For example, in one of the projects, the conversion from Google was significantly lower than from Yandex. Data analysis showed that the first service was mainly sending mobile traffic. In addition, some problems were identified in the mobile version of the site. Having eliminated them, the employees saw that the conversion russian business email list had increased significantly. This led to an increase in profits without additional advertising costs.
It is important to measure baseline metrics in different contexts and conditions. At the same time, it is important to monitor the average conversion rate of the site for planning and budgeting.
Enable end-to-end analytics
The use of end-to-end analytics is necessary for full tracking of promotion effectiveness. You will be able to learn about the number of applications, the percentage of target requests, conversion to sales, average check, etc. These metrics will help evaluate the effectiveness of advertising in financial terms.
Analytics and optimization
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Don't focus on all channels
Some channels don't drive direct conversions. Don't expect immediate results from channels that work to build awareness and interest among new audiences. They are important, but their effectiveness shouldn't be measured solely on conversions.
Analyze conversions along with other metrics
In addition to CTR and conversion to sales, you should closely monitor such metrics as:
CPC – cost per click;
CPA – cost per target action;
CPL – the cost to attract one lead.
These metrics form the basis for evaluating the effectiveness of marketing efforts.
In the area of telephone sales, it is necessary to additionally take into account two important indicators: the percentage of calls and the percentage of clients who entered into dialogue. These metrics influence the overall conversion of the sales department.
Here's a clear example. A sharp increase in the percentage of missed calls from 30 to 65% led to a decrease in sales. It was later discovered that the number had been flagged by the Get Contact app as unwanted. After making changes to the number and returning to the original conversion rates, sales increased again.
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Common mistakes that reduce conversion from calls to sales
An erroneous conversion will result in the advertising campaign being composed incorrectly and the promotion channels being defined incorrectly. Let's look at the errors that lead to a decrease in conversion.