As a marketer, you depend on data to create campaigns that are relative, informative, and delivered in a way that best suits your customers. You constantly check which embedded links receive the most clicks and how many subscribers go to your landing page. That’s very helpful, but the metric that is most important to your bottom line is how many people take the action your email campaign was designed to inspire, whether it’s a purchase, sign up, survey, or event. After all, that intended action determines the success of your campaign, right? We call that “goal conversion”. But it’s also very important to understand “how” you achieved those conversions, so you can repeat it. |
Integrating Google Analytics with your GetResponse Account gives you an easy and quick way to track goal conversion rates and capture the “paths” your audience took to get there. Website owners focus heavily on sales conversion goals, but there are many other online behaviors and activities that could provide long-term value and insights. Here are a few examples of metrics you should measure to help optimize your conversion rates and campaign success: |
Check out our “10 Must-Track Email Marketing Goals”. Are you missing any? |
-
Completed online sales − by far the most important goal for any online retailer. Track exactly how many sales each campaign returned, then follow up to capture add-on sales.
-
File downloads − track clicks on links that lead to file downloads. Great for determining popularity of content and formats offered, e.g. PDF, MP3, video, etc.
-
Contact or inquiry forms – learn how call center and website sales performance stack up when responding to inquiries. Duplicate whatever is working for better combined results.
-
Demonstration or pricing requests − this indicates strong interest. Rapid follow up is critical!
-
Blog or social media posts – check out users’ engagement in the conversation. What are they saying? Does it impact customer profiles or product offerings? Should you jump in?
-
Social bookmarking options – if you offer social bookmarking buttons on your site or in your email messages, you can track how many subscribers joined your community and respond.
-
Opening new account − understand how many users progress from filling out a new account form to completing the order to determine if you are making it too confusing or difficult to open an account. Are you including too much information…or not enough?
-
RSS feed subscriptions - track the performance of RSS placements on your site or in your email campaigns and newsletters. What’s popular? Which ones lead to “desired actions”?
-
Event registration − evaluate interest in different event topics and formats (i.e. webinars, training calls, video broadcasts, etc) and the effectiveness of your invitations or announcements by calculating the number of registrants.
-
Newsletter subscriptions – always an important measurement of interest! Let’s say you bought a new list to promote your latest product – how many also signed up for your newsletter on your splash page? That should tell you if your list was worth the investment!
|
If you set accurate goals prior to deploying an email campaign and spend time getting comfortable with Google Analytics, you can analyze your “goal funnel” and constantly improve your results – from email messages, to links, to splash page and website offer. Lead your prospects down that “conversion path” and the revenue will come! |
|
|
|
