Web advertising costs money.
It’s an investment. And any good investment brings returns.
Measuring return is easy. Just ask yourself how your site is supposed to support your business and everything else falls right into place.
Chances are you want people on your website to contact you about your products or services. If so, just measure the number of times people actually contact you.
1. The Contact Form, email, and social networks
This one is easy. Every contact that comes to your inbox counts as a conversion. As long as it is a legitimate business contact.
Too obvious? Perhaps. But a surprising number of business people that I meet don’t track their conversions rates month over month. Tracking enables you to improve. And improvement means business growth.
2. The phone
Most business leaders that have used traditional advertising in the past already get this. When a new business call comes in, ask how the caller heard about you and log the caller’s response.
You get the idea. Track it all.
At the first of each month, add up the number of phone calls, form submissions, emails, and any other business opportunities your web site generated.
Calculate your returns.
Divide your costs by the number of inquiries you received, and there you have it. Your return. It’s the only sensible way to measure your online adverting efforts.
At Scale we measure your success at the bottom line. When you are ready to learn more, get in touch.
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