Far gone are the days when the ball was completely in the marketer’s court. Now the users seem to have a slight edge. Today’s customer has more choices than ever, and that makes him a well informed and a smart client. Now you want to acquire a smart client? You’ll have to be more marketer than you once were.
What does a marketer seek? Visitors on the website? The best chances of engagements and conversion occur when you serve a great web experience.
Understand your audience first
Yes, that’s where the marketing begins. Before you make any move, you need to understand the kinds of visitors you get. Now if you are selling online, you broadly come across three main categories of visitors. They can be
Watchers: They don’t buy anything but just amuse themselves by viewing your products and offers. They don’t need anything currently.
Prospects: These people visit your site seeking similar products and offerings.
Clients: They have been using similar products and visits to enquire the best offers and deals.
The buying process
Next thing that you would need to understand is how and online purchase takes place. There are several fixed steps that a buyer goes through. A user will start with communicating and engaging with your website. Then he will evaluate his needs and the benefits he is getting from you. Finally, if he is happy with the deal, he will decide to buy.
Once done understanding your visitors and their habits, You can design and strategize you campaign, Most effective campaigns can be-
Informational campaigns: Those campaigns where you let people know and understand your products better. These campaigns improve your brand name.
Promotional campaigns: Promotional campaigns mostly target your prospects and clients. Here you make them aware of the latest offers, discounts, coupons, deals, and benefits that they can take advantage of.
Knowing you customers and their buying habits will help your campaign strategy. Now after running your campaign, you need to track the progress and effects of it on your website engagement.
Here’s an example
The metric that a marketer usually uses to measure the performance of his campaigns is “Page Views.” They take the higher page views as their measurement of business growth. But, there’s a catch. Not all the page views convert, and that’s why the number of page views is always higher than the number of conversions.
Now, what would be a better scale to measure your conversion? You can do this better using the following metrics
1. Number of views with view time > some fixed gauge time
2. Number of sessions with page views > some fixed gauge number
Now, these metrics present a more clear picture whether your visitors stayed enough on your page to read through you campaigns and convert. You can also gauge the quality and potential of your campaign and content.
The ideal metrics
Now you want to measure the website engagement more precisely? Here is the full list of the best metrics to do that.
1. Number of views with view time > some fixed gauge time depending on the case
2. Number of sessions with page views > some fixed gauge number depending on the case
3. Numbers added to cart vs. discarded from cart
4. number of chat sessions (if applicable)
5. Returning visitor bounce rate
6. Number of website search
7. Number of likes and shares on social media
8. Average time spent on the site.
9. Number of links referred by users to their circles
10. Number of users ratings on offers
11. Video clicks and average play time
12. Number of reviews and comments
13. Search engine ranking
14. Clicks on the offer category
15. Average visits from email and landing page clicks
16. Sources of visits
17. Number of mobile and tablet visitors
Better campaign results
Next, what if your campaigns aren’t performing up to the mark? You may also think what the best and result driven campaign strategies are. Here’s what you should do.
1. Campaign Features: Use these features in your campaigns
- Personalised offers
- Category offers
- Latest offers
- Upcoming offers
- Discount comparisons
- Rating and Reviews for offers
- Recommendation based on client history
- Relevant website search
- Facebook likes offer
- Social media referral offer
- Refer a friend offer
- Chat and Surveys
2. Multichannel campaigns: Never target your audience via a single channel. Get to them through various channels like the website, newsletters, social media, etc.
3. Quality content: Everything else will work only if you have quality content. Your visitors and client are only seeking benefits and values. You offer what they want to see, and you have them with you.
We would wrap it up by suggesting to market according to your audience’s minds and not your own. You will sure get them on board.