The biggest problem we encounter and always seek to improve is “Knowing What Works” (and what doesn’t).
In order to get the best ‘bang for our marketing buck’ we’d invested heavily in developing systems to measure metrics and conversion rates etc. Without a way to measure results, you’re just blindly throwing away your marketing dollars. We use affiliate tracking links to manage the results of our campaigns and have built systems to count daily signups and activity.
Here’s some examples of the items we track daily from marketing effort:
- How many visitors came to the website from a campaign
- How many signed up for a trial account
- How many trial account holders contacted us directly
- How many purchased a code download
- How many signed up for a subscription account
For example (not real figures):
- 2500 visitors came to the website from a campaign
- 250 signed up for a trial account (10% conversion to trial)
- 35 trial account holders contacted us directly
- 9 purchased a code download (0.36% conversion to code purchase)
- 12 signed up for a subscription account (0.48% conversion to subscription account)
And here’s the deal…
If the revenue generated from the 0.84% total conversion is greater than the cost of the campaign, then that’s great! Spend more!
Doing this means we can effectively track our marketing, throw more money at successful campaigns, and spend less or drop the bad campaigns…
These days it’s ALL about conversion rates and metrics, otherwise you just don’t know where to improve…
For a laugh and to quote ‘Dr Phil’ – You can’t change what you don’t acknowledge!
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About the author:
Julian Stone, CEO â€“ Project, Task & Time Management specialist for: ProActiveSoftware.com, ProWorkflow.com & Julian101.com
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About The Author:
Julian Stone begin_of_the_skype_highlighting end_of_the_skype_highlighting is the CEO of ProActive Software, developers and creators of the leading web based project management software http://www.proworkflow.com.