by Editorial Staff - July 30, 2020
The Internet is a place where you can track the impact of every action and measure the results obtained: this makes it possible to objectively evaluate the effectiveness of a web marketing consultancy.
Why go ahead with feelings when you can let the numbers speak for themselves ? Let's use them to analyze performance and plan every step of the digital strategy.
There are many measurement tools used in web marketing consultancy: you have probably already encountered Google Analytics , the Google tool that provides access to information on the behavior of visitors to your site (such as bounce rate , pages viewed, traffic source). Social networks such as Facebook or Instagram offer tools to measure campaign coverage, user engagement or the increase in followers. Then there are marketing automation platforms , such as Hubspot , which comprehensively allow you to monitor interactions with users on each channel used, keeping track of new contacts, leads or sales.
It is clear that we have a lot of data available . It would be neither feasible nor useful to analyze it all. Which ones allow you to understand if you are directing your efforts in the right direction, if the chosen strategy is giving the desired results? What should you ask your web marketing consultancy agency to be able to evaluate the effectiveness of the work they are doing?
Web Marketing Consulting: KPIs to Consider
We have seen that the starting point for objectively evaluating the effectiveness of a web marketing consultancy is data. But navigating the large amount of information available can be difficult. What metrics should be considered? Choosing the wrong ones, or even selecting too many, risks becoming counterproductive.
There is no single answer to this question: it largely depends on your specific situation and the results you intend to achieve. Choosing the best marketing strategy for your company starts here. The objectives to be pursued must be defined and measurable , so that you can evaluate over time if and how much the actions taken have served to achieve them.
There are, however, a number of key metrics that are important to always keep an eye on.
Customer Acquisition Cost
The cost of acquiring a customer indicates the cost you had to cambodia telegram data pay to bring a user to finalize a purchase. To calculate it, you need to consider all the expenses incurred by marketing and sales in a given period and divide them by the number of new customers obtained.
A customer acquisition cost that is too high will prove difficult for the business to sustain in the long term. A value that decreases over time indicates that the strategy employed is bearing fruit and that web marketing consultancy is proving effective.
Customer Lifetime Value
In Italian it can be translated as “the value that a customer will generate over time”. In this case, we go beyond the moment of acquiring a new customer and we start to take into consideration the retention rate. We make a prediction of a customer’s purchasing behavior for the entire duration of their relationship with the company: will they buy again? How often? How much will they spend over time?
Surely there are business models that expect the relationship with the consumer to end with a single purchase, but more often than not this is not the case. Consider that acquiring a new customer is usually much more expensive than maintaining an existing one (in some sectors it could be up to 25 times more ): to evaluate the effectiveness of a web marketing consultancy it is worth paying attention to this metric.
