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Mapping Multi-Channel Sales Funnels
OU CAN NOT MANAGE what you do not measure. Without measurement there
is no gauge on progress, and it becomes virtually impossible to determine if your marketing eff orts have been eff ective in building business and reaching your goals. Too many ecommerce businesses do not take full advantage of the analytic suites available to them. T ey install what they call “tracking,” when in reality, the informa- tion they are recording means lit le to the eff ectiveness of their overall objectives. “Tracking” often follows visitors
through what is called a funnel to deter- mine the eff ectiveness of a particular chan- nel of the business. In a funnel, the visitor enters your website at a specifi c point and is guided toward an end objective. T at objective can be anything: a download, a contact request or in ecommerce, ideally a sale. However, a visitor seldom fol- lows a perfect liner path to a conversion. More oſt en they start at one point, go through a series of channels along the way called micro-conversions, go back to a few earlier channels (or fi nd new channels), and then complete the fi nal objective, the macro conversion. Understanding what micro conversions or points along the way your ecom-
merce visitors take to complete the objective is critical in fi ne-tuning your marketing eff orts at each step. Tracking only the last contact point of the funnel (i.e. the last page or ad the user clicked before they made the conversion), versus tracking every point along the way, is ineff ective and leaves a lot on the table. For example, a visitor clicks your PPC ad, but then aſt er arriving at your site, leaves at some point and does not complete the sale. T ey come across your Facebook page a week later, look over that, then take an off er you had on the page to download more information about a specifi c product via email, and they leave again. A week aſt er that, they read over the information about the
Continued On 12 10 October 2011 by Eric Leuenberger
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