Mar 29, 2013

How Do I set Up my non-ecommerce website to track ROI?

Return on investment -- as business owners and leaders of our marketing departments, we want to make sure we’re getting the biggest bang for our buck on our online investments.

Tracking ROI on ecommerce websites is easy -- you have loads of information in your ecommerce platform detailing who purchased what on a daily, weekly or monthly basis to analyze, but with a company that sells services, it’s not as easy to make the connection to sales.

Tracking ROI for professional services is a little bit more tricky.

Often with professional services, it takes multiple touch points to make a sale, plus the size of the sale varies, and not every lead closes. It is tempting to take the easy road and settle that your website is ‘just a brochure’ for your company, but how will you know if it’s bringing in qualified leads? How will you plan your online marketing budget?

First things first: you need to be able to create measurable triggers for tracking website leads that you can easily access.

The simplest way to do this is to create a Goal in Google Analytics for all of your contact forms. That way you’ll be able to track with a few clicks how many inquiries your website is generating.

Here are some other ways to improve lead tracking on your website:

  1. Eliminate email addresses on the website -- this will encourage contact form inquiries which you can track more efficiently.

  2. Create a unique phone number on the website so you can track customers who prefer to call rather than email.

  3. Choose a CMS that easily stores contact form inquiries so you can identify customer service inquiries versus prospective client inquiries from your contact form.

  4. And if it’s not obvious... have contact forms on your website! You never know at what point on your website someone is ready to take that next step so make it easy for them and create contact forms with different calls to action throughout your site.

Stay tuned for next week’s article on How to Calculate ROI for non-ecommerce websites!