Digital marketing is a vast sphere, but it’s an essential part of any eCommerce store’s success. You might have the most magnificentShopify e-commerce site, created by the best Shopify developers yet if no one can find you, it’s going to waste.
It’s for this reason why businesses invest so much time and money into the numerous digital marketing disciplines. It’s why marketers work so hard to gain the knowledge and expertise to create strategies which bring in results.
“I really like the concept that the modern day marketer needs to be part-artist and part-scientist.” Mark Brayton, Content Marketing Director at Barclays UK.
How do you measure these results, though?
Why Do You Need to Measure Your Success?
Part of creating engaging, winning digital marketing strategies is knowing what works, and what doesn’t. There’s little point in spending valuable time and resources on a campaign which will not result in the end goal.
What is the goal? Increased exposure and brand recognition? Boosted sales? It depends on your campaign.
Investment in digital marketing is only set to increase. It pays to be savvy and discover what aspects are profitable for you.
Only 39% of digital marketing strategies are effective for businesses. You need to stay ahead of the trend.
If something is not working, you need to know. What’s more, you need to know quickly. By responding to patterns and audience behavior in real-time, you can achieve the end goal.
It’s a significant shift in control which traditional marketing doesn’t allow. Running a newspaper campaign which strikes the wrong note will damage your reputation. It will damage it far more and for longer than the wrong keyword used in your SEO.
Only by measuring every aspect of your digital marketing campaign can you truly know the result. This data can then be used to create further strategies. You will know what your audience likes and what they dislike. You will know what content they love. Most importantly, you will know what product they want to buy again.
The Two Metrics to Watch:
- Conversions
Conversion is a specific action taken by a customer on your eCommerce store, such as buying a product. Enlisting the help of Shopify experts will drastically improve your chances, of course. However, measuring these rates is vital to know if you are hitting your ultimate goal. The three to watch especially are:
- Online Sales
- Leads
- Phone Call Leads
Online Sales: This is the simplest way to measure your digital marketing success. It is also the most critical for eCommerce store owners. You need to know which products are driving your profits. Importantly, you need to know which are not. By identifying this vital data, you can focus your efforts on promoting certain sales.
Tip: Use an analytic platform to track this, such as Google Analytics. You add a small snippet of code from each page to see which campaign is making its mark successfully.
Leads: A vital way to encourage more consumers, but also an essential measurement of success. For example, you use Live Chat on your eCommerce store. Not only is this a fantastic way to engage and respond to consumer queries, but it is also an important feature for conversion rates.
Tip: You can monitor leads through building tracking into your Live Chat. If you need help on how to do this, a Shopify developer will be able to assist you. After, you will be able to see which campaign is boosting your sales.
Phone Call Leads: This poses another question. How can you monitor how many people arrive at your eCommerce store via a phone call?
Tip: You will need a dynamic number insertion (DNI). This number will show how many visitors arrive at your website via different phone numbers.
- Visitor Behavior
Depending on what a visitor does, you can determine the success of your digital marketing effort. Two to watch in particular are:
- Website Visits
- Bounce Rates
Website Visits: This is a very simple but crucial measurement. Which of your digital marketing efforts is resulting in visitors rushing to your website? When you understand where your website visitors are coming from, you can concentrate your efforts elsewhere.
Tip: Go one step further by tracking organic vs. paid visits.
Organic search results are when your keywords have worked. Paid, in comparison, are paid adverts, such as PPC. By understanding these, you will know which SEO efforts are working, and which are not.
Bounce Rate: If a consumer lands on your page, but almost instantly hops to another site, it’s bad news. Why? It shows that your site is lacking something.
What could my site be lacking? Perhaps the loading time is very slow. Or it isn’t optimized for mobile devices.
Your bounce rate is a critical measurement to understand to ensure you fix these problems. With most of these issues, turning to Shopify experts will help remedy it quickly.
Regarding specific marketing campaigns, a bounce rate could indicate a serious disconnect between the content and the landing page. If a blog article uses an anchor text describing a “black dress,” but the landing page is for “blue boots,” you have an issue.
Tip: Use analytical platforms to easily spot trends which point to why this is happening. You can then create new content which correctly reflects the landing page.
To Conclude
If your online store isn’t focusing on digital marketing, this needs to change. By enlisting the help of Shopify eCommerce development experts such as ourselves, you can track and monitor which marketing strategy is successful. Only by doing so can you truly understand what your audience wants, like, and dislikes.
For any information, our friendly and knowledgeable team of Shopify experts are here to help!
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