As you draft up your campaign or strategy, always ask yourself this question:
Can I measure this?
For the most important components of your project, the answer will likely be yes. So before you begin executing, make sure you’re laying down a solid foundation for how you will measure your success.
When you’re wondering if your efforts were worth it later, or speculating over whether you’ve done a good job, these metrics will be there for you, answering your questions, providing proof, and cheering you on to greater altitudes.
The metrics you’ll want to track will actually be dependent on your most important goals for a project or campaign. Although all projects are different, here are some great, mainstream metrics that I measure as a rule of thumb:
1-5: Digital Marketing Staples
6-10: Additional Proven Metrics
New vs. Returning Visitors
Top 10 Organic Landing Pages
Digital Marketing Staples
1. Overall Traffic
“All Traffic” (from Google Analytics) will show you how many people visited or engaged with your site in total. It can be broken up into source/medium, which describes where your traffic comes from.
Overall traffic will give you a bird’s eye view of where you stand. It’s a good idea to benchmark or keep an eye on your total traffic over time. You may begin to see similar patterns emerge—like seasonality—that can put you ahead of the game later. The rule of thumb here is that if you’re doing a good job, your overall traffic from all sources should steadily increase over time.
How to Measure:
First, enter your Google Analytics dashboard.
Go to the Acquisition report section
Go to Overview
Look in the Sessions column in the table
2. Channel-Specific Traffic
These metrics depend on where people were immediately before arriving at your site. The channel is the type of door they used to enter your site.
Looking at your top mediums is important to measure for full-scale digital marketing campaigns. It allows you to see what’s causing a drop in visits (if you see dips in overall traffic) and where your campaign excels.
Channels to Watch:
Direct: This is when people directly type in your URL to visit your site or who began to search in the omnibox but visited your site before. The omnibox automatically fills in because they’ve been there before.
Referral: These are people who came to your site from another website. It’s external traffic. People followed a link on a different domain to get to you.
Organic: These are people who performed a search on a search engine such as Google or Bing, and clicked on your website’s listing in the organic (non-paid) search results.
Social: People who came to your site from a social media platform. It’s also a great indicator to gauge the general effectiveness of your SEO, social engagement, content, and integrated campaigns.
3. Total Conversions
Traditionally, a “conversion” is when someone evolves from a simple user visiting your site to a paying customer. However, in today’s digital world we want to track engagement and what our customers are doing on our website to get them deeper into our funnels. More generally, it’s when users complete any desired action, such as filling out a form, clicking a download button, sign up for a trial, download an ebook, create an account, etc. Put simply by Kapost here is another interesting way to think of a conversion:
“The number of anonymous visitors who become known records in your marketing database.”
Low conversions can speak to bad design, unappealing offerings, or a disinterested audience. Tracking conversions helps you point out exactly which components people are interacting with on your site, and which components they just aren’t.It’s also hugely informative on the quality of your UX and other less-tangible creative areas. Low conversion rates can spark a push toward updating your sales funnel, or indicate that it’s time to invest in modernizing your website.
How to View:
Go to Conversions > Goals > Overview
Click “view full report”
4. Bounce Rate
Your site’s bounce rate is the average number of visitors who left your website after only visiting one page—the page they came in on (the “entrance page”).
Each page can have its own bounce rate. You’ll find different pages tend to have different bounce rates, and not all bounce rates are equal.
Bounce rate can tell you whether your site content is relevant or if you are using the right landing page for a paid campaign. The number is very relative, however.
On one hand, a bounce rate for a specific page may be high because users leave the site after viewing the single page after finding the precise info they needed, and had no interest in going further. Perhaps they even called in and became a paying customer after bouncing off a contact page.
On the flip side, users that experience issues with usability or site design might leave the site from the entrance page and never go to a second page.
How to Track:
Go to Acquisition > All Traffic > Channels
Choose a specific channel to see just that channel’s performance
Check the Bounce Rate column
Go to Behavior > Site Content
Select either All Pages or Landing Pages
Check the Bounce Rate column
5. Search Trends
Looking at search trends can explain a lot that you don’t have control over. For example, if you are an apartment rental company, search trends for “apartments in city X” might dip in winter and spike again in spring.
Cross-check this with your overall or organic traffic and voila, that’s why Q4 traffic looks so bad compared to previous quarters in the same year. You will want to compare Q4 in the current year to Q4 the previous year to track your true progress.
This can be a great way to tell whether you’re targeting the right keywords for your campaign. If you’re targeting a word that was quite popular five years ago but has since fallen in interest, you may be spending your efforts chasing a highly competitive phrase that really shouldn’t be so competitive anymore.
Google Trends is a good place to start. Dig around and get a feel for how people engage with your industry on a global, chronological scale, or narrow your focus to your own region for even tighter insights.
Additional Proven Metrics
6. New Vs. Returning Visitors
Come in, and come back often!
An increase in new users could be a response to getting mentioned on a popular website where you earned a guest blog, a freshly published press release, or increased budget for a paid campaign (Facebook, PPC or Banner Advertisement).
This metric tells you whether your site is sticky enough to encourage repeat customers, and tells how effective your outreach efforts are. For example, if you launch a new email marketing campaign to your database, you might see an increase in returning visitors to your website. That reveals your email campaign was well received.
Check out the % New Sessions column in most reports.
The good news is, there are other ways to get some insight. Start by connecting your Webmaster Tools property with Analytics. (Note: Google Webmaster Tools is now known as Google Search Console.)
You can see keyword query data start pulling into Analytics, including organic impressions and clicks.
Go to Acquisition > Search Engine Optimization > Queries
Click “Set up Search Console data sharing”
Scroll down to the bottom and click “Adjust Search Console”
Click “Edit” (small link, hard to see) – this opens a new tab (Search Console)
Select your website using the radio button; click save, then click “Yes” to save the association
In the previous tab (Google Analytics), click “Done” and return to the Reporting section
Go to Acquisition > Search Engine Optimization > Queries – your Search Console data appears (including search terms)
8. Top 10 Organic Landing Pages
Also known as “entrance pages,” these are the individual pages where visitors enter your site after performing a search on a search engine. This metric tells you which pages on your website are the most visible in search engines.
Your top organic landing pages will show you what the missing keywords might have been. If the #1 page visited from organic results is a really specific article, you can glean what people were popularly searching. (This also highlights the importance of specificity in your content strategy!)
Your top organic pages can also tell you how well they’re optimized, and whether you need to refocus your SEO strategy.
Go to Behavior > Site Content > Landing Pages
Click the “Secondary Dimension” drop-down and choose Acquisition > Medium
Near the search bar, click “Advanced” and create an advanced filter – select the option to show only “Medium” and type “Organic” into the containing-only field
9. User Demographics
Google Analytics will give you a little demographic information, with easy views to age, gender, location, and even some interest information. What’s important here is the location information.
See where your users are coming from, and whether it’s relevant to your goals.
Go to Audience > Geo
Scroll down to get actual number values for location by country, city, continent, or sub-continent
10. Brand Sentiment
Hey, not all publicity is good publicity. You should be gauging sentiment of online conversations regarding your company.
Set up a Google or Talkwalker Alert for your brand’s name, employees and other related topic areas where opinion leaders actively mention you. You’ll be notified when Google finds new content on whatever topic or keyword you select. (This is not actually a specific metric, but it’s definitely a good way to keep a pulse on your digital reputation.)
It’s also important to have a response plan in place. This ensures timely, well-planned handling of unsavory voices while staying in line with the brand tone and voice. You will also be able to track the positive side of your mentions.
Create alerts about your brand name, your products, whatever you think you ought to monitor
A Final Word on Metrics (For Now…)
While it’s helpful to learn from example, no two companies are the same. The metrics you measure should matter to you and answer questions that are important to your business.
Some people call them Key Performance Indicators (KPIs), others simply call them metrics. No matter how you want to define it, these data points are the vehicles that make your goals real and concrete, and make your attempts at reaching them observable and quantifiable.
Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2018 State of Inbound report, 42% of marketers cited “proving the ROI of our marketing activities” as one of the biggest challenge they face within their company.
The trouble is, when most marketers hear ‘digital analytics,’ they tend to think of the metrics you’d typically associate with a web analytics tool like Google Analytics — traffic, bounce rate, unique visitors, etc.
While web analytics can provide you with a wealth of insight and data into the performance of your website, marketers really need much richer data to understand the impact of their marketing campaigns on conversion rates and a person’s journey through the marketing and sales funnel. Looking at top-level web analytics metrics like traffic is only part of the puzzle.
Enter digital marketing analytics which offers a much more comprehensive view of what’s working when it comes to your marketing strategy, and what isn’t.
Why Digital Marketing Analytics Matter More Than Web Analytics
So why exactly do digital marketing analytics matter? Quite simply, because web analytics (like traffic and website performance) just isn’t enough. The data web analytics provides just don’t cut it for marketers who need to understand how their work makes an impact throughout the entire marketing and sales funnel.
Let’s face it: Today’s marketing goes well beyond the bounds of your website. It’s the intersection of what happens between your marketing channels and the outcome on the other side that provides the most marketing insight, and your reporting needs to reflect this.
Web analytics measure things a webmaster or technical SEO specialist cares about, like page load speed, page views per visit, and time on site. Digital marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which online events influence whether leads become customers. Digital marketing analytics includes data not only from your website, but also from other sources like email, social media, and online PR.
With digital marketing analytics, marketers can understand the effectiveness of their marketing, not just the effectiveness of their website. Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they’re achieving their business goals.
As a result of the information they can gather from full-stack digital marketing analytics, marketers can also diagnose deficiencies in specific channels in their marketing mix, and make adjustments to strategies and tactics to improve their overall marketing activity.
You can spend hours and hours slicing and dicing data in web analytics tools, comparing new vs. repeat visitors month over month, but when it comes down to it, you’ll never have a comprehensive understanding of how your marketing is doing. Marketers have known this for a long time – Check out the explosion of people searching for the term ‘digital marketing analytics’ taken from Analytics Trends here:
Trend #1: Deeper Digital Transformation (DX)
Trend #2: Importance of Data Curation (Self-Service Analytics)
Trend #3: Custom Data Integrations (ETL/Data Warehouse)
Trend #4: Rise of the Customer Data Platform (CDP)
Trend #5: Focus on Data Ownership (Clickstream Solutions)
There’s no doubt that marketers are aware there’s a deficiency in how they’re able to measure the effectiveness of what they do; here’s how full-stack digital marketing analytics makes up for that deficiency.
Why Digital Marketing Analytics Gives You the ‘Full Picture’
1. Integration across different marketing channels.
With digital marketing analytics, you have a good, solid look into the direct relationships between your marketing channels. It’s great to be able to see how each of your individual channels (e.g., social media, blogging, email marketing, SEO, etc.) are performing, but the true power of analytics comes into play when you can easily tie the effect of multiple channels’ performances together.
For instance, let’s say you did an email send to a segment of your database. Digital marketing analytics not only tells you how many people clicked through from your email to your website, but also how many of those people actually converted into leads for your business when they got there. Furthermore, you can compare the impact of that individual email send with other marketing initiatives. Did that email generate more leads than the blog post you published yesterday? Or was the content you shared via Twitter more effective?
As we mentioned earlier, a key differentiator between web analytics and digital marketing analytics is that the latter uses the person — not the page view — as the focal point.
This enables you to track how your individual prospects and leads are interacting with your various marketing initiatives and channels over time. How did an individual lead first come to find your website? From Google? Via Facebook? From direct traffic? Is that lead an active part of your email subscriber base, often clicking and converting on marketing offers presented via email? Do they read your blog?
Full-stack digital marketing analytics can tell you all of this and more, providing you with extremely valuable lead intelligence that can help inform the direction of your future campaigns.
Looking at all of this information in aggregate can help you understand trends among your prospects and leads and which marketing activities are valuable at different stages in the buyer’s journey
Perhaps you find that many customers’ last point of conversion was on a certain ebook or whitepaper. Having this data makes it possible to implement an effective lead management process, enabling you to score and prioritize your leads and identify which activities contribute to a marketing qualified lead for your business.
3. Closed-loop data.
One of the most useful functions of marketing analytics is its ability to tie marketing activities to sales. Sure, your blog may be effective in generating leads, but are those leads actually turning into customers and making your business money? Closed-loop marketing analytics can tell you.
The only dependency here is that your digital marketing analytics system is hooked up with your customer relationship management (CRM) platform like the free HubSpot CRM for example.
Having this closed-loop data can help you determine whether your individual marketing initiatives are actually contributing to your business’ bottom line. Through it, you can determine which channels are most critical for driving sales. Perhaps you find that your blog is your most effective channel for generating customers, or conversely, you find that social media is really only powerful as an engagement mechanism, not a source of sales.
The Digital Analytics Challenge
Most marketers know they need to be looking at more than just traffic and website performance to get the insights we’ve talked about so far, but why do so many of us still struggle to measure the impact and prove the ROI of our online marketing activities?
B) We don’t have the means to successfully measure our success.
Quite often, you’ll find it’s a combination of the two.
The fact is, most marketers need to have a number of different digital analytics platforms in place in order to get all the insights they need to understand their marketing performance and make sound decisions. They gather data about their email marketing through the analytics provided by their email service provider, information about their social media performance through their social media monitoring tool, blog analytics from their blogging platform, and the list goes on.
This fragmented approach to reporting makes it really difficult to connect the dots and make informed decisions about the future of your digital strategy. The ideal solution is to implement an all-in-one marketing and reporting platform that offers end-to-end visibility on your marketing activities, allowing you to measure everything in one place.
How Digital Analytics Impacts Your Business
All of the insights, information, and data you can gather from your digital marketing analytics tool(s) is really only useful if you do something with it. The true value of analytics isn’t just to prove the value of marketing to your boss; it’s also to help you improve and optimize your marketing performance — on both an individual channel-by-channel basis as well as an overall, cross-channel machine.
As mentioned above, you’ll also be able to implement closed-loop reporting, making it easier to prove how your marketing efforts are positively impacting your sales team, who are being fed much higher quality leads.
The important thing to realize here is, if you’re relying solely on top-level web analytics, you’re missing out on a lot of powerful data that can help inform your marketing strategy. So when evaluating digital analytics tools for your business, be sure you’re looking for evidence of digital marketing analytics, not just website analytics.
8 Cool Marketing Analysis Tools for Data Junkies l Dan Shewan
Data is every marketer’s best friend. Without data, we couldn’t identify what’s working well in our campaigns, diagnose potential problems, or decide upon which areas to focus our efforts. However, some data is more valuable than other data, and knowing which metrics to monitor can mean the difference between success and failure.
There are dozens (if not hundreds) of marketing analysis tools available to marketers of all disciplines. Some are free and do one thing really well, whereas others are subscription-based and offer a broad range of functionality. All of them promise the sweet, sweet data you need to run more effective campaigns, but which ones are worth your time?
In today’s post, we’ll be taking a look at eight marketing analysis tools to see what they do, who they’re for, and what they can offer you.
1. Mixpanel – Advanced Web and Mobile Analytics
First up in our list of marketing analysis tools is Mixpanel, a powerful suite of analytical tools that can offer invaluable insights into audience behavior.
Image via Mixpanel
What Does It Do?
Mixpanel offers users a wealth of information about how people use websites and mobile apps You can monitor user interaction with your app or site as a whole, or drill down to individual buttons and features to see exactly how your users are interacting with your product. All of this functionality is possible without requiring a single line of code, meaning that even non-technical personnel can access important data about your site or app.
Who Is It For?
Mixpanel has some impressive clients, including Autodesk, Salesforce, and Twitch, but its competitive pricing (see below) puts it well within reach of even small businesses. Users with complex websites or mobile apps could potentially benefit greatly from the insights offered by Mixpanel.
How Much Does It Cost?
For analysis of up to 25,000 data points per month (a data point is any defined user action, such as clicking a button or taking a specific action on your site or app), Mixpanel is free. The monthly subscription changes depending on the volume of data being analyzed. Check the official pricing page for more details.
2. The AdWords Performance Grader – A Complete PPC Audit in 60 Seconds
PPC is a great way to reach new customers and grow your business, but to say there are a lot of variables that can determine your success would be an understatement. For those new to the world of paid search, even identifying the right areas to focus on can be overwhelming, which is why thousands of small-business owners and advertisers have turned to the AdWords Performance Grader for help.
What Does It Do?
The AdWords Performance Grader quickly and securely evaluates the strength of your Google Ads account (formerly known as AdWords) in 60 seconds or less. Once the Grader has performed its audit of your account, you’ll be presented with a detailed report showing the strengths and weaknesses of your account according to 10 key metrics, including mobile optimization, ad text optimization, and impression share.
This information allows you to zero in on the elements of your account that need the most work, offering a strong potential lift in immediate account performance.
Who Is It For?
Anyone with an active Google Ads account can benefit from the insights provided by the AdWords Performance Grader, from small businesses to mid-sized agencies.
Web forms are an integral part of using the web, but their prevalence doesn’t make them any less of a challenge from a conversion perspective. That’s what makes Formisimo so potentially valuable to marketers.
What Does It Do?
Formisimo provides users with actionable data about why people fail to complete web forms. The software analyzes real-time data from your site and compiles intuitive reports according to analysis of your forms against 54 individual metrics. This level of insight can tell you which parts of your forms are deterring prospects from converting, among many other things.
Who Is It For?
Anyone whose website or app uses web forms can benefit from Formisimo. Similarly to Mixpanel, Formisimo is used by some of the web’s leading brands and sites, such as Toyota and Uber, but small businesses may benefit even more from the kind of actionable data promised by the software.
How Much Does It Cost?
Formisimo costs $50 per month for the “Startup” package, to $180 per month for agencies.
4. CrazyEgg – Heat Maps Done Right
There are few marketing analytics insights more valuable than heat map data. Seeing precisely where your users are focusing their attention on your site (among other uses) can provide marketers with remarkable insights into their audience’s behavior.
What Does It Do?
CrazyEgg tracks and analyzes user behavior on websites. It tracks which elements of a page users are interacting with, which creates a heat map visualization of this behavior over time. CrazyEgg can also measure the scroll depth of web pages, revealing at what point you begin to lose visitors’ attention. (This is one of the so-called “attention metrics”).
Another really cool feature of CrazyEgg is that it can tell you a great deal about where your clicks came from in the first place. In addition, you can augment your existing audience profile data with information from CrazyEgg, which can offer amazingly granular data and reporting, depending on the plan you opt for (more on this below).
Who Is It For?
If you want to stop guessing what your users are doing and start seeing actual data on what they’re doing, CrazyEgg is for you. Heat maps – and the decisions you can make based upon them – can have an immense impact on your conversion rates, as you can literally see what people are doing on your site, as well as revealing areas that are being ignored.
How Much Does It Cost?
Notably, all CrazyEgg plans are completely free for the first 30 days, which is pretty awesome. Beyond that point, CrazyEgg plans start at $9 per month (paid annually for an up-front one-time yearly payment of $108) for the Basic plan, which includes data for 10,000 visits per month across 10 active pages with daily reporting.
Apparently, digital marketing is all over the place. Website owners insist on the importance of having a solid marketing strategy for their website or SEO and PPC (pay-per-click) campaigns. In 2019 the competition between companies based on their marketing strategy is not only high – it’s rather intense. Such “old” marketing instruments as sending emails to leads are no longer enough to start getting decent sales.
The job of today’s digital marketers includes a lot of tasks and responsibilities – from old-but-gold email marketing to web analytics, SMM, SEO, ads placement, and much more. Such a long list of responsibilities can terrify everyone not knowing about the existence of super helpful marketing instruments free at your disposal. All of them are meant to ease the marketers’ workload and increase their productivity in times.
More to say, the necessity to keep up with current trends forces every marketing specialist to keep searching for more convenient and advanced tools for their arsenal.
Today, I offer you to compare your own list of actively used digital marketing tools with mine. I’ve got 55 must-have digital marketing tools that I believe every marketer needs to have at one’s disposal in 2019.
I also sorted the tools by relevant categories for easier browsing:
Let’s see which of these tools you can no longer imagine your work without and which ones will be your new discovery.
SMM – Social Media Marketing
What’s the actual power of social media? It opens a door to large groups of users that you would hardly reach in any other way. Today’s social media platforms have progressed a lot in terms of digital marketing. Reaching a target audience with certain interests, hobbies or age by making a targeted ad and monitoring its success is a matter of several minutes.
It’s clear that SMM continues to rule the digital world and becomes even more advanced with each year. My advice for every SMM specialist is to start using at least several of these 10 social media marketing tools:
Hootsuite – a perfect instrument for scheduling posts on various social media accounts and tracking them all in a single dashboard. You will be able to set up so-called “streams” for scheduled messages, posts, mentions, and many more. Last but not least: you can assign a comment/message to a team member for them to reply later.
Buffer – with the same concept as Hootsuite, this social media management tool allows you to automate manage posts for all accounts in one place. By using the platform’s analytics, you can track the performance of each post and thereby make conclusions on whether a certain type of content works well or not. Buffer is used by over 5 million! users worldwide and offers 3 plans (free, Pro, Business) with a different set of available features.
Meltwater – this tool will help you explore and track your social media activity as well as best-performance keywords and the latest trends in real time. Among the useful features are 1) the ability to monitor your brand in real time; 2) all search results collected in one place; 3) monitoring your brand mentions; 4) analyzing the effectiveness of your advertising campaigns; 5) creating drafts of your publications for days, weeks or even months; and 6) statistics.
Google Alerts – a handy tool to keep track of the latest news and references about your brand, competitors, and opinion leaders. Quite easy to set up, this is considered a nice option for beginners. Every time Google finds mentions or keywords related to your brand in a blog, forum, or a news site, it sends you a notification.
Simply Measured – this social analytics system lets you discover the interests of your audience, and customize your interaction with visitors using data collection, analysis, tracking, and measurement.
SumAll – sign up for this free tool and you’ll start getting daily newsletters with an overview of your account statistics and a comparison with the previous week’s stats. This way, you’ll be able to react quickly to the issues like low activity, an increased number of negative comments, etc.
Wyng – a popular SMM instrument for powering digital hashtag campaigns and other promotions for companies and brands. The platform has a built-in analytics dashboard responsible for tracking the performance of all currently running campaigns.
Facebook Page Insights – it’s the ultimate tool for leveraging your Facebook ads. By using FB Page Insights, you can analyze customers’ behavior and utilize these stats for more targeted ads, even outside of Facebook.
Promorepublic – allows you to not only schedule posts but also create killer content for your social media accounts. The tool currently offers over six thousand handcrafted templates and over a hundred thousand images at your disposal!
Sales Navigator – use this instrument to view social media profiles, in particular, LinkedIn, and track your activity by getting Gmail notifications. The other main task of Sales Navigator is to help businesses establish their connection with potential customers.
SEO – Search Engine Optimization
One of the main reasons why brands get known and respectively increase their sales is their well-thought-out SEO strategy. Keeping your website highly-ranked by search engines will help you gain a solid reputation from potential customers. Now, let me introduce you to the 10 coolest SEO tools that you should definitely add to your arsenal:
Google PageSpeed Insights – Google pays huge attention to how long it takes to download a single website page. The visitors’ behavioral factor depends a lot on this factor; if the load time exceeds 3 seconds, the user will most likely leave. Google PageSpeed Insights allow you to analyze the download speed of the separate website pages (both mobile and desktop versions). Besides, the service gives you suggestions on how to improve this indicator.
Keywordtool.io – Too lazy to come up with hundreds of relevant keywords for your next SEO campaign? Or you’re already aware there exists such services as Keywordtool.io allowing you to save time on keywords generation? Here you will find plenty of useful keywords to specify your niche and help you find target customers.
Ahref – Do you need to see how effective backlinks are? Then start working with Ahref free backlink checker. The database with more than 16 trillion links is updated at least once a day allowing you to monitor newly emerging backlinks. Aside from backlinks, you are allowed to check five of the top anchors and most linked-to pages on the target site. This is totally one of the few tools an SEO specialist should use on a daily basis.
Netpeak Spider is a desktop tool for day-to-day SEO audit, quick search for issues, systematic analysis, and website scraping. It analyzes incoming and outgoing links, finds broken links and redirects, escapes duplicate content: Titles, Meta Descriptions, H1 Headers, and presents all the data in graphics and diagrams.
QuickSprout – a free online tool for webmasters to get a quick look at their website insights like SEO, page load options, and the impact of social media. One may also be useful for comparing your site to competitors and finding out why the latter have a better place and what you can do to catch them up.
Alexa – although launched back in 1996, this analytical service can still boast of outstanding deep analytical insights. Alexa still remains one of the most useful instruments for website optimization and “stalking” competitors. The service is no longer free, but you can use a 7-day free trial.
SimilarWeb – Marketing is all about competition and tracking competitors whether they’re doing better or worse. When it comes to SEO, SimilarWeb may come in handy – it lets you compare traffic between two different sites. So easy to get exposed these days, huh?
Siteliner – If your site is an oldie or it has a lot of content that you fear can be duplicated (repeated content is super bad for SEO), visit Sideliner. This tool will quickly browse through each webpage to find relevant keywords and share with you the immediate results.
Browseo – a special, effective and, most importantly, free web service allowing you to view websites without any distractions and emphasize on all the website parts that have to do with SEO. Also, the tool has many more features to conduct a deep SEO analysis.
Google Trends – Before using potential keyword phrases, check them in Google Trends. It is possible that some may not be as relevant as some other keywords with much greater potential. As you enter a query, you’ll access graphics that should help you predict whether those key phrases will be demanded in the near future. You can also check the relevance of other keywords in the Google Keyword Planner.
DeepCrawl – the tool for super deep website analysis. The service literally inspects each webpage to provide you with tons of useful data, from the number of H1 tags on each page to the number of external/internal or social media links and so on. For a better perception, all the information is shown in graphics and diagrams.
Web Analytics & Report
Nobody can doubt: analytics is the core and the foundation of everything. Not even the smallest $20 advertising campaign can be launched successfully without proper web analytics. So let’s talk about the most efficient analytics tools (both free and paid) for all kinds of website traffic.
Google Analytics – no need to describe how great Google Analytics is. According to Marketing Land, in 2015 this service had been used by 30–50 million websites! Google Analytics has excellent multichannel sequence reports that show how many times one user visited a site before leaving a request and which resources they come from.
Facebook Analytics – Facebook is about to turn into a single marketing platform, so go ahead and learn how to use Facebook Analytics right now. Many experts consider it one of the most powerful analytic apps. This is where you get all the information about users: demographics, interests, and any other segmentation.
Based on the following statistics (and the scene at any Starbucks), I’m willing to bet you are.
Inbound marketers have been following the rise of mobile marketing for years, but considering how ingrained mobile devices are in our lives as both consumers and professionals today, it shouldn’t really be considered a “trend.” It should be a staple.
Optimizing for mobile (if not creating a dedicated mobile marketing strategy) is something you should’ve done by now, but if you haven’t, it needs to be done in 2019. No excuses.
The mobile marketing statistics and facts below will help you understand why and also provide some guidance when shaping your mobile marketing strategy in the coming year.
Rather watch? This video contains five of our favorites.
1. As of March 2017, 80% of top Alexa websites were mobile adaptive. (Mobiforge)
This is pretty cut-and-dry. If you want your site to perform well, it needs to be optimized for mobile.
Marketers and advertisers are heavily investing in mobile, which means, most likely, so is your competition. If you want to stay competitive, you need to have a mobile optimization or marketing strategy in place.
3. By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. (MarketingLand)
But at the same time…
4. 70% of people report disliking mobile ads. (HubSpot)
In fact, mobile ad blocking has increased 90% year-over-year.
5. By 2018, American adults are expected to spend on average 3 hours and 23 minutes on non-voice mobile media. (eMarketer)
That’s up more than 1 hour from 2013. It has increased steadily every year since.
With so many cell phone services giving away free smartphones with their contracts, this number is only going to keep increasing — which is good news for companies with a mobile marketing strategy.
7. 48% of consumers start mobile research with a search engine –but 33% go directly to the site they want. (Smart Insights)
This is why you want to produce valuable content that makes it easy for your buyer persona to find you online. You also want to optimize for mobile search results.
8. Users spend on average 69% of their media time on smartphones. (comScore)
As a marketer, you need to align with the buyer’s behavior. With more than half of people consuming media via smartphones, you need to make sure yours offers the best experience possible.
9. Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at 1%. (NetMarketShare)
Google doesn’t just dominate search on desktop, but mobile as well. If you want to increase your mobile search traffic, optimize for Google on smaller screen sizes. That means truncated titles (55 to 60 viewable characters including spaces), meta-descriptions, and careful consideration of Google AMP
10. Apps account for 89% of mobile media time, with the other 11% spent on websites. (Smart Insights)
17. 68% of companies have integrated mobile marketing into their overall marketing strategy. (Salesforce)
All of the data has shown that mobile marketing is profitable and shouldn’t be ignored.
18. 71% of marketers believe mobile marketing is core to their business. (Salesforce)
For many of our tech clients, mobile marketing is the top priority and it has shown to have a high ROI.
19. 58% of companies surveyed have a dedicated mobile marketing team. (Salesforce)
If you have the resources, it makes sense to have a team of people with an expertise in mobile marketing to get the most benefit from your marketing efforts.
20. Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (MicKinsey & Company)
Is your company “phoning in” the mobile experience of your website? Not only are you turning away potential customers, but you’re sending them straight to your competitors that provide a better mobile experience.
21. Tablets account for the highest add-to-cart rates on eCommerce websites at 8.58%. (Smart Insights)
1. Sender: What Can You Do? Try sending important emails from the name and address of an actual team member, rather than an unfriendly “noreply” or impersonal “ABC Corporation.”
2. The Spammy Subject Line. What Can You Do?
Avoid “Red Flag” Words: Sale, Free, Deal, Save; though these may seem like words that would pull in a crowd, they’re drastically overused. Most savvy consumers see them and know that the sender is just looking for the final sale. Be Brief. Create Intrigue. Personalize It.
3. The Preview Text. What Can You Do? The subject line introduces the topic of the email and the preview texts adds a bit more detail about the value inside – optimize this real estate.
4. Your Delivery Time. What Can You Do? Test and analyze, then test and analyze again.
5. Your List. What Can You Do? Take the time to segment your contact database. Some suggestions for segmenting: Geographic Location, Past Buyer Behaviors, Job Title.
24. 83% of mobile users say that a seamless experience across all devices is very important. (Wolfgang Jaegel)
This is something that Apple has mastered and proven to be very effective. Consumers now expect a seamless experience and brand consistency.
25. 91% of mobile users say that access to content is very important. (Cardtapp)
The people have spoken. Your mobile site should make it as easy as possible for your persona to access your content.
26. Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. (CMS Report)
28. 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. (Nectafy)
Just like your mother told you as a kid, first impressions really do count. People use their mobile device to find a local business when they’re ready to buy and a great mobile website makes the decision even easier for them.
29. 83% of B2B marketers said mobile apps were important to content marketing. (Strategy Trends)
Remember when having a website was cool and not all businesses had one? We’re seeing the exact same trend with mobile apps today.
30. By 2018, 8 in 10 email users will likely access their email accounts exclusively from their mobile devices (emailmonday)
Mobile marketing isn’t just about apps and your website; even your emails need to be fully optimized to offer the best experience on the go.
Consumers are more likely to recommend and buy from the business that has a better mobile experience.
The majority of money spent on digital advertising is targeted towards mobile.
Most social media activity takes place on mobile.
8 Mobile Marketing Tips for Small Business
Mobile marketing is constantly moving forward and evolving, stay on top of the trends
By Megan Totka | Business.com
Mobile marketing is different than other methods of marketing because it lets businesses get directly in front of customers on devices they use all the time – tablets and smartphones. From mobile check-ins to text messages, to emails and social media, mobile marketing may help small businesses boost sales when they send coupons or offer discounts, sales, or promotions to customers. It’s smart to reach out to customers on the devices they constantly have in their hand – this is why mobile marketing can impact both online shoppers and walk-in customers, too.
Luckily, more and more companies and individuals realize the benefits of mobile and want to lead the way into the mobile future – and the first stop is adopting mobile marketing solutions for your small business. Take a look at these 8 mobile marketing tips that can help your small business.
The professional side of texting is something to embrace. SMS [Simple Message Service, aka, text messaging] is for more than casual conversation – even financial institutions now send sensitive data via SMS and it’s pretty powerful. Now that more than three-quarters of the world’s smartphones are SMS-enabled, it’s time to make sure your small business is, too.
Create opt-in campaigns that allow customers to sign up and receive alerts and rewards for joining the campaign. The platform is a great way to encourage customers to take specific action in exchange for a reward, such as a discount on a purchase. There is a greater chance that people will open their texts than read emails, and texts are opened more rapidly than emails, too.
A mobile-ready website
Responsive design is crucial – if you don’t have it, you risk text that doesn’t fit on the page and may notice that your customers come up missing, supporting a competitor who can offer a site that is mobile-ready. Make sure your website reads beautifully whether it is accessed on a laptop, desktop, mobile phone, or tablet.
Create a mobile app
Mobile apps aren’t inexpensive to build – they can easily cost a pretty penny if you’re willing to pay. Like anything, though, with some time and effort, you can make sure the process is affordable. Your app doesn’t have to be super fancy, and you don’t have to join forces with a well-known firm that will charge you a lot of cash. Find new creators who are eager to get business and showcase their talents. Pay them reasonably and offer referrals and site recognition, too.
No matter how you do it, make sure you get an app built, around 80 percent of smartphone users use apps every day. You can’t let your business miss this simple way of making sure your brand is in front of all of those people.
Incorporate mobile payments
Small businesses have either a product or a service to offer consumers. As a result, your strategy should include acceptance of mobile payments – know what to look for in a payment processor before you rush to make a decision. Payment processors offer various benefits when it comes to service, security, ease of use, and cost efficiency. Make it easier for customers to pay you with modern payment options.
Have meaningful social presence
Facebook isn’t all about fun and games, and while it is a lot of fun, it’s also a great way to gain new customers. Marketing is about first giving to your customers. This means you should give your audience on social media what you would want yourself. Share posts and start meaningful conversations. Leave comments and ask and answer questions. Work to make sure your brand is where people see it and appreciate it; it doesn’t take much time out of your day.
Offer up deals
Your business can continue to make money while sending out digital deals. Send messages straight to your consumer’s smartphones, SMS coupons have redemption rates 10 times higher than print coupons like the ones we see in the Sunday paper. The other good news: it’s nearly impossible to lose the smartphone version of a coupon.
Consider mobile customer service
More businesses are jumping on the mobile customer service bandwagon to track orders, take payments, share shipping details, and respond quickly to questions via smartphone. This is easy and convenient for both the small business owner and customers. Plus, customers really enjoy the quick response time mobile customer service offers.
Register with mobile directories
The days of thick phone books with yellow pages are just about history. Instead, the majority of people now turn to mobile directories. To ensure your small business is found, register with various mobile directories. Think along the lines of YP, Yelp and Google+Local. Remember to include the details of your business such as its name, the products and services offered, business hours, a contact phone number, a link to your site, and your physical address.
Mobile marketing is constantly moving forward and evolving. Stay on top of the trends and times and make sure you know what your competitors are doing in the mobile marketing arena. Try not to fear the cost or changes that accompany mobile technology — Smartphones and small businesses are a perfect match.
In addition, realize that mobile marketing isn’t going away – it’s actually our future — so now is the time to get on board and don’t look back. While some small business owners shy away from mobile because they perceive it to be complex or time-consuming, many realize it’s simply another way to market a small business. After all, small business owners are in a better position to utilize mobile for customer engagement. It’s all about connecting with customers, and mobile allows that to happen.
As the impact of innovations and disruptions of years’ past come into focus, leading players will battle for dominance in several key areas.
The impact of mobile marketing innovations and disruptions of years’ past will continue to come into focus in 2019 as markets mature and leading players battle for dominance. That’s forecast to be particularly prevalent for mobile video and augmented reality (AR), where strong adoption could hatch some winners, some losers and several acquisitions or mergers. Mobile marketers will also continue to see how social commerce and voice technology can affect the entire customer journey and, when executed well, shorten the sales funnel. Meanwhile, the rollout of 5G will elevate network speed and marketing capabilities across a newly supercharged mobile landscape.Below are six key developments set to shake out this year in the mobile marketing world.
A fight for dominance in mobile video
The numbers confirm what many already know: Mobile video set records in 2018, with even more growth predicted to come. Smartphones became the dominant channel to watch online video, with mobile’s share of online “video starts” crossing 50% for the first time. In tandem, mobile is forecast to account for 72% of the growth in spending on online video advertising. As video continues to blossom, 2019 is likely to see big players in the space fight for dominance.
“You have some major forces like Jeffrey Katzenberg and Quibi who are now getting into a premium, Hollywood game for a mobile-first vision. Major brands will continue to invest significantly in mobile video and perhaps step up the game in production, quality and budgets, following the lead of those major forces.” –Peter Csathy, CEO of consulting firm Creatv Media, told Mobile Marketer.
The next 12 months could prove make-or-break for new players and for two big names that launched in 2018: Facebook Watch and Instagram’s IGTV. Despite Facebook’s billion-dollar investment in these platforms, they have so far underperformed. Facebook clearly sees Watch as a driver of growth, having expanded its ad sales to 40 countries, but the service has struggled to drive viewership. The company will have to prove that both Facebook and Instagram are sources of original content, not just social platforms, Csathy explained, lest they join the mobile-first video graveyard populated by failed efforts from Samsung, Comcast, Verizon and more.The road to success will require “continuous experimentation,” regarding every facet of content. It could also push platforms further into M&A (Merger & Acquisition) of other content sources and brands.”Brand-driven and content-driven M&A will accelerate through 2019,” Csathy said, as platforms look to secure “targeted audiences that [they] can own and really serve.”
Voice tech’s blossoming role in the household
If this year was about testing smart speakers’ usability in the household, 2019 will be the year of brands proving their voice tech’s value. By the end of 2018, ownership of smart speakers like Amazon Echo or Google Home was forecast to hit nearly half (48%) of Americans, up from 32% in August, per Adobe Analytics. Smart speaker adoption is driving consumers’ voice tech usage and pushing marketers to explore how to tap into this burgeoning channel — something that will only evolve this year as people grow more comfortable conversing with devices and the technology becomes increasingly predictive, according to TetraVX’s director of marketing Becky Linahon.”We’ll see these smart home devices searching on our behalf,” she told Mobile Marketer. “Instead of asking ‘can you order almond milk?’ maybe my fridge will remind me I’m almost out, suggest the brand I purchased last time and tell me where I can get it for the best price nearby. “One challenge as voice technology evolves will be customer acquisition because many voice assistants recommend products and brands based on a user’s purchase history. But what about non-brand loyalists, or those already keen on a different brand? “When I tell Alexa I need laundry detergent, she’ll say ‘you bought Tide last week. Do you want to buy Tide again?’ Out of simplicity, I’ll say ‘sure,'” Linahon said. This will push marketers to get more creative in acquiring new customers or luring them from competitors, she suggested. In 2019, organizations will need to understand their voice tech’s place in a household and make sure it plays a role so purposeful, users just can’t turn it off, Devbridge Group’s president Aurimas Adomavicius said in emailed comments.
Social commerce: the new price of admission
While social commerce initially was slow to catch on, social media as a sales channel will soon springboard from a “nice to have” to the “price of admission” for savvy marketers, Columbus Consulting CEO Jon Beck said in comments to Mobile Marketer. About 66% of brands analyzed by researcher Gartner have adopted social commerce strategies within the past year, but according to Elastic Path CMO Darin Archer, brands in 2018 primarily used Instagram, Facebook, Pinterest and Snapchat for acquisition efforts — boosting awareness, generating leads and advertising products. This year, the industry is set to break that tide and focus on engagement, experts said. The goal was once to attract attention and drive consumers to an online store, Archer told Mobile Marketer. In 2019, more social channels will open their platforms to host these journeys natively. “We can’t change these paradigms overnight, but now these platforms are stepping back and saying, ‘hey we need to make this easier,'” Archer said.
“It needs to be more of a convenient, one-click experience on your favorite social app versus being directed off-site to a lengthy checkout. Marketers will need to continue to adapt to how people interact with social media, including through formats like product cards, shoppable pins, chatbots and other fresh features 2019 has in store. Stories have redefined the way brands communicate on Instagram, and creative marketers are now learning to use this format to address each stage of the customer journey, from awareness to direct purchase,” said Talkwalker CEO Todd Grossman. “We’ll see even more investments in this channel in 2019.”
Influencer marketing gets bigger but goes small
Significant growth and a few changes are on the road map for influencer marketing this year. The market size for the strategy will exceed $8 billion in 2020, according to InfluencerDB’s State of The Industry Report. “What will be a big shift in 2019 is traditional dollars — whether it’s from traditional media or PR budgets — going directly into influencer marketing,” Jamie Reardon, CEO of Find Your Influence, told Mobile Marketer. To support their increased investments, marketers will continue to fine-tune their benchmarks for influencers in order to keep a “pulse” on the space, she explained.
“For the last five years, often times influencers have been looked at as incremental dollars, but moving forward, big brands and agencies will be putting together plans for the full year because they have the benchmarks,” Reardon said. With the budget reallocation will come the need for the advertising industry to get serious about increasing trust, transparency and measurement in influencer marketing, as outgoing Unilever CMO and industry thought leader Keith Weed called for at Cannes Lions last year. “When it comes to the entire industry as a whole, guarantees are an aspect brands need and require, whether it’s engagements, impressions or video views,” Reardon said. As campaigns become more robust, brands and agencies will increasingly look for ways to stand out. That will require finding the right influencer for the right campaign. In 2019, brands could leverage localized micro-influencers to better serve campaigns that require a more authentic, specific and local touch, per InfluencerDB’s report.
5G set to supercharge mobile ecosystem
While the 4G mobile network set the stage for more powerful video streaming, programmatic marketplaces, artificial intelligence and a first taste of augmented and virtual reality (AR/VR), experts said ultrafast 5G is set to bring about even more capabilities in the mobile world. Faster download speeds up to 10 times that of 4G will enable marketers to dive deeper into interactive ads, such as playable and AR formats, to offer richer experiences without network latency for mobile users and gamers, according to Tal Shoham, COO at mobile monetization and marketing company ironSource.”We’ll also see an increase in games offering demos of their games before download, as this heavier ad format will no longer be constrained,” Shoham said. “The app stores will therefore open up to these bigger games, leading to richer gaming experiences on mobile devices as the type and number of available games increases.” 5G’s ability to process data more swiftly is predicted to supercharge marketers’ capabilities around personalized content and real-time ad targeting at a more granular level, as well as power the evolution of connected devices like cars, speakers and wearables. An October Intel and Ovum study forecasts that video will comprise 90% of all 5G traffic in 10 years, signaling major opportunity for marketers to develop quality mobile content and better engage audiences. Last month, Verizon and Samsung said they plan to start selling a 5G-capable smartphone within the first half of 2019. Apple is reportedly unlikely to release similar hardware until 2020, potentially giving rivals a chance to woo Apple users to trade in their iPhones. Meanwhile, the 5G ecosystem is expected to see steady expansion this year and beyond. “In 2024, we project that 5G will reach 40 percent population coverage and 1.5 billion subscriptions, making it the fastest generation ever to be rolled out on a global scale,” Ericsson EVP Fredrik Jejdling wrote in a November report.
AR moves out of native apps and onto the mobile web
AR continued its disruptive streak in 2018, becoming a key element of both mobile ads and shopping on social platforms. Forecast to develop into a $83 billion market by 2021, the next 12 months will see the AR space continue to balloon. “AR is going into its grown-up phase,” Caspar Thykier, CEO and co-founder of AR platform Zappar, told Mobile Marketer. Platforms like Apple, Google and Facebook will continue to dominate the space, either by forcing smaller firms to collapse (as Blippar did, innovate (as TikTok has) or be acquired outright. Perhaps Amazon and Snapchat’s already cozy relationship gets even cozier as the former moves into AR shopping. One key development is likely to be a broader move to the mobile web, which will help brands untangle their AR campaigns from connection partners like Facebook, Snapchat and Shazam that offer platforms for AR — for a price — and are able to keep their data within walled gardens. “The best AR is still a preserve of native apps in terms of performance and functionality, and the big change that we’re going to see is a gradual a move to mobile web AR,” Thykier said. “That’s significant for businesses and brands, especially for consumer-packaged goods brands, who are looking to leverage connected packaging and passive print but can’t really command having an app on the user’s home screen.”
Integrating Mobile Marketing into your Marketing Strategy
Source: Hallie Moser
We are living in a world where “Nomophobia” is a real thing. For those who don’t know about nomophobia, it’s “no-mobile-phone phobia”––the irrational and intense fear of being without your mobile device.
The fact that this definition even exists (and that 66% of people would consider themselves having it) goes to show that in today’s world, mobile importance cannot be underestimated.
Your customers, whether they are individual consumers or businesses, are going to be finding your services through their mobile devices, so you need to make sure that your marketing strategy makes using their devices easy and enjoyable.
Follow along as we dig deeper into integrating trends for a stronger mobile presence.
Adapt to an Evolved Consumer Behavior
I think we can all agree that consumer behavior has evolved. With the unprecedented availability of technology, how could it not? As a business, you are selling to sophisticated buyers who are doing product research before they even walk into a store.
Not to say impulse buying is a thing of the past — as I look at my $20, once-used, sandwich maker — but it is not the norm anymore. In fact, more shopping is done through apps preventing customers from even walking into the store. I can order my lunch, groceries, and home decor from my house and not have to worry about seeing any impulsive purchases at the end of aisles.
But fear not, entrepreneurs – this can still be a great thing for you! The more knowledge a customer has, the more comfortable they will feel buying goods at higher price points. They have justified that this item is needed, the best in the industry, and have assured themselves they will not regret their decision.
Your job now is to give them the “big picture” of why your product or service is great. They will be more likely to buy the idea of something rather than the product – so show them how they will benefit from it in their lifestyle (or business), instead of listing the features.
Ensure Synergy Between Channels
See, read, watch, find, buy, review → what do all these words have in common? They’re all the actions consumers are doing from their phone. Using their mobile across their entire journey.
You can improve this journey of theirs by making sure all of the digital assets translate well to different kinds of smartphones and tablets. You should synchronize your multi-channel campaigns for a seamless user experience by testing out site navigation on the different devices. Also, be aware of the aesthetics and functionality of your website by clicking through your navigation bar and links.
Your customers will let you know if your site isn’t as mobile friendly as it should be (even if they don’t tell you directly). Keep an eye out on the analytics and reporting of your site for clues like high bounce rates or low conversions. These are indicators that people are getting to your page, but are either not able to process their orders, or are not convinced the order will fill their need.
Prioritize Most Important Features
All of your mobile assets, from mobile- and tablet-friendly websites to apps, should cater to the mobile user’s experiences by prioritizing the most important features.
If you’re not familiar with your customers’ mobile preferences, these features are usually at the top: easy viewing, product reviews, mechanisms for providing feedback and quick ordering.
The foundation of your site strategy should be mobile friendly with each page having a clear and valuable Call-To-Action (the buttons customers click to get your offer) above the fold. Have these CTA’s front and center of your web page.
When prioritizing your strategy for your site, remember: keep it simple. The most minimal you can make it, the faster your load time will be. You can do this by having a concentrated message, simplified page items, minimal script, and compressed images.
All additional media measurements, scripts, animations, and non-beneficial videos need to go away.
Clear Homepage and Site Navigation
As we just touched on, minimization is key.
Doesn’t it feel like general attention spans are getting shorter? As they balance mobile games, television, and conversation at the same time, it’s hard to keep customers looking at something they’re interested in, let alone an advertisement.
A recent study found that mobile pages that load 1-second faster see up to 27% increase in conversion rates. 1 second makes all the difference.
Your homepage will probably need the most restructuring. As I mentioned briefly, take out unneeded scripts and media, and present CTA’s above the fold. Your primary task is to make it clear where your customers can:
Find what services/products your organization offers,
Order that product/service, and
Give and read feedback.
Your navigation menus should reflect this simplistic strategy. You might have an inclination to break everything down in your menu, but long menus are overwhelming on mobile devices. Instead, include a search bar for your users to quickly search and navigate to the information they are looking for.
Also, make it easier for new users with third party payment systems, like Paypal, to login without having to re-enter all of their information. For your registered users, remember and pre-fill their preferences.
Optimize for Local Searches
If you market for a lawn company that only services a 50-mile radius, why wouldn’t you filter to reach those people in your radius? Then you’re more likely to impact customers that will benefit from your service, easily and efficiently.
Big businesses like Target take it a step forward by using these geo-filters to monitor customer behavior. By allowing customers to use their free Wi-Fi, they are able to track behaviors like what departments users visit, how often they return, etc.
The big picture here is that strategizing around mobile technology is the direction every business is going. It’s not a limitation, but a gift. If you make the effort to jump on the mobile bandwagon, and configure your website and digital strategy accordingly, you will have greater conversions and a better understanding of your customers.