Step 1: Define Goals and Enable Customer Engagement AnalyticsEngagement analytics is an important, built-in part of DMS, allowing companies to measure the relevancy and effectiveness of their marketing efforts without requiring tracking scripts. Details about every visitor’s interactions with a website are collected and stored for every visit. Marketers assign values to the most critical interactions that demonstrate whether the visitor is engaged; these values are typically based on the likelihood that the interaction will result in a sale. To illustrate:
- “Opting in” for the company’s e-newsletter will have a lower engagement value than requesting a hard-copy catalog.
- Registering an email will have a lower engagement value than providing a phone number.
- Requesting a sample will have a lower value than asking a sales agent to call.
- How many times has this individual visited the website?
- Which marketing message generated the most positive interactions?
- Which pages generated the most sales in terms of order count and order value?
Step 2: Improve Conversion Rate by Optimizing ExperienceHaving people visit a company’s website is nice, but it is of no importance if the visits do not result in sales. The goal is to persuade visitors to take the next step — to add an item to their cart, click on the option to enter a chat with a representative or submit a form asking for a quote. Often, web developers save the “call to action” for the bottom of the page. In some cases, this is the proper location. However, in many cases, customers do not decide to interact at just one critical juncture; there might be multiple points where they feel the need for assistance, for example, or are ready to commit to a purchase. DMS helps marketers determine where those junctures are and which messages provide the best results at specific junctures. An analysis of the data collected can help marketers:
- Determine which pages received the most number of visits
- Determine the visitor’s previous location, such as a company’s Facebook page
- Determine the visitor’s geographic location, based on the IP address
- Determine the sequence of actions the visitor takes, such as going immediately to the knowledge base or catalog, initiating a search or navigating to a secondary page
- Determine the amount of time each visitor spends on each page
- Determine whether social media is properly incorporated in your website.
Step 3: Review and AdjustNo system, method or process can be truly valuable unless its effectiveness is evaluated. Comparing the conversion rate during the four weeks prior to optimization to the conversion rate during the four weeks after optimization is one way of measuring performance. Another measurement might be:
- Average length of visit
- Average order amount
- Number of requests for a representative to call