Ok I Have My Analytics, Now What?

Ok, so you tracked all of your data from a recent marketing campaign.  You set a goal, you used a separate number, and you used a separate website (and separate analytics for each page).

You gathered all of the information.  Now what?  What the heck does all this mean and what do I do with the results?

You are not getting calls.

1.  The ad needs to be optimized.  We are big fans of A/B split testing.  Test several ads and see what works.  And test, test and test again.  We have changed 1 line in an ad and had a 460% difference!
2. The media is wrong.  Hopefully before you paid for the ad, you identified your ideal client.  And you determined that your ideal client is part of the audience of this media.
   After you have tested and tweaked and tested again and again, you may determine it’s the wrong media.  The solution:  STOP PUTTING MONEY INTO IT!

You have a ton of people calling in, but the sales are not there.

This could mean a few different things:

1.  The person answering the phone is not doing a good job converting the leads into sales.  This can easily be corrected with a good script and coaching.  Most of the time we find that we can You have a ton of people calling in, but the sales are not there.fix this and DRAMATIC
2. ALLY increase conversion rates and sales in less than an hour.
3. You are getting the wrong traffic.  The calls are coming in, but they are not qualified.  Either the ad you are placing is not communicating the right message or the advertising media does not have your target market.  By reviewing your ad and tweaking it, we are usually able to fix some of this.  But if the traffic is all bad, you just need to change your media (and we have had to have that conversation with many clients).
4. Your product/service is not wanted or is not priced correctly.  Very rarely do we see this one.  Usually it’s either 1 or 2.  But for new products or services, we have seen this a few times.

You are not getting website hits.

1.  Just like for the calls, you need to optimize the ad (using  A/B split testing).
2. The media is wrong.  The solution:  STOP PUTTING MONEY INTO IT!

You have a ton of people going to the website, but no conversions

This could mean a few different things:

1.  Your ad does not match your website.  People are thinking your ad is for something and they go to your website with interest.  Then they determine it’s not what they are looking for.  This is called ad congruence.  You want to make sure your offer on your ad matches the offer on your website.
2. Your website does not sell/convert.  If you are getting traffic (and it’s qualified traffic), and you’re not getting conversions, you may need to change your website.  We believe in doing A/B split tests on web pages also.  It’s a great way to optimize.
3. Your product/service is not wanted or is not priced correctly.  Very rarely do we see this one.

Need help making your marketing more effective?  Email me at robyn@jsbtampa.com or call 813.702.5925.