Data is the lifeblood of any successful digital marketing strategy. At KhushrangHina, we follow a data-driven approach to delivering results for our clients. Here’s our definitive guide to leveraging data to boost marketing performance.
Measure the Right Metrics
The first step is deciding which key performance indicators (KPIs) to measure. For goals like lead generation, we look at metrics like:
- Website traffic – Total visits, new vs. returning, and traffic sources
- Leads – Number of qualified leads generated from campaigns
- Conversion rate – Percentage of visitors who convert into leads
- Cost per lead – Total campaign costs divided by leads generated
For ecommerce clients focused on sales, we measure:
- Traffic
- New customers
- Average order value
- Conversion rate
- Cost per acquisition
- Revenue
With goals defined, we can align campaigns and tactics to drive the right metrics.
Analyze Data Across Channels
Once metrics are in place, we analyze data from all relevant channels. This includes search and paid ads, social media, email marketing, product pages, and landing pages.
We look for trends at the channel, campaign and ad levels to optimize performance. For example, if one ad creative in a PPC campaign is outperforming others, we identify why and apply those best practices more widely.
Test and Optimize Constantly
Data gives us the ability to test hypotheses through A/B split testing and multivariate testing. We regularly test headlines, calls to action, imagery, and layouts to determine which perform best.
For example, we recently found that changing a button label from “Learn More” to “Free Demo” on a client’s website increased conversion rates by 27%.
We then implemented the new button label across their entire digital presence based on that data. These tests allow us to make optimizations that scale into greater results.
Listen to Customer Data
Beyond testing and optimizing channels in isolation, we look at customer data holistically. This includes CRM and helpdesk data that shows us common questions, pain points and objections.
By analyzing this qualitative data alongside quantitative metrics, we gain a more complete picture of our clients’ potential customers. This allows us to better target and tailor messaging that truly resonates and solves problems.
Scale What Works
Once we identify tactics that generate results, we scale those approaches across other clients with similar needs. Data provides the confidence to invest more budget behind proven strategies.
This is how we continue to improve the effectiveness of KhushrangHina’s services – by gathering as much relevant data as possible, analyzing trends and tests, and then applying those learnings across the board. Data truly drives everything we do in digital marketing.