This step is aimed at analyzing the effectiveness of each of the traffic sources involved:
Comparison by applications received or purchases made;
Comparative analysis of the effectiveness of the calls received.
With the help of such comparative-analytical tables it is possible to reveal quality sources of attracting target audience, which converts into leads, leaves a high average check and brings the company a stable income. At this stage it is very important to operate with correct data on channels, which do not contain mistakes connected with incorrect setting of tags, mixing of statistical figures from other channels etc. Otherwise inevitable errors in assessing the effectiveness and development of recommendations for further promotion and attracting the target audience.
Scrupulous analysis allows you to improve the effectiveness of channels for attracting the target audience almost immediately after making adjustments. For an example of an increase in conversion after using recommendations from web analysts, consider an advertising campaign for an online clothing store. Based on the analysis of statistical reports, the owners of the resource were suggested
increase the volume of engagement by effective advertising;
increase the share of remarketing campaigns;
reduce the cost of low-effective activities that attract non-target audiences;
increase the flow of visitors not only to the home page of the resource, but also to the directory sections, which can later be used in the settings of remarketing strategies;
adjusting the targeting of ads for high-conversion regions.
As a result, the transaction rate rose to 92%, which was 17% higher than analysts’ forecasts, while the revenue growth was 150%.
