Top Ten Tips for

Measuring success with your Digital presence

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It’s never just about one thing – and it’s never just about measuring it once. Monitoring digital success is about a blend of lots of different measures, so be prepared to consider multiple inputs that will help you to adjust your plans – on an ongoing basis.

Start with the “real” end(s) in mind

– and work backwards. If you’re ultimately driving towards revenue that’s generated as a result of your digital and social presence, what are the steps that contribute towards this? Opportunities landing directly with your sales team via click-to-chat, online forms, submission of details through gated content, and so on.

What’s your ideal customer journey? Use this as the starting point – and then consider where and how you ‘show up’ in search engines. And remember, your search ranking changes over time based on site tagging, site search – and social media activity.

Before you start: Create a summary of where your ‘typical’ (target) customers go online to do their research, what they feel and think about your brand, who they look up to, what content is most interesting to them, how they buy, their typical pain points, etc... To build a more accurate picture, consider asking some of your current customers for their thoughts.

Starting with a “customer-centric” view of digital use will help you to evaluate how your various properties are measuring up.

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What’s your starting point? Ensure you have a benchmark against which to measure or you’ll never know how successful your activities are.

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Avoid analysis paralysis! It can be easy to get bogged down in lots of different data sets – constantly go back to your original goals to ensure that data and insights are really supporting your overall goals.

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How do people feel about your brand, products and offerings in the social media space? The sentiment they show is as important as the number of times you’re mentioned! Consider using tools like Dynamics Social Listening to assess positivity levels, compare your presence to competitors – and gain insights into how you can impact / change positivity about your brand.

Where does your site traffic come from? Yes, this is about measuring investment sources (search engines, banner advertising etc...) – but it’s also about identifying the outlier sources; the sources that you may not expect. Sometimes a source may be a surprise – and could indicate new and unique methods of encouraging site visits.

Consider your best performing pages. Is there a correlation between visits to these pages – or downloads from somewhere else – and the overall calls to action that have been initiated? If specific page traffic goes up when enquiry levels through clicks go up – this could indicate different focus for your investments to drive traffic to one particular part of the site.

Not all measures are equal; some are more important than others; it’s only through regularly reviewing them – and watching for trends, that you’ll be able to see the correlations mentioned in 7 above.

Build a funnel of opportunity that you create. Start with “reach” (i.e. how many potential customers you’re reaching out to with your activity) and then work through how and where this number reduces (the number that connects into our digital properties as a result, the number that stay on a page; the number that click-to-chat with a member of staff etc…). Knowing where and how you lose people through the stages of their journey with you can provide indicators and insights into improvements and changes you make to their experience.

Remember: Digital is measurable – but it’s not just about the measure itself and

the actual number - it’s the trending,

comparisons, changes and insights you glean

from the measures that are key to success.

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