The Key to Knowing What to Fix is Knowing What is Not Working
We believe in today’s world it is irresponsible for a marketing professional to make a final recommendation to a remodeling firm about their marketing without a proper evaluation of at least their web traffic. Web traffic and other online metrics, such as for social media venues, e-mail marketing, e-newsletters, etc. are the keys to understanding what is and isn’t working well and where you need to focus resources to get the results you desire.
Knowing What Metrics to Look at is Important for Effective Remodeler Marketing, But So Is How You Look at Them
There are enough unique things about remodeler marketing that some of the standard ways online marketing firms look at online metrics for analysis can be misleading.
Just looking at the basic information many web analytics packages offer is simple but dangerous. It can lead you to make decisions and come to conclusions that are not accurate and could be harmful. For example, only a portion of most remodeling contractors’ web traffic is from visitors who could possibly become qualified leads. For some remodeler websites, we’ve seen ¾ of the traffic fall outside of what should be considered useful for leads. So you see your total web traffic going up and up and you think you are doing your SEO or PPC or Social Media effectively, when in fact you may be mostly bringing in unqualified visitors. As you increase the percent of unqualified visitors to your website, you start seeing a drop in the ratio of visitors to leads and you may see an increase in your website’s bounce rate. Both of these things could lead you to believe you have a problem with your website (which you may or may not). This could cause you to spend unnecessary time and money reworking what is in fact an effective website.
Web Analytics Can Clarify, Increase the Accuracy of & Improve Your Close Ratios
You may find that the ratio you are getting of calls to closed sales is going off the tracks and your sales staff is falling down on the job. It could just be that you are getting more unqualified calls because you have more unqualified web traffic, some of which is contacting you.
We have over a decade of looking at remodeling contractor web traffic and learning both how the online marketing industry looks at data and how some of those ways have to be modified to best serve remodelers.