If there was one thing I wish all businesses, bloggers, government organisations (i.e. everyone) would do, it would be this.
Measure all the things!
Never a truer word was spoken than Peter Drucker's oft quoted advice, “What gets measured gets managed”.
As an agency that specialises in digital marketing and online business solutions, you could be forgiven for thinking that we’re only about measuring online success - but that’s far from the truth.
We only know that the strategies we’ve developed are working when online and offline success are on par, working in symbiosis and supporting each other to help our partners meet their goals.
People don’t live their lives purely online or offline - even my Nana gets online sometimes - so when you are seeking to measure various stages of a customer journey (or, measuring along the entire marketing funnel) you need to incorporate data gathered from as many sources as possible to paint an accurate picture.
So what kinds of things could you measure?
First, I would really recommend reading Lesley’s article on the things you need to know about the Digital Analytics Model and have a go at completing your own version. This will give you a head start on understanding how to tie your overall business goals to digital goals, and the relevant online/offline measures you might consider.
Then it’s time to consider how you’ll measure all the things. The great thing about online measurement is that there are so many tools built for the purpose: Google Analytics, Facebook Insights, pretty much any direct email platform… but sometimes measuring the offline stuff can take a little more investigation, record keeping and analysis at your end.
When it comes to analysing results, go back to your original goal and start from there. What indicators could you look at side-by-side to see whether you’re tracking toward your goals? Here are some suggestions.
Goal: To understand where to put your effort to build brand awareness
What to measure: Traffic sources versus ‘how did you hear about us?’
Have you ever been to an event, a place, even DisneyLand for that matter, and been told you can win a great prize, just by filling in your details? These prize winning opportunities are short surveys in disguise, giving the event manager or business owner insight into their key demographics and often that all important question, ‘how did you hear about us?’.
While you can include a similar question on your website (maybe as part of the sales process) you might also like to compare this data with traffic source data for your site. How are people finding you online? Is one social channel well outperforming others in terms of driving traffic? Does this correspond with what people are telling you face-to-face?
Goal: To increase sales of a specific product, range or service
What to measure: Online sales versus offline sales
This one might be a bit of a no-brainer, but you’d be surprised at how many people don’t take the time to consider these things side-by-side. You might run an email campaign, offering 20% off a particular product just for newsletter subscribers or loyalty club members. What would be your measure of success? Your email open rate? Click throughs to your website? Number of online sales? Or the number of sales in-store? Ideally, you would track all of these things and use this data to seek out areas for improvement for next time.
Clothing stores, for example, might find that particular offers drive more in-store sales, because customers can try before they buy. Maybe the online sales skyrocket as customers try to hit a free shipping price point.
Goal: Increase overall productivity by reducing phone queries
What to measure: Online versus offline enquiries
If you have ever answered the phone in your organisation, you no doubt know that the 80/20 rule is 100 percent true. It’s most frequently quoted to remind you that 20 per cent of effort brings in 80 per cent of the reward. On the flip side, I think that 80 per cent of your phone calls are about the same 20 per cent of the work you do.
One way to reduce time spent on phones answering questions about the little things (often the things that don’t make you money) is to ensure that information is readily available and easy to find on your website, or give people an alternate way to enquire: show that you’re active on social media or create an enquiry form. Measuring phone enquiries might also expose areas of your website that aren’t working as they should. For example, if someone calls because they’ve seen a product on your website, but makes an order over the phone, should you consider improving the e-commerce capabilities of your site?
Goal: To be recognised for giving the best customer experience
What to measure: User journey versus the mystery shopper
Ah, the Mystery Shopper - a phrase that strikes fear in the heart of any retail worker. A Mystery Shopper process exposes the truth of the customer journey in your store. It can give you really good information on the strengths and weaknesses of your sales processes, store presentation, layout and team.
How does this compare to the experience of people shopping online? How many people are you capturing online and guiding through to a final sale? What is the exit rate, bounce rate or average time on page? Are people leaving early because they can’t easily move to the next step? Are they spending more time that you expect on certain pages - either they’re super engaged, or maybe your content is too dense and they can’t find what they’re looking for. Cool tools like MouseFlow, let you record user sessions so you can watch exactly how someone moves through your site. Just like you’d watch someone move through your physical store.