is the art of driving more and better qualified traffic to your website from search engines.
This is step one as well as an overall effective approach. E-commerce based companies may think they should be solely tracking sales, but maybe there’s an opportunity to track email sign ups, engagement on certain pages, downloads, and shares.Consider implementing Google Tag Manager to get even more granular with actions on your website (hovering over pictures, video plays that pop up). Using your tool of choice, mine being the big GA, take a step back and think through the metrics and conversions that typically lead toward a purchase or engagement with the brand. Don’t be afraid to incorporate some heat mapping into your decision-making process for more information as to which actions are the most accurate indicator of conversion potential.
It is important to remember that purchasers aren’t your only brand advocates. Maybe your ability to attract retailers, bloggers, and other influencers are part of that strategy.