What kind of strategy and mindset is required to successfully market online?
As Avinash puts it, “the trinity“: 1 Acquisition, 2 Behaviour, 3 Outcomes. This is how we get insights into our online marketing.
Approaching our analytics this way, helps us gauge the full effectiveness of each area like content, marketing campaigns, seo, ecommerce, etc. It helps us understand the full journey and like reading a book, become part of the story.
For instance, in order to measure the effectiveness of our content (we are trying to make sales and reach goals here), we can trace the journey like so: For each of the most popular pages, I want to see where they came from, what their behaviour was, and whether there was an outcome:
Secondary Dimension: Source/Medium
And, our Metrics of course,
Acquisition Metrics: Entrances (note how many different ‘doorways’ there are!), Unique Entrances
Behaviour Metrics: Pages/Visit, Time on Page (use as a guide only), Time on Site, Bounce Rate
Outcome Metrics: Transactions, Visits to Store Locator, Membership Signup etc…
Time for insights.
Which pages have higher than average bounce rates? Is the content relevant?
Where there pages that you’d expect to lead to an outcome but didn’t? Why?
Avinash again, “Trinity aims for win-win”. We make sure that for the sources and pages, we engage the user and encourage sticky behaviour on the site, providing brand engagement and experience, and relevant information for the user. The bounce rate is something that can give an immediate give away, as to whether the traffic coming to that page saw the information as relevant to them or not. If we are looking to see whether a particular goal was achieved after the user entered the page, we measure the outcome with a view to satisfy both us and the user.