Nothing is ever completed properly in marketing without studying your analytics. You really don’t know why you experience success (or failure) without looking at the stats and understanding what they mean. Let’s look at a few ideas.
Lots of Click Throughs to Post but No Conversions
Sometimes you’ll do great getting traffic to a post, but no one converts. Go into your analytics and find out how many people are really reading the post. If you can use heat maps you can even see where they’re looking on the post. The point is you want to look at all the analytics to try to figure out what is going on, why it’s happening, and how to improve.
Often when you get a lot of click through’s, but no conversions it’s because the opt-in isn’t right for this particular audience. But sometimes it’s because the opt-in isn’t apparent to the reader. Is the opt-in obvious to the reader? Do they understand the benefits of getting opt-in? Do they know that the opt-in solves a problem they have? Change it up a bit to try to improve these aspects of the opt-in then check your stats again in a couple weeks.
Sometimes you’ll share content on social media and no one even seems to notice it. They might like it on social media, but no one is clicking through. Why not? What’s going on? Check the link to ensure it works, if the technology is working, work on the headline to ensure that it focuses on benefits to the readers and doesn’t look like clickbait.
Try sharing the content at different times with different images and blurbs. Make a post about the content and share your feelings about the content and why it’s important and how it will help your audience on Facebook, then share the link to the content in the comments instead of sharing it directly.
Click Throughs, Conversions for Opt-in, No Sales
If you’re transferring people onto your email list through your in-content opt-ins but you’re still not making sales when you promote a solution to your list, look at the stats to find out when people are opening your emails, when they’re unsubscribing, and how it all fits together.
If a lot of people unsubscribe when you share a certain type of content reassess whether the people on that list needed what you promoted or not. Maybe they really weren’t your right audience, maybe the offer was off the mark. It’s up to you to do some in-depth research to find out which and then adjust accordingly.
Are your pitches too salesy? Do your pitches match the audience on that list? Are you spending enough time giving good solid information to educate and nurture your list before you make a huge sales pitch? Are you sending emails often enough? Too much? The only way to know is to look at the analytics and study the stats.