Your Numbers Game Needs The Right Numbers

Tara Hunt makes a great point in her post "Impressions, Reach, Views and Clicks are BS Metrics."

Sales is NOT a numbers game. Quality counts more than quantity.

If your data does not tell you more about your customers’ behavior, motivations and feelings then your data is primarily focused on your performance. To focus on your data that reflects your customers’ reality takes some adjustment.

A simple example:

A viral ad had a million impressions - that means you caught people’s ATTENTION (if you believe the impression metrics - they really should be 8 seconds and longer).

Your landing page had 10,000 people visit but 9,500 of them bounced away - that means that you piqued the INTEREST of 10,000 people but lost 95% of it right away

Of those 500 people who remained 100 of them started to click in order to learn more and start filling out the form - that means you stirred the DESIRE of those 100

Of those 100 who filled out the form, only 20 of them took the ACTION to complete them. - those 20 had enough confidence to want to complete the action

Of those 20 who filled out the form only 2 of them actually bought from you. - that means only 2 people of the million you engaged with were SATISFIED with your complete sales process. Traditionally sales people often bypass looking at this part.

Now not every one of those initial million who saw your ad was in the market for your product or service. Let’s assume 20% are. First, ask yourself did you understand who you were targeting in your ads? Why did you not reach enough of your true prospects?

Out of all those 10,000 people who clicked through to your landing page, did you understand what interested them? What part of the ad was relevant for them in their buying process?

Out of the 500 who clicked, did you know what parts of your content and offer they found value in? What parts helped them build confidence in their buyer journey?

Out of the 20 who completed the forms, do you know what their expectations were when they engaged with your sales team?

Out of the 18 who didn’t buy with your sales team do you know what part of the process didn’t align with their complete experience?

Of the 2 that bought, will they be so satisfied with the experience that they will become ambassadors for your product/brand? What do they think about your sales process?

In order to continue seeing growth from these campaigns, you might need help changing your perspective to your customers’ reality.

Are you ready to give greater value to the data that represents your customer’s reality? You will be surprised by the results.