How to track the effectiveness of advertising in the online store, part 2. Project iStat
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Due to the fact that the previous article The evaluation of the effectiveness of advertising in the online store received a positive response on Habré, it was decided to bring our developments in statistics into a separate project. Meet iStat , innovative analytics! (Beta).
Also, thanks to the received criticism, it turned out that the scheme can even be simplified and made more universal.
As in the previous article, we will evaluate the effectiveness of advertising not by classical indicators - attendance, setting goals, viewing depth, failure rate, etc., but by the number of incoming calls .
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Step 1. We break advertising into groups, for example SEO , Context and banners .
Step 2. Buy 3 direct city telephone numbers.
Step 3. Install the iStat module on the site that can remember visitors and show them different phone numbers.
Step 4. We register in the system rules for displaying phones for visitors from various advertisements and admire the statistics (all calls go forwarding to the phone number you need):
How it works , you can see the example of the site iStat.com.ua :
1. Go to iStat.com.ua, remember the phone number.
2. Go to a special test page that simulates the transitions to iStat with different advertising campaigns.
3. From there, go to iStat.com.ua - the phone number has changed, calls to it are recorded and displayed in real time on the statistics page.
In the same place, on iStat.com.ua, on the admin page (login demo , password demo ) you can see an example of statistics and also edit the phone mapping rules.
If in your online store more than half of orders are made not through the basket, but by phone, then the direct indicator of the effectiveness of advertising will be the number of incoming calls , and not the attendance and depth of browsing the site.
Of course, we can say that the most accurate indicator of the effectiveness of advertising is the number of sales.
But here we must bear in mind that if a person has already called your store, then most likely he already wants to purchase goods. And if the call does not lead to a purchase, then there is already a need to look for a problem in the store's work - there may be problems with the availability of goods, delivery conditions, the work of managers and so on.
Summarizing , we can say that customer calls are a fairly accurate indicator that advertising works, and to convert calls into orders is the task of the store.
PS Due to the fact that the service is launched in the beta-version mode, any criticism, suggestions, objections and even a flood on the topic is welcomed :)
Due to the fact that the previous article The evaluation of the effectiveness of advertising in the online store received a positive response on Habré, it was decided to bring our developments in statistics into a separate project. Meet iStat , innovative analytics! (Beta).
Also, thanks to the received criticism, it turned out that the scheme can even be simplified and made more universal.
So, we estimate the effectiveness of advertising in the online store.
As in the previous article, we will evaluate the effectiveness of advertising not by classical indicators - attendance, setting goals, viewing depth, failure rate, etc., but by the number of incoming calls .
')
Step 1. We break advertising into groups, for example SEO , Context and banners .
Step 2. Buy 3 direct city telephone numbers.
Step 3. Install the iStat module on the site that can remember visitors and show them different phone numbers.
Step 4. We register in the system rules for displaying phones for visitors from various advertisements and admire the statistics (all calls go forwarding to the phone number you need):
How it works , you can see the example of the site iStat.com.ua :
1. Go to iStat.com.ua, remember the phone number.
2. Go to a special test page that simulates the transitions to iStat with different advertising campaigns.
3. From there, go to iStat.com.ua - the phone number has changed, calls to it are recorded and displayed in real time on the statistics page.
In the same place, on iStat.com.ua, on the admin page (login demo , password demo ) you can see an example of statistics and also edit the phone mapping rules.
A few words about why we need this system, to whom it will be useful.
If in your online store more than half of orders are made not through the basket, but by phone, then the direct indicator of the effectiveness of advertising will be the number of incoming calls , and not the attendance and depth of browsing the site.
Of course, we can say that the most accurate indicator of the effectiveness of advertising is the number of sales.
But here we must bear in mind that if a person has already called your store, then most likely he already wants to purchase goods. And if the call does not lead to a purchase, then there is already a need to look for a problem in the store's work - there may be problems with the availability of goods, delivery conditions, the work of managers and so on.
Summarizing , we can say that customer calls are a fairly accurate indicator that advertising works, and to convert calls into orders is the task of the store.
PS Due to the fact that the service is launched in the beta-version mode, any criticism, suggestions, objections and even a flood on the topic is welcomed :)
Source: https://habr.com/ru/post/97096/
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