We often talk about the importance of measuring results in our business. This can come in many forms – maybe you want to measure how many people are visiting your website, or joining your Facebook page, or opening your newsletter – or signing on as clients.
Whatever the case may be, when you have something that has a measurable result, make sure you measure it.
If it’s not working, change it.
Many small business owners go through the process of setting up a program – or even their website freebie – and then just leave it at that.
In order to make sure that you are relevant and interesting to your audience, it’s important to measure your results regularly to ensure that your processes are working for you.
For instance – do you measure your website visits? If you do, you will know how many people are coming to your website on a daily/weekly/monthly basis. If you also look at your mailing list signups, how does that number compare to the website visits? How many people who visit your website are actually signing up for your mailing list (free gift, newsletter, video series, whatever it may be)?
If your conversion rate is not good, then your opt in set up is not working for you. Change it.
Whether that means changing where you place the box on your page, or whether you need to change language or even your freebie itself – the idea is that when people come to your site you want to have an irresistible offer for them – that they will sign up for. If that’s not happening, change it.
Another example – do you check your newsletter opens? What about your clicks on your calls to action inside your newsletter? It’s great to have a big list, but if you are not engaging them then you could be just going through the motions each time you send something out.
If you aren’t getting your newsletter opened by at least 25% of your list, change something. You might need to change your subject lines, your topics, or maybe even your layout or your content. If they are opening but not clicking on your calls to action – change those. Especially those!
If they are opening your mail, but not taking action on what you are sending them, then you are not providing the right information or message to them.
Measuring your results in these areas and more in your business will help you to better engage your audience – and that will earn you their trust … which always results in more clients.
I’d love to hear your comments on this article!