How do you analyze and optimize your conversion rate across different channels and devices?

Defining the right metrics to measure is the MOST important piece to start tracking an accurate conversion rate. I can't tell you how many times I've seen tracking set up to report that a website has a 50% conversion rate, but they're tracking pageviews as their goal. It's smoke and mirrors. Get clear and specific about what qualifies as a true conversion (form submission, phone call, etc) and measure your conversion rate based on those high-value metrics. Once you start accurately tracking what's most important, you can really start optimizing for what's working and what's not.

In my experience, segmenting the channels right and measuring channel performance with right metrics will certainly help identify the most effective channels.

In my experience, I review the messaging of the assets (like a paid ad from social) that got a person to the specific page and the messaging on the page. Sometimes the messaging in the ad is great but the landing page conveys something else. When trying to improve the conversion rate on a page, make sure everything that leads to that page matches. Start with the audience's pain point (take what you've learned from surveys or objections your reps hear). Put that messaging into the assets that lead to the landing page and then on the landing page, talk about the pain point in greater detail and how your product/service helps solve it. Connecting to your audience can help improve your conversion rate.

In doing this research, it is also vitally important to research your own actual capabilities--the things you have control over like your website, your funnels, your list, and your ability to follow up. You can build all of the external campaigns and optimize them to no end, but if you don't have the capabilities to convey value and capture interest and information, you'll never convert. I can't tell you how many companies I've worked with that blame a social platform or an ad campaign for not working, only to discover that it "didn't work" for reasons that they had complete control over.

Very helpful to also consider how "time" affects your strategies. Newly connected systems usually require some time for user data to begin making sense. For instance, google ads needs at least 6 weeks. In the same way, users may also need some time to get familiar with your site. Don't just assume your strategy isn't working when adequate time has not passed. Consider this quote by LinkedIn's founder, Reid Hoffman: "In most contexts, in most situations, the idea of "fast trust" is an oxymoron. Because the typical definition is: Trust = Consistency Over Time."