Dec 10, 2013

Metrics & their power to influence the profitability of an online business
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Written by : Elena Dobre| 0 | B2B, Marketing, Startups

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.

download Your customers are different. Address them with different products, offers, that fit their needs.

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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Elena Dobre

Elena Dobre is now trying to learn more about conversion optimization or how to spend less and convert more from what you already have. Personalization is the favourite approach in what online marketing is concerned, because it's more about human, not just clicks. That's why she is looking forward to create more valuable and relevant content.
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The success of an e-commerce website is not determined only by its products and offers, no matter how amazing they are. It is also influenced by how visitors feel about the website.


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Elena Dobre

Elena Dobre is now trying to learn more about conversion optimization or how to spend less and convert more from what you already have. Personalization is the favourite approach in what online marketing is concerned, because it's more about human, not just clicks. That's why she is looking forward to create more valuable and relevant content.

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