3 steps to improve your online marketing strategy
Often, when a marketing strategy doesn’t work, you don’t know how to explain it. However, improving the marketing strategy of your website can be summarized in 3 steps: identify the relevant indicators, measure their performance, then formulate assumptions to make them evolve. In this article, We will explain how to set up this progression loop for the benefit of your digital marketing.
What are the relevant indicators?
Recently we wrote an article that explains how to optimize conversions, in which we present the following indicators: conversion rate, revenue per prospect, average customer basket and loyalty coefficient. These indicators describe the overall digital project and not only help to improve the website’s marketing strategy.
To remember: in terms of conversion, the main objective of a website is to transform a visitor into a prospect. We need as many people as possible to leave their contact information. For a blog, if you are between 3% and 5% conversion, that’s fine. Below 3%, existing facilities need to be improved.
How to measure performance?
Various tools measure the performance of your capture forms. The two best known, in my opinion, are Gravity Forms and Thrive Leads, the second being much more precise and oriented towards conversion optimization. You can also measure your conversions very precisely with Google Analytics, but its configuration and data feedback are much more difficult than with tools created specifically for this purpose.
Improving the marketing strategy of your website also means knowing when to measure the performance of the tests set up. This is the purpose of the next paragraph.
When to measure performance?
One of the least understood aspects of performance measurement is the time allowed for the test to run before the results are measured. As we often like to say, “Give the test a chance.”
We have often seen people condemn a marketing strategy, simply because, in the time available, the results were not there. Personally, we recommend waiting until we have achieved “5 times the desired result” before concluding that the solution we are testing is valid or invalid.
A practical example: You aim for a 3% conversion rate on one of your e-mail capture forms. Thanks to the tools installed, you know how often a form is displayed on your website and how many people register via this form. Your goal is for 3 out of 100 people to register this way.
Before measuring the results of the test, we advise you to wait “5 times the desired result” i.e. 500 displays of your form :
- If your form has been displayed 500 times and has reached a minimum of 15 conversions, then your test is validated. Otherwise it is invalidated and you must imagine another one.
The Key to Improving Your Online Marketing Strategy
The real question now is how to make relevant assumptions. And the key to doing that is one word: segmentation.
Take for example our site www.cruxcreativesolutions.com. In several places, we invite you to download white papers on different themes. These white papers are not random but always related to the content of the article that is displayed.
Indeed, behavioral segmentation consists in proposing to the reader to download content according to his behaviour, i.e. his interests. In this case, on a blog, it’s quite simple, because the visitor usually just did a search on Google.
The scenario is simple:
- An Internet user asks a question to Google.
- He arrives on an article in your blog that answers his question.
- You offer him to download premium content in exchange for his e-mail address.
- The challenge is behavioral segmentation: you need to deliver the right content to the right people as accurately as possible.
Where do I start?
Note that this optimization is very important, since, in a digital project, your turnover depends directly on the number of prospects in your database. As the Americans say: “money is in the list”, which means that the more targeted prospects you have, the more sales you can get.
Here are the 4 steps to act today and improve the marketing strategy of your website:
- Identification: Identify pages that do not convert or convert little. These are all the pages on which your forms are displayed but which do not generate many entries.
- Segmentation: make semantic groups by grouping several of these pages into groups dealing more or less with the same subject.
- Hypothesis: create premium content (white paper, audio, video, etc.) of your choice, dealing with the subject in depth.
- Test: integrate your new forms on the pages you have identified and measure the new conversion rates.
By doing so, you will enter a continuous improvement loop, beneficial to the overall conversion rate of your website. To know more about the website marketing strategy, click here to contact us!