Intelligent and usable Touchpoints that Convert
Do more than just measure
Every company is in business to make money and your website or smartphone apps are essential channels for your visitors to engage with you. Taking a “pulse” on how your website is doing and just how it impacts your business requires more than just analytics alone.
Determining Engagement Value
- Direct business outcome. We know there are many reasons why visitors come to your site. For this first step lets focus on the outcome that has a direct business impact. For example, while the New York Times wants to engage its readers to expand their brand and provide compelling original content, their direct business outcome is increasing readership (new subscriptions). For an ecommerce site, the direct business outcome seems to logically be a completed transaction.
- How do we get there? You wouldn’t just build a website that doesn’t help your visitor know why they are there or what they should do! So, let’s consider that for every website there is at least one path that a visitor can take through your site to reach your direct business outcome.
- Assign Values. Now that we’ve defined at least the critical path to our direct business outcome, let’s assign values (this will help with Analytics too). Consider a triangle, where the apex (or top) of the pyramid is the first page your visitor reaches on your website (often the site’s homepage).
1% Visitor finds the website
20% Visitor navigates to a particular area of the site
25% Visitor expresses interest in a color/style
50% Visitor views a marketing page that describes
why they should order a sample
70% Visitor orders a sample
100% Visitor schedules an appointment with a Dealer
Example: Engagement Value for B2B Manufacturer of Glass Tiles
For this example, a B2B manufacturer of glass tile uses their website in order to promote the sales of their product. However, they don’t sell products directly on their website – they sell through dealers. Dealers, in turn, take these leads and work with the company’s customers to remodel kitchens, bathrooms, offices and more with unique glass tiles (instead of paneling or wallpaper).
Our manufacturer’s Direct Business Outcome (and the primary goal for the website) is to entice its visitors to schedule an appointment with one of their dealers so that they can begin working on a remodel project.
Visitor visits a particular area of the site (20%)
From the triangle you can see that we’ve established percentages that graduate (in %) as the user gets closer to the Direct Business Outcome. As we measure this engagement value, we assign these arbitrary percentages subjectively based on how each action taken by the visitor impacts your business. In this case, creating a conversion event that entices a visitor find a particular area of the site gives us a score for this visitor of 20%.
Visitor expresses interest in a particular color/style (25%)
If we then create interactive elements that are used to help the visitor make decisions from thousands of glass tiles then we can eventually determine if a visitor has expressed a preference moving the score for this visitor to 25%.
In this case, even though the B2B Manufacturer doesn’t actually sell its products to the end consumer (sold through a dealer) you might consider “non-transactional” commerce as a way of easily organizing products where there are many options or complex configurations.
Visitor views a marketing page that describes why they should order a sample (50%)
As we learn more about the user (or as they interact with the website) we can then personalize content to entice the visitor to “convert.”
For this example, we know that a visitor is more likely to become a customer once they have the opportunity to “touch” and see the product in person. So, a marketing pages is used to help the visitor understand the value and explain to the visitor why they should order a sample glass tile (the exact ones that they’ve expressed interest in).
Once this conversion is complete our next task is to get the visitor to order a sample.
Visitor orders a sample (70%)
For this example, the B2B Manufacture does require a token transaction of about $2.00 for the visitor to order the tile. This prevents customers from abusing the process and is also used to qualify a site visitor by asking them to make a commitment (a “little yes” not a “big yes”).
Subjectively, we are still not 3/4 of the way there yet – because the goal of the manufacture is really to generate leads for their dealers. The site will usually deal with other factors such as offering replacement samples (usually at no cost) and other marketing approaches designed to get the visitor to, ultimately, schedule an appointment with a dealer.
Interactive elements that a visitor/customer might use to create the next conversion
- “Order Another Sample” – once you’ve ordered a sample, we’ll make it easy for the customer to order a replacement sample.
- “Find a Dealer” – also we might provide an interactive feature making it easy for the visitor find a dealer.
- “schedule an appointment” – and even those these features are already on the site – the visitor will be more likely to make use of them after positive tactile reinforcement and the ability to interact in a way that creates a positive experience.
Visitor schedules an appointment with a Dealer (100%)
Finding a dealer and scheduling an appointment is the goal for our website and once the visitor has made this conversion the company can instantly see how this will translate into revenue.
Ultimately, when considering total business value – we would also want to know the loss/win ratio of website leads like this after they have been pushed to a dealer.
Therefore, it is also important that your reporting capabilities for engagement value encompass the entire process. Mozaro partners with the world’s leading software vendors to develop solutions that align with your needs and budget.