5 synonyms for digital optimization
by Webtrekk Marketing Manager Spain
Do you already know what you are going to ask for this Christmas?
As with any digital business, surely you would like to get more registrations, more sales, more valuable tickets, more returning customers…
You would like to optimize.
How to do it? Here are some ideas:
1. To optimize means measuring first to take decisions later
Running your website or app without a digital marketing tool is dangerous. The goal of data collection is to give us details about how things are going.
If you already have a powerful tool for measuring and optimizing, finding metrics that give you responses is key: LOOK FOR YOUR KPIS!
Keep in mind that all KPIs are metrics, but not all metrics are KPIs. Think about your business goals and strategy, and figure out which are the best metrics to you. For you that might mean abandoned baskets, or maybe newsletter subscriptions, or maybe meeting requests.
There are lots of different goals out there.
Have you already identified your KPIs? Nice! Make sure they are:
- Actionable: use your KPIs to validate your hypotheses and take decisions.
- Accessible: make them visible to everyone, create reports and set them up to be sent to all teams. Your team members need to know how are things going this Christmas.
- Auditable: no doubts, no uncertainties.
2. To optimize means breaking silos
You have your digital analytics tool data. And your CRM data. And your call center data. You also have some data from SEM. And mobile data, too. Separately?
Go further and unify all data. Configure your tools to get a global overview about your users’ behaviour. Use your analytics and your tag manager to unify all useful information you already have.
Unify your CRM, your marketing, your content and your processes. Keep in mind: analyze and optimize all of your customer data and your marketing in just one platform!
3. To optimize means user-centric
We agree a good analysis is the key for a good optimization. But… what are we measuring exactly? Web? Apps?
We are measuring people. Use user-centric data!
Enrich your user profiles with all integrated data and focus on identifying them through all of the different devices they use to keep in touch with your brand.
If you are not capable of knowing that a user is visiting your website a few times daily from a smartphone, from a PC and from a tablet… how can you know the customer journey? How are you going to generate an impact with personalized marketing campaigns?
Put your user in the center and cluster all of your data around him or her to get better analyses, better automatization and better optimization.
4. To optimize means personalized content
Are all of your visitors doing same things? Are all of your visitors visiting same pages? Buying the same products? Surely not.
You have your segments. Let’s go for them! Automate your Christmas marketing onsite with banners, layers and product recommendations. You can do remarketing or RTB too.
More ways? Use all relevant information to personalize your newsletters or communication in the call center. There are a lot of solutions, and just about all of them let you personalize how you engage with your customers.
But go further again. If you already have identified customers…. why not optimize navigation, sales, repetition or satisfaction after sale?
5. To optimize means good internal organization
Unify your attribution tools with your web analytics, with your CRM department, with your marketing team, with your logistics, with your stores, with your call center. Create integrated teams! But keep in mind all of them should work with their own metrics.
Involve all employees with your digital optimization process. Including your C-level!