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If your website is an online shop selling products to consumers then it is probably easier to measure the success compared to a site promoting a brand.
Every website should have a purpose and be a tool which provides value to a business and you shouldn’t just have a site because all of your competitors have one. Your website should make up part of the marketing strategy and if it isn’t fulfilling its role then review the site to find out why people aren’t buying or not contacting you as a result.
Google Analytics is a great way to measure the success of your website and set benchmarks. A direct measure like the volume of sales or leads enables you to reach a conclusion easier. But if your website is there to endorse your brand then this can sometimes be harder to measure.
By using the data provided by Google Analytics you are able to calculate the sites’ brand engagement by analysing the search terms and direct visits to your site. This can help to measure the impact of offline marketing activities and your brands’ presence amongst your users.
So make sure that you have Google Analytics on your site and start measuring your site’s success!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.