Can you visualize your marketing returns in one view?
If not, and you’d like to learn how, read on…
The screenshot above is broken down into three sections:
- Input (investment of time and money)
- Throughput (your marketing and sales activity)
- Output (your returns in $$$)
Let me break down what you’re looking at…
- This breaks down your website by landing pages (any URL on your website).
- We’ve added a column to control what the total investment into each landing page has been (SEO, content, development, copy, images, whatever it takes to create a great page).
- Organic entrances tells us how many people landed on that page over a given period of time via a search engine (this could be set to all visitors or other channels like email, social, etc.)
- Goal completions then tell us how many people entered that landing page (organically) and eventually (whether on that page or not) took a desired action (filled out a form, clicked to call, etc.)
- Deal value then tells us how much a closed deal or sale is worth for the given product/service that page is about.
- Revenue is determined by multiplying the total goal completions by the deal value, then multiplied by the close rate.
- Finally, you can calculate ROI with these numbers.
This is my favorite chart.
But, this doesn’t tell the whole story of your marketing efforts.
I’m a big believer that data/analytics can never tell the whole story because behind every number is a human and humans are unique and unpredictable.
Humans don’t follow the funnels and paths we want them to take.
But, this chart does tell a good story and gives us room to make incredible improvements. With a chart like this, you can:
- hold your marketing and sales teams more accountable to desired outcomes (not tasks) that lead to revenue.
- determine what the most valuable pages of your website are and send more traffic to them.
- analyze goal conversion rates at a landing page level to seek improvement for conversions.