Sometimes even a perfect plan starts looking not-so-perfect after some time, when actual visitors and customers start going through the buyer’s journey you crafted for them. Problems could range from the technical side or from the business side.
Keep your technical team ready to always be prompt in fixing issues such as unresponsive pages or site functions, as well as bugs that might pop up every now and then. Customers can get very irritable with even the simplest function failures, such as blank pages or slow data verification.
According to studies, 67% of customer churn could have been prevented if the issue was resolved on the first touch point or engagement, so don’t take error reports lightly.
Next, use social listening tools especially for posts or content hosted in social media networks, as they can provide rich data from visitors browsing your content. Using these tools, you can monitor if the posts are leading traffic into your main platform or around your supporting social pages, which will in turn could lead into purchases. Note these key performance indicators (KPIs) you can use:
- Percentage of sales or revenue – The total sales or revenue you get once you have achieved the Omni Effect can help you measure how much you have improved versus your previous performance.
- Social shares (paid and organic) – Shares on social media are a great metric on knowing how interested your target market is with your product, and can help you gauge in creating evangelists for your brand. Ideally, high organic shares mean your content is working the way they were designed to.
- Total and per site traffic – Be observant on how your platforms perform as this can also indicate which avenue or channel you can focus more effort or resources on, especially if they get higher traffic. Higher traffic usually means more potential customers coming in.
- Traffic-to-lead ratio – Of course not all visitors can become absolute believers. It is important to check if the traffic-to-lead ratio is high as you can also pick up from here if their Customer Experience (CX) or User Experience (UX) has been satisfactory.
- Lead-to-customer ratio (or conversion rates) – One of the best indicators for website performance are conversion rates. When lead-to-customer ratio is high, it can mean that your content is compelling enough to convince people to purchase or buy-in to your idea.
From here, your next goal is to troubleshoot weak areas or focus on low-performing indicators above.
