Evidence-based digital marketing strategy

Any digital marketing campaign must be based on research and evidence, whether that is through analysing your own website, or that of your competitors. Only then, can a strategy be built.

Moving beyond numbers

The internet is an ever-changing platform and your business needs to adapt to the fast-paced environment. When the world wide web first entered our daily lives, businesses began to create a website to signpost the audience to a retail store or service. Up next was a focus on making it look more attractive and welcoming to visitors; next, e-commerce websites provided opportunities to purchase goods online. Next, in an increasingly competitive market, the focus went on increasing traffic to a website. Now? We have moved beyond that. We know that higher numbers on a website isn’t enough; now we want quality visitors with high conversions.

The internet is an ever-changing platform and your business needs to adapt to the fast-paced environment. When the world wide web first entered our daily lives, businesses began to create a website to signpost the audience to a retail store or service. Up next was a focus on making it look more attractive and welcoming to visitors; next, e-commerce websites provided opportunities to purchase goods online. Next, in an increasingly competitive market, the focus went on increasing traffic to a website. Now? We have moved beyond that. We know that higher numbers on a website isn’t enough; now we want quality visitors with high conversions.

Data dictates strategy

If there is a website in place already, data is available to look at what opportunities there are to improve conversion rates; are people putting stuff in their basket and then leaving the site without buying them? Do we need to assess optimisation of the landing page?

We know the importance of analysing user behaviours, such as scrolling on the page, mouse movements and popular areas for clicks. Through recording these activities, and using tools such as heat maps, we can identify areas to work on.

Frequently Asked Questions

Here are some of the questions that we’re often asked and their answers. If you can’t see your question here, please don’t hesitate to contact us.
  • How do you measure the conversion rate?
    If you have 50,000 people coming to your website every month, and out of that number 1000 people made a purchase, that is a 2% conversion. We set targets based on these calculations and our regular reports measure against the original conversion rate base.
  • We have lots of traffic; why are our conversions so low?

    First, it is important to understand if the source of the traffic is valid. If you provide a UK-based service and most of your traffic is from the US, it’s clear that is a massive issue.

    Then, once we look at the user journey on your website, we can see what is putting people off from purchasing or engaging with your services. Perhaps it is a lengthy form, or high delivery charges, or complex information. We view your website as a customer and identify the issues and then resolve them to increase conversions, and then continue to monitor them.

We've said, you've read

Our insightful blog covers a range of topics within the digital marketing space. This article here will help you understand buyer behaviour and how customers would think when looking to buy something online.

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