Did you know that about 74% of small businesses do NOT use e-commerce to transact business on their website?1 Frankly I was not surprised by this number because it matches the makeup of our customers at Cazbah.
It is great when we get a customer who has an ecommerce site because we fairly easily measure performance and ROI. However, there are a lot of companies out there who manufacture goods, deliver services, or sell products that just can’t be sold in a shopping cart. So what happens when a site has no ecommerce? Is it necessary and even possible to measure performance and ROI? I am hear to tell you YES!!
We have customers who spend a lot of money to market, sell, and advertise their company’s products and services. I often hear “Oh, we know where are sales are coming from.” Well with all due respect, that is not possible unless you have a system in place that directly attributes leads that come from your website, and then tracking whether those lead sources are closed or lost opportunities.
So what are examples of non-ecommerce leads?
- Phone calls from print, tv, trade shows or other forms of traditional media
- Website form completions, Contact Us, Request for Quote, etc.
- Downloads of documents after contact info is given.
- Email sign up
- Phone call placed after visiting the website
How are you tracking those leads? Here are some of the things you should know about your leads.
- What source(s) did that lead come from?
- Who followed up with that lead and how?
- What was the journey that person took to become a won or lost opportunity?
- How much did you spend to get that lead?
- Did that lead close or was it lost?
- What was your ROI?
How many of the bullets above are you tracking? If you are like most SMBs, probably not many of them. In the last couple years, technology advances have allowed us to help our customers start tracking their customer’s journey in a way that helps them understand where they provide value. (See graph below).
After all these years digital marketing is finally becoming tangible. We are now closer than we have ever been to understanding our customers and their buying habits. The days of looking at nebulous stats like rank, impressions, visits, and click-through-rates as the sole indication of digital marketing success are over. This is an exciting time. Don’t get left behind.
Make sure you talk to your Internet Marketing Consultant to learn more about how to close the loop on your digital marketing efforts.
1Sophy, Joshua. “74 Percent of Small Business Websites Have No ECommerce.” Small Business Trends, Small Business Trends, LLC, 17 June 2016, smallbiztrends.com/2016/06/small-business-ecommerce-trends.html.