Are you struggling with the result yielded from your past advertising campaigns?
Are you in doubt about whether the right group of people is targeted?
Are you feeling lost and confused while choosing the right marketing channels?
Are you wondering why you cannot retain old customers?
Conversion tracking is a way to monitor the effectiveness of an ad campaign, it ultimately helps you to collect and analyse your customer’s behavioural data, - how and when they decide to make a purchase, put their name on your email subscription list, give you a call, download you app, and more.
Sounds great? Slow down. Here are the 6 key facts that you must know before start tracking your conversion online! You may also need to review it from time to time, as to make sure everything is on track and not being directed towards a wrong path.
在為您的行銷策略煩惱？
您有選對了觀眾群和行銷途徑嗎？
又有困惑為何客戶都不選購您的商品或服務嗎？
你可能需要了解一下「轉換追蹤」。 轉換追蹤是用來追蹤客戶與廣告互動「之後」的動作，包括購買產品、致電您的商家，或下載您的應用程式。當客戶完成您定義為具有價值的動作時，這些動作即稱為轉換。追蹤並分析這些數據將協助您達到商業目標！ 聽起來像輕而易舉，實則非然。在行銷同時，你亦需要定期進行檢討，以確保所有事情均在預期之內。以下6大有關轉換追蹤的要點將大大幫您一把！
1. Revisiting Your Goals Again | 檢視您的目標
Back to square one. What do you have in mind once you establish your business, or designing this campaign? What do you want to achieve in the first place? Promote a new service or product of yours? Or to simply gain exposure in the increasingly competitive market?
Now you have a foundation to build on, it is time to come up with a defined, established and quantifiable objective based on your past result from campaigns with similar natures, groups that you would like to reach out, and more. Sometimes learning from your competitors and acquiring predictive trends from industry news help with your brainstorming as well.
在開展生意之前，您有想過您的商業目標是什麼？會是推廣一項新產品或服務？還是增加公司的曝光率？
有了整體的理念後，你便需要為每個生意項目進行市場定位，如目標觀眾群等因素，並根據過往其他對手的數據訂立一個清晰及量化的目標。從對手的經驗中學習能助您知己知彼，在決定好每項目標後，您的業務也會變得一帆風順。
2. Different types of KPI | 關鍵績效指標
Key Performance Indicators (KPIs) are commonly adopted to measure the performance of the campaign. Your KPIs should be components that can be used to demonstrate how well your objectives are achieved. Without the use of KPI, you have no way of knowing whether or not your work, money and time are worthwhile.
Impressions, clicks and bounce rate, which is the percentage of people who visited your website and leaves the page without browsing further, are some effective KPIs you may want to consider.
關鍵績效指標 (KPI) 被廣泛利用來計算市場銷售計劃的成效，並用作計劃商業目標的單位。如是者，沒有適當的KPIs輔助，你的公司亦難以作出準確的決策。曝光次數，點擊數和跳出率（即點進你的廣告但即時關掉所佔的百分比），都是一些常見的KPI。
3. Marketing Channels | 市場行銷渠道
When comes to exploring new marketing channels, some marketers could be quite conservative and tend to cling to those proven channels. It is important to explore around and keep yourself up to date, as everything in the world of digital marketing is moving at the speed of light. The right path is never easy, but you could learn by trial-and-error. No matter what your starting point is, always nurture a good understanding of the available channels you can leverage on. Perform AB testing among channels and make varied attempts with your marketing materials until a combination with the best performance is yielded.
Here are several types of online marketing channel that you may consider.
Search Engine Optimization (SEO)
Search Engine Marketing (SEM), e.g keywords display, re-marketing, pay per click platforms etc.
Social Media Marketing e.g. Facebook, Instagram, Twitter, Youtube, etc.
Content Marketing e.g. videos, blogs, social media post
Email Marketing
Influencer/Key Opinion Leader Marketing
在選擇行銷途徑時，有部份行銷者會顯得保守並傾向選擇既有的渠道。但隨著電子行銷日新月異的發展，時刻緊貼並探索潮流是必須的。縱使找一條適合自己的渠道尤如大海撈針，但我們亦能從屢敗屢戰中學習。不論您對行銷有經驗與否，均需要對行業周邊發展有良好的認知。此外，亦須透過AB測試等方式逐步找出最佳的方案。
以下是行銷渠道的例子。
搜尋引擎優化
搜尋引擎行銷（如關鍵字搜尋、再營銷、每次點擊付費等）
社交媒體行銷（如Facebook、、Twitter、Youtube等）
內容行銷（如社交媒體發文網誌、短片等）
電郵行銷
影響者 (KOL) 行銷
4. Define a Conversion Funnel | 計劃銷售行徑
Usually, your potential customer may take several interactions with your advertisements or your websites before a conversion occurs. An optimized conversion funnel is vital to your success in online marketing. Every website and every pieces of marketing materials online in existence has a conversion funnel, whether it was created intentionally. It could be as simple as asking people to sign up for your one-off e-book, or let everyone remain cohesive to your subscription plan in the long run. By visualizing and comprehending the journey that your customers are likely to go through, you can now take actions to refine that flow, or even identify leaks in the funnel.
一次轉換發生之前，從潛在客戶進入網站到成為您的客人之間，通常都會經歷數個步驟，而每個步驟都會影響顧客的行為及其成為您的最終顧客的意欲。網站上每一項資料均有意無意的影響著轉換步驟的運作，如邀請顧客登記成為會員及訂閱你的項目等。因此了解整個行銷途徑能有助從顧客角度檢討，並引導你達致目標。
5. Analyze Conversion Data | 收集與分析轉換數據
In an ideal world the funnel should drive all your customers straight to your desired actions, not one less. But in reality, only some of them can make it to the bottom of the funnel. By studying the data you obtained along the funnel, you should be able to come up with answers to the following questions.
What behaviours lead to conversion?
Which channel drives the highest conversion?
What prevents people from moving to the next step?
After you have pinpointed where you have issues in your funnel, it’s time to take action and get rid of them. Changes vary from replacing a word with its synonym, to the entire layout of the website. There is no on-fit-for-all practice, so there is no need to aimlessly follow your competitor’s practices.
最理想的行銷途徑能準確無誤的驅使潛在客戶作出你所預想的行動，但現實上往往只有數位客人能被成功引導。透過數據分析，你應能對以下內容作出檢討。
那種行為會導致轉換發生？
那一個渠道能達致最佳的轉換率？
有什麼因素阻礙客戶繼續探索？
當你收集並分析所有數據後，便能找出最與您的行銷目標相關的重要資訊並作出修正。這些修訂可以小至使用同義詞代替，大至整個頁面的轉變。而且這些策略並不是必勝法，因此不必盲目追從成功對手和市場的步伐。
6. Refine marketing campaign | 市場行銷成效和調整
Now, as you have analysed the conversion data, it’s time to refine and improve the marketing campaign. You may find come across some issues while you are going through your findings, such as
Page design made it difficult for users to visit, it could be too much visual elements, or simply technical bugs and slow loading speed preventing users from continuing their journey online
Targeting the wrong group so no one seems super excited about your campaign/website
Influencer marketing result wasn’t as expected. What went wrong? Where and when did everyone drop off?
A/B testing shows that the result of A is better. You could commence campaign A, or create a campaign C and see which performs better, so in the long run you could ensure all the investments made are yielding positive results.
分析完數據後，便可開始調整行銷的企劃了。而在分析途中，你或會面對一些障礙，例如：
網頁版面對用家而言難以掌握，如網頁設計過於複雜，或程式出現錯誤，頁面運作過慢等。
針對了錯誤的觀眾群，因而得不到理想的迴響。
影響者行銷的成效低於預期
A/B測試的結果指向A組表現較佳（A/B測試是將需要兩組假説或變因分成兩組進行測試，簡稱A組和B組，從而選擇目標達成表現較好的一組），您可以修正A組因素的內容或創立更多因素作比較，以確保您的投資能獲得正面的回報。
針對這些問題開始解決，你未來的預算分配和營銷表現才能持續進步。
Great! How should I get started?
Conversion tracking tools offered by Google, such as Google Analytics and Google Adwords are the most popular and free analytics software suitable for any types of business. They equip you in-depth detail about your customer’s behavioural data and streamline your analysis in regards to point 5 and point 6. User testing tools such as heat maps (which generates a visual map showing where your customers focus on your website), surveying, pop-up boxes to be embedded in your websites etc. are all at your services too!
Choosing an agency to help you shape the success strategy is a big decision. It could be intimidating if you are new to these tools, especially if you have no idea where to start with. Here at Allua, we want to make it an easy one! For more questions regarding our services, click here.
掌握以上資訊後，你便可以開始計劃了！ 轉換追蹤工具如Google Analytics和Google Ads等免費程式均便於安裝以進行收集及分析數據，適合各行業使用。這兩個程式為您提供了詳細的顧客行為數據，並協助您進行第5及第6點所包括的分析。其餘客戶分析工具如熱感地圖（以熱感的方式表達客戶的在您的網站中主要停留的位置），市場調查，彈跳式視窗等均能助你一臂之力！
選擇一間能有效協助您推廣商品的團隊尤其重要。Allua的專業團隊便能令你的商品行銷變得輕鬆且高效！想了解更多我們的服務，請點這裏聯絡我們。
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