If you know your purpose, then you need to assess what key performance indicators (KPI) you need to start measuring.
This is achieved by determining candidate indicators and build ways to measure them.
These can be broken down into tangible and intangible results.
Tangible results are things like more visibility, more leads, more conversions, more sales etc.
Intangible results are things that facilitates the needs of the customer. These could be things like 'information found', 'enquiries resolved', 'fewer complaints'.
The objective of this exercise is to create a list of required information or candidate indicators, whether directly measurable or not.
For tangible results, this could be the creation of special landing pages, tagged buttons or images.
For intangible results, this could be the creation of additional buttons and images to be strategically placed on existing pages to track behaviour, or perhaps adding questionnaires or polls to attract the visitor to provide feedback.
This 45 minute call will cover the following areas:
The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.
