What You'll Discover In This Episode:
I want you to think back to your very first job. If you were born before 2000, it was likely an in-person job, not remote work. Perhaps you made concessions at the movie theater, bagged up groceries at the supermarket, or flipped burgers at McDonalds.
Let’s say you worked in a fancy retail store in the mall, back when malls were the place to shop and be seen. You were in charge of helping customers find the perfect outfit for their special event be it a holiday party, prom, or wedding. Upon each potential customer entering the store, the line you were directed to say was, “Hello. Welcome to Divine Style. What occasion are you shopping for today?”
Upon hearing their answer, you were to ask them consecutive questions. “Is the attire formal or semi-formal?” “Do you like sequins or velvet?” “Do you prefer modest or revealing?” “What’s your favorite color?” After some back and forth that helped you zoom in on exactly the kind of dress or suit they’d want to take out their credit card to buy (and earn yourself a commission), you’d get to say, “Great! How about this gorgeous dress right here? It would look so beautiful on you!”
Without that conversation happening and the guidance you provided, your potential customers might walk aimlessly around the store and walk out having not purchased a thing. You would also have had an impossible time helping them find the perfect outfit if they refused to answer your questions and threw out the, “I’m just browsing.” It would have been a lose-lose scenario instead of the win-win scenarios that provide you job security.
That’s a big shame, too, because they came into your store for a reason. They might not have wanted to be sold to but they certainly were not ”just browsing.” They came to the mall to shop. They walked into your store because they liked what they saw in the window OR their friend recommended your store OR they needed a cocktail dress and hoped one would stand out.
Well, let me tell you, when people go to your website or click on your ad, they are not just browsing. They are coming to you for a reason and more than often than not, they are talking to you through analytics. Are you listening?
Sure, analytics is a different kind of conversation and may even seem like a different language, but it’s an important one to learn as it’s the most effective way to measure your marketing and see what’s working and not working so you can make appropriate and profitable tweaks.
Like many business owners before you, you could make a guess and blame a failing offer on the color scheme, copy, imagery, price, packaging, or day you sent the email, and you could continue tweaking and tweaking and tweaking with no better result OR… you could just listen to what your customers are telling you through your page’s analytics and make the offer more desirable so they make the purchase.
In this episode of Productivity Straight Talk, I sit down with the Co-Founder of MeasurementMarketing.io, Chris Mercer, to dive into the world of analytics and discuss how you can effectively measure your marketing to tune into exactly what your customers want.
Episode Links & Resources:
Chris “Mercer” Mercer, co-founder of MeasurementMarketing.io, is a sought after measurement marketing expert and has been helping marketers, marketing teams, and agencies, plan out what’s important to measure in their marketing, build measurement systems (using Google Tag Manager and Google Analytics), create actionable dashboard reports, and finally use those reports to forecast and optimize their marketing results.
In short, Mercer helps marketers measure their marketing so they know what’s working and what’s not.