Launching an internet marketing campaign is just the initial step. To ensure your efforts aren’t wasted, consistently evaluate their effectiveness. Every adjustment to your marketing strategy should be followed by a thorough analysis of the results, determining whether it led to increased profitability. This process helps pinpoint what’s working and what isn’t.
Several methods exist for evaluating your internet marketing performance. Customer surveys and embedded HTML code are popular choices. Customer surveys can range from simple to complex, depending on the depth of feedback desired. A highly effective question to include is: “Where did you first hear about our products or services?” High response rates from a particular source indicate a successful advertising venue.
Embedding code in your advertisements provides valuable feedback. By tracking click-through rates, you can identify which ads are most appealing. For instance, if two different ad designs are used, you can determine which style attracts more attention and then standardize your advertisements accordingly. Similarly, if you run the same ad across multiple websites, you can identify the platforms generating the most traffic, allowing you to optimize your ad spend by focusing on high-performing websites and discontinuing ads on less effective ones.
Website traffic statistics offer another evaluation method. A significant increase in traffic immediately after a marketing strategy change suggests a positive customer response. However, to accurately gauge the impact of each change, implement only one major adjustment at a time. This ensures each change can be assessed individually, providing clearer insights into what drives the best results.