Performance for this channel
This channel is all about performance. It should be considered as part of your client’s acquisition programs (both new and reactivated customers) because they’re driving lost website visitors back to the desired action (online purchase, lead form, phone call, etc.). This section goes into details about how our system measures performance and how we help you manage and optimize your clients’ programs.
Once a program begins, prepare to set up regularly scheduled calls with your client to review performance expectations. In addition, you’ll want to monitor the return-to-site rates and conversion rates in between check-ins to make sure that the program is performing to expectations.
We’ve learned that being proactive in reaching out to clients gives them the confidence that the program is working and effective. Or if it’s under-performing, being transparent about changes or modifications needed to make the program more successful helps them believe that you’re on their side.
We’ve also learned that if the client believes the program works, they’ll continue. And conversely, if they doubt that it’s been effective, it’s hard to convince them otherwise even if the metrics show positive performance.
There are always variables for tracking the performance of any marketing effort. Response data is usually directional, not definitive, and each channel has a bit of noise and influence on every other channel. As you know, there’s some kind of margin of error with any measurement.
The most accurate view of performance will be your client’s unique Dashboard, which will give you up-to-date performance metrics. ^^Dashboard Details