From Love to Commitment: What Is Engagement and How to Measure It?
For this reason, it can become overwhelming if you do not have control, making it difficult to apply a correct Digital Marketing strategy , even more so if we take into account the importance of being aware of everything that happens around us. That is why if you have an online business it is very important that you take the time to analyze the data collected from customers, in order to be able to make the best decisions in your marketing campaigns. To help you in this process, several very useful tools have been developed that are capable of offering you those little details that in the end will make a difference.
If you don't know which one to choose, you can start by using Google Analytics, as it is very complete and has the backing of one of the internet giants. If we look closely at the data, and better yet, if we use the latest tools that are available to understand users, we can decipher practically all their behaviors, understanding what catches their attention and what they dislike about our strategy. To achieve this, it is necessary to track events such as clicks, downloads and mouse tracking, with which you can discover how users are interacting with your content. Some examples of the tools that allow us to analyze our users are click heatmaps, scroll heatmaps and mouse tracking recordings. These options are in themselves very interesting individually, but once you apply them simultaneously, they become a powerful strategy that will reveal how your users interact with your content .
Other very useful metrics that help us finish the puzzle of each session are bounce rates, revenue per user, established conversion goals, user sessions, among others. At this point you may be wondering And does having all this information really help me make better decisions and better focus my Marketing efforts? To make a long story short Yes, information when applied well will make your life a thousand times much easier. A very common mistake that marketers make, regardless of their level of experience or level of specialization, is not understanding user feedback, losing track of what users really want, leading them to make hasty decisions.
such as, for example, discarding the interface or the designs in which they invested hours, days or even weeks, without realizing that they only needed to apply a few adjustments to make it work correctly. For this reason, even the best designers are not able to fully predict their users, and we tend to have the idea that what worked in the past will continue to work without problems in the future. That is why we need to innovate, otherwise we will miss the small details that often ruin the performance of the designs, and make you lose those valuable customers. Don't worry, it has happened to all of us at some time, Of course, I also know that feeling. You are very impatient to launch the new web campaign, well, you have invested a lot of work and effort in developing it. Also, you went to great lengths to implement your best ideas in the process, but publishing it simply doesn't generate the expected results, so you conclude that the strategy was simply not effective enough.
Not so fast! Before you scrap your work, do some research to find the problem If you know how to search you can: Measure to be able to decide what you should modify in your campaign Reveal those "Pain Points" that will help you find new patterns and trends Improve designs by making them more objective, as they will be based on user preferences Always remember to take into account the ROI “(Return on Investment)”, as it is the only one that can offer you details about your work with well-calibrated information and objective data. So, here I list the most common mistakes when running digital campaigns: "They are my lifelong users, I already know them" I have already mentioned it before, but it is important that this point is very clear. Even the best designers cannot always predict what users want. This is in many ways positive, since if it were the opposite way, life would become boring and uninteresting. With this in mind, different tools were developed, such as heat maps , which help us a lot to understand the reasons behind the actions of users.
When we think of data collection and analysis, the above comes to mind. But in reality the data goes far beyond just these metrics. Only by studying your target audience will you be able to get much closer to success, but always remember to keep the following in mind: You as a designer, you are not a user, so try to focus on them. By investigating your users, you will be able to know how they interact with the service or product that you are offering them, and you will realize what they like and what they don't like, you will discover where they click, as well as how much time they spend on each page and how far down they scroll on your web page, all of this added will help you understand what is happening with your users. If you are introducing small improvements in your campaigns, you will be amazed at how far you can go, in case you need to carry out a complete review of your strategy, it is best to tear it apart into small components and apply a scalable schedule.
Focus on the small achievements then, rather than wanting to launch a complete redesign in one go. In this way you will have well identified the elements that generate the most success in your proposal. "Focus only on best practices" In the end, it is good advice, but if we follow it to the letter, where is the innovation? The implementation of the strategy, “Data Driven Decisions”, will greatly facilitate your life when it comes to focusing on your goals. Performing testing on your designs, as well as collecting the data that shows you the best designs with the help of specialized sites that offer valuable web analytics tools, will keep you on the right track. My recommendations for you Set small goals progressively to help you organize your data. The first few times it may seem overwhelming to deal with all the new information that you will be collecting, but it is important that you take all of them into consideration the first few times. Once you become familiar with them, you can prioritize between them. Get to know your current clients in depth and take advantage of the many tools that exist out there to do so.
In this way, when you come across a strange change that you cannot explain to the naked eye, you can give it an analytical follow-up, thus eliminating unnecessary work. Take a look at the behavior patterns of users on your site, and if you find a pattern that is driving your users away, try to reproduce it to understand why your users don't like it. Follow closely the behavior patterns of your users, take a look at them from time to time. That way you will be able to find patterns that scare your users away. Try to reproduce them and understand the reason why your users do not like certain elements of the interface. A great analogy to make is to compare it as if it were a car. When it begins to fail and you decide to take it to the mechanic, the first thing he will want to know is what symptoms it presents, then he will give it a few laps to try to reproduce the failures and in this way be able to identify the problem. Your process will be very similar to this. Start by looking for small leaks in the conversion funnel and work your way out one problem at a time.