In every campaign, it’s crucial that some goals are set, right from the beginning. It helps drive the team to the end result, while also helping the team come up with more ideas for the business along the way.
But sometimes, focusing on that one constant goal can result in what we call, ‘Data Paralysis’. This is where you essentially have so much data from the client of what their existing audience is and how they interact with their brand, that it can be challenging to set apart the crucial data to work against in a campaign.
When weathering this, it’s always best to go back to the one constant; the conversion rate.
What a Conversion Rate Needs To Be for the Client
When clients come to us, they recognise they need help but they don’t know exactly what. Similar to what Tom said last week in the newsletter; it’s up to us to push the right message, but to bring value to them in every campaign we create for them.
From different social channels to brand awareness, it can depend on the needs of a client, no requirements are the same.
Let’s say for example, we were in a meeting with a potential client. From the moment the meeting concludes to signing the contract, I know the conversion rates of them signing with us, to the order rate, all the way through to someone filling out the contact form.
This all goes into the CPC, and it gives us a great understanding into how best we can cater to the audience in growing the brand.
When you start looking even deeper, such as into demographics, you can be very precise into how niche your audience can be. All these aspects can ultimately end up attracting new users to the website.
Paralysis by Analysis
We can analyse the data for as long as we can, with many meetings, presentations and Zoom calls to back it up. However, without a clear goal in mind, the aims could become muddled. In the aim for any campaign, you need to be extracting the key statistics that are measurable, but also tangible for your marketing managers.
They should always show potential for something else in the campaign; what other keywords could you go for? Is there another social channel to experiment with halfway through?
If the data proves the potential, then it can help that end-goal.
When it comes to analysing the right data, it counts to look at the first touchpoint of their website for example; it sets the foundation for where the campaign can build on for the conversion rate.
The conversion rate can tell you so much about the existing audience that visits a client’s website, for example:
- The types of traffic throughout the week
- The website functionality
- Is the contact form in the right position
- Is the email easy to find
All of these aspects and more can tell you about the conversion rate and how a team can really hone in on opportunities to grow an audience.
You always need to have your eye on the conversion rate, your eye on the cost per acquisition. These and many other aspects add up into making sure that the team knows what to focus on for the campaign as a whole, as that will drive in new ideas and new directions for the brand.
Overall, this will only bring about positives for the team and for the business, growing ideas into conversions and much more. It completes that circle of partnership between us and the client, which is something we all value at Distract. The collaboration focuses on the data at hand, and it can help spur new ideas that the client may have been unaware of previously.