A carefully designed website with tailored content will succeed in luring visitors in and in boosting the conversation. But do all the conversions lead to sales? This is a popular question asked by entrepreneurs when using their website to direct traffic to their offline stores. It is not uncommon to have a popular website that has a high conversion rate but gives no results when it comes to sales. Being able to track the impact of your online campaigns to your offline business will be beneficial in tailoring your campaigns.
Whether you rely on PPC, social media marketing or search engine marketing, if you can’t tell the impact of your online marketing strategy to your offline business, you risk wasting a lot of time and money on ineffective campaigns. This article looks at some of the methods you can use to track marketing campaigns through Google analytics and with several other strategies.
Create a custom landing page.
One of the easiest ways of tracking the impact of your online campaigns to your offline business is by creating custom landing pages. This needs to be designed specifically for the offline campaigns. For example, if you sell hiking equipment, your landing page should be focused on the campaign goods instead of a range of things. Focusing on one thing helps get a specific conversion.
For this strategy to work fluidly, you need to consider doing the following:
Keep your URL short. The ideal URL needs to be easy to remember and easy to type.
Log where you have used the URL. The last thing you want is to have numerous landing pages and be unable to determine which one comes from where. To track clicks to offline sales, you have to create specific URLs and keep logs. You must know which page goes to which ad campaign.
Use no-index Meta tag. To avoid having too many duplicate content to your landing pages, you need to use the no-index Meta tag: <meta name=”robots” content=”noindex”>. This keeps the pages from being indexed and will hence prevent other traffic from coming to your landing pages.
Include a phone number. To personally tell if your online campaigns are working in increasing conversion to your website, you need to provide your visitors with your phone numbers. Once they contact you, you will be able to tell whether your online campaigns are leading to sales or not.
Use Google Analytics.
The best thing about modern day marketing is that there are numerous tools you can use to make your work easier. One of these tools is the Google analytics. You can use it to hold information on offline activity and conversions which started with online journeys. However, for this strategy to work, visitors need to share their ID between the online sessions and the CRM database. This data is then used to track an individual customer. You can use the UserID or the Client ID method.
Using the UserID Method
This is a unique ID used to identify a visitor on your website. Google Analytics uses this ID to track a user’s activity through UserID tracking. Google Analytics will be able to link the sessions of a user across devices and in some offline activities. For this to happen, you have to set up UserID view in Google Analytics and output that ID at all opportunities. Offline activities should then be injected back to Google Analytics.
ClientID Method
ClientID is the internal ID that Google Analytics uses to identify individuals. In this case, the Software client is the client. This could be the app or browser being used. With this method, you only need to capture ClientID. Google Analytics provides a unique interface for capturing ClientID. This is a simpler method than UserID.
Use Ignitur.
Another tool you can use to track clicks to offline sales is the Ignitur. This is an ideal tool for task management for Internet marketers. The tool comes with features to help you improve your organic listing performance, social media management, email marketing to help grow your subscriber list, remove ‘bad’ links, mobile marketing and so much more. The tool also comes with an AdWords Management feature that will help control your budget leakage and increase conversions within PPC. With Ignitur, you will be able to keep track of your online campaigns and know how they are impacting your offline sales.
Phone enquiries.
Today, there are several phone tracking systems you can use to enable you to track online sessions to the phone call. A good example of such systems is the ResponseTap and Infinity. With these systems, you can customize them so that they hold information you send them from your web browser. This will in turn enable them to work hand-in-hand with Google Analytics ClientID methods as well as Google AdWords.
Discount codes.
Giving discount codes on your website that can be used in your offline store can help keep track of the impact of your online marketing campaigns to your sales. This is because you will be able to know how many people used the discount codes. Needless to say, this number will show you how effective your online clicks are. The use of discount codes is a great alternative to the landing pages.
For this to work, you need to create memorable discount codes. Doing this will make it easier for people to use them. Second, you have to keep track of the discount codes so that you never forget where you used a certain code. Third, you have to make it clear that the discount codes can only be used in your stores.
Understanding the true value of your online clicks helps you make better decisions in your campaigns. It is this knowledge that distinguishes market leaders from the followers. What is more is that in today’s competitive market, having confidence in your campaigns and being able to avoid unnecessary expenses is the key to staying ahead of the curve. The aforementioned strategies will enable you to fine tune your campaigns for the best impact on offline sales.
Author Bio
Kristi Hines is a freelance writer and a social media enthusiast. Her blog focuses on how to track clicks to offline sales. She also recommends tools for task management for Internet marketers. You can follow her on Facebook, Twitter and Google+.
Запись How to Track Clicks to Offline Sales from a Lead Generation Website впервые появилась TriggMine.