Knowing your open and click rates can give you valuable insights into your subscribers’ genuine interests and needs. But it simply isn’t enough. You need to know whether (and how many) subscribers actually completed the purchase. The real “must have” tool for measuring email effectiveness and ROI is the conversion tracking tool now available in your GetResponse Analytics panel.
How to measure conversions
Conversions can only be measured if you track the page that loads automatically after the goal action is performed. Typically, it can be any type of confirmation screen, such as a “Thank you” page.
That’s why, (learning from the experience of our most successful users) we’ve decided to equip our new version of Email Analytics with a tool that automatically measures whether and how many of your emails reach their goals.
To gain a completely new type of insight, simply follow our guidelines to set up goal tracking, now available from the Email Analytics panel.
How to set up tracking
Go to Goals: Manage Goals, and find out how quickly you can set up new goals and watch your ROI grow.
1. First create a profile for your website.
Generate a tracking code and paste it onto every page you want to track. Alternatively, click the link just below the code box to email the code to your webmaster.
Once your code status is authorized you can start creating new goals.
2. Now define goals for your campaigns
- Go to Goals: Manage Goals again, and enter the domain’s profile name that you’ve just created. This is where you define parameters for your conversion goals.
- Activate your goal by clicking the Goal Status switch to On. Decide whether you require exact match or head URL match, (see the pop-up help screen if you don’t know the difference) and type the URL of the site confirmation page you want to track.
- Specify the exact value of reaching the goal, e.g. $50, (but leave out the currency symbol).
- Don’t forget to click the Save Goal button
- For each website profile, you can create multiple goals to track various customer actions, e.g. a separate goal for each product.
- eCommerce sites and more advanced users can benefit from the multiple goal parameters section. (This is especially helpful for tracking multiple sales, but requires that your in-house programmers update and monitor the code.)
What can you measure?
Picture the possible conversion paths and verify whether your scenarios are possible by defining your goals and checking the results. Adjust your campaigns to extend your reach, minimize conversion time, and calculate real email ROI:
- Measure particular page views, downloads, signups, orders and sales generated by your email campaign.
- Find out the number of products sold, profit margin, discount values, abandoned sales ratio and many other stats.
- Segment your lists based on the conversion goals, e.g.: target only those that did not convert and send them a reminder; follow up with up-selling and cross-selling to those who convert, or add them to your loyalty program cycle.
- Compare clicks with conversions to check which links are the most effective and which are redundant.
- In advanced multiple-parameter scenarios, track the most valuable customers and their conversion paths. Calculate the shipping costs, redeemed discounts and coupons, and many other operations originated in your email link.
Greater campaign effectiveness
The list of ideas of what you can do with the goals tool is limited only by your imagination and your needs. But it definitely opens a completely new way to view your email campaigns and, finally, provides sound data to evaluate the effectiveness of your campaigns and … your job.
Don’t wait any longer, measure your email success and document the undeniable facts – on paper!