iMediaConnection: "The 5-step R.A.D.A.R. process for continuous optimization:
iMediaConnection: Marketing & ROI: 1. Reporting: When it comes to reports, less is more. Focus your reporting on the key metrics based on your marketing objectives. For example, if your primary objective online is ecommerce, standard KPIs might be �Average Order Size (AOS)� and �Browser-to-Buyer Conversion Rate.� If your site is geared toward lead generation, you�ll have a different set of metrics.2. Analysis: Next, analyze data to identify trends and pinpoint areas that need improvement. For example, by analyzing the Shopping Cart Conversion Funnel, you might see that you are losing a high percentage of your visitors on the shipping information page. Examining the abandonment paths visitors take from this step provides an immediate indication of what needs to be fixed to keep them moving toward conversion.
3. Decision: Now, make one decision at a time. This step is imperative because too often people are either not sure what conclusions to draw from the data, or when they decide to make changes to their site, they make several major changes all at once. Multiple changes make it difficult for marketers to know which specific change had the greatest impact on performance.
4. Action: Take action. Action needs to become addictive within your organization. And decisive action based on sound analysis is the best kind. This is the most critical step in this process. You can�t improve results if you don�t act upon your analysis.
5. Results: Finally, measure the reaction your visitors have to the change or changess you�ve made. You�ll measure and report on whether the result was positive or negative -- comparing the before and after. If the result was positive, continue with that strategy. If the result is negative, test another action to fix it. It�s a continuous proce"
posted by Jen @ 12:59 PM
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