Digital marketers are always glad to see that consumers respond to their efforts. As long as the company has a fluent communication with its audience and shares valuable content with it, social sharing won’t hesitate to expand. Having people interested in what a company has to communicate is great, but that doesn’t guarantee business profitability. At the end of the day, what do really matter are sales. Marketers won’t be just glad, but delighted to see a growth in conversion rates.
Metrics don’t just measure. They give valuable insights for marketers. Used for segmentation, metrics can save marketers from spending money on inappropriate segments of traffic. What is the meaning of an “appropriate/inappropriate” segment? It depends on each type of online business.
For example, e-commerce websites should target those consumers who have the intention to purchase. Besides the conversion rate, the purchase intention is another vital key performance indicator. It isn’t provided by Analytics, but you can get it by using surveys to find out from visitors their reason to search for your website.
You can find out that some of them just want to do some research and compare offers, while others really want to buy. Depending on these findings, visitors can be addressed with a personalized approach. This would be an example of an appropriate segmentation. I’m currently using Marketizator as a tool to create surveys, to measure the results and then personalize customers experience on site.
You can find the original content that made me decide to write this post on Mashable. You’ll also find a nice graphic that reveals the different conversion rates by referrer. Social media doesn’t get too many conversions for a website, as I’ve mentioned in the first paragraph. The article reveals facts that prove how important is to monitor the conversion rate for a website.
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