need improving and by how much. This is where the historical metrics come in. You can begin with ecommerce analytics to reveal the online store traffic conversion rates and volumes.
For instance, the website’s previous traffic pay-per-click ads are commendable, but the past year’s data shows that traffic is flat, and thus you need to increase it. Therefore, you can use the traffic volume as the benchmark and determine whether the current pay-per-click ads campaign shakes things.
Monitor The Brand Awareness
Improving your brand awareness is one of the best moves in digital marketing in Adelaide. With good brand awareness, more people will learn about your products and services, thus will build credibility and trust among your target audience. This will lead to better conversions. For instance, you can measure the site’s impressions on your PPC campaigns and social media accounts using the insight features. This lets you know how often the target audience sees your content. A higher number of impressions means better brand awareness and, thus, more leads. However, you must adjust your social media strategy when the impressions are low. Ecommerce digital marketing does more than drive sales to your website. To best determine its effectiveness, sales numbers are crucial. Therefore, linking the correct data and results to different campaigns is vital to improving your ROI and influence. Marketing leaders can achieve this by focusing on historical metrics and benchmarks. And since campaigns have immediate and long-term impacts, including customer loyalty and sentiment, in the final analysis is crucial.
