It was really great to join Ranjana Sharma, VP of Strategy and Marketing Services at Echidna, Inc. and Lauren Ancona, Senior Data Scientist of Web Analytics at the City of Philadelphia, for last week’s Slice Communications Metrics Madness Swebinar. Some of the key things I spoke about were the need for proper client alignment before the engagement kicks off, and common digital barriers to meeting conversion goals.
One of our best practices at Slice Communications is aligning with our clients’ business goals, and helping them to set social media goals that support them. A key factor to goal setting is learning up-front what potential challenges we could face, which would mean obstacles to meeting our objectives. This important step allows the agency and the client to call-out collectively what issues may come up and to think in advance about how to strategize for the best results.
Here are the main points I spoke about regarding Client Goal Setting:
- Align: with client verbally and in writing on engagement goals
- Think Ahead: Gain agreement with client on potential barriers to success (Internal resource constraints, paid media scaled back during certain timeframes, holidays, technology concerns, etc.)
- Specify: super specific goal-setting- the goal must either be met or not
- Measure: Can quantitative or qualitative analysis be applied to assess the results?
- Time: Set objectives based on time periods to review against baseline data
When we think about metrics and specifically conversion many marketing firms and advertising agencies struggle with discussing barriers to conversion with their clients. It’s one of the main points of frustration from a client perspective because they can see from their Google Analytics that marketing and social media drive to their brand page or newsletter sign-up, but that there are no conversions. So what gives? As with all things digital, there are many factors that hinder conversion. Bad design/UX and lack of relevant content are two of the top reasons users drop out of an experience. Below are some of the key barriers to digital conversion:
10 Barriers to Conversion
- Bad UX/design
- Not enough relevant content
- No forms/No contact information
- Lacking technology (broken links=not trust-worthy for consumer)
- No strong value proposition
- Too much information requested – customer won’t give overload of information for limited value return
- Customers are required to create an account
- Customers are presented with too much complexity in the shopping cart
- E-Commerce merchants who try to convert free users through a third-party site
- High-Shipping Costs
Remember on that next client engagement (big or small) make sure to align your goal setting with your client’s, acknowledge any pitfalls to meeting objectives upfront, and communicate where there could be potential conversion issues on the client’s side.