Being able to create a process that aids in supporting a brand measure decision based on the online actions of their web visitors is something tricky master for many businesses. Working with business professionals for over 30 years I have often encountered the theory that “having more options is good”, but in today’s overwhelming digital landscape; you want to be able to track your conversation and their thought process in a very precise way. To do so, it requires limiting your options to a clear “yes” or “no” and having a process to able to revisit the “maybe”.
Here’s How You Can Measure Decision
In a general sense, here is how the typical scenario goes…
Sample Process: Emai Sent > Landing Page Opened > Register Option Offered.
The clear decision here is “YES” sign me up!, or “NO” I’m not interested.
If your message is opened, but the clear forward action is avoided, two things are clear: 1) they have no interest, or 2) they are interested, but the information is missing for them to make a decision. If you fail to provide them with the correct information they are looking for; their subconscious will begin to fill it in for you – which may not always work in your favor.
Let’s look at that further.
Going back to your email campaign, you should be able to see who opened the message. Cross-referencing the opens to the orders received, anyone who did not pull the trigger goes into a separate email track listed as “Maybe”. (Note, in some email systems this can be set-up as an automatic process or filter added later.)
Now, you send the “Maybe” conversation which provides more information, addressing a potential hesitation, and sets them up for another test close hopefully moving them down another stage in the sales process. You would continue to do this hoping that all potential hesitant questions are answered thus leading them again to only two options: YES or they’re not the right fit for this offer (if they are continually opening the message but not buying).
Where I have seen this go wrong is when they are offered two or more “YES” options like “Join” and “Join”. When there are too many interesting options to choose or too many stories to read. It creates a situation where you are unable to clearly identify if they are simply indecisive on which is best for them. It may have been because the copy kept introducing new ideas, or they were totally disinterested all together.
With everything online measured by a “click”, it is important to clear their thought process and provide a simple measurable pathway to track their interest.
How Do You Measure Decision by a Click?
Clicks can be measured in a couple of different ways. Creating a conversational flow based on the “Click” action helps you identify the guests’ interest to learn more or even where they became bored or overwhelmed and left. Keep in mind that it depends on the conversation which one may be used, but here are a couple of examples.
- Google Goals / Tags: Google Analytics offers tools called Goals and Tags. Each of these provides additional “triggers” that can be added to your Google Analytics account and track specific actions a visitor to your website takes. This can be them clicking on a specific link (like an ad) of taking the desired action on your page (like adding to cart or clicking a button to buy). The activity of these items is then revealed in the “conversions” tab of your Google Analytics. These are great tools to help you identify how to refine your conversation.
- New Page Link: If you build your conversation with a very singular thought process, you can develop your page links to take them specifically from one paragraph to the next. This helps you identify at what part of your conversation where confusion may have set-in. I have used this strategy to create A/B testing on web content to specific audiences captured from advertisements.
The Moral of This Story
Results matter. Knowing how to effectively communicate with your audience and put in place ways to measure decision engagement is key.
If you need assistance with developing effective communications or measuring the engagement of your audience, please reach out. I’d be happy to help!