For those of you who know our company, you know that we live and die by metrics.
We focus on analytics extensively.
All our campaigns are tracked in some way.
But what about when we’re first starting? What about when we’re testing?
What metric do we use to measure performance when none of the other metrics are moving?
It’s not as sexy as things like bounce rate, conversion rate, or time on page.
But we look at things like:
- How many pieces of ad copy did we launch?
- How many things are we testing?
- How many new pieces of content got produced?
- Are we keeping up with our production schedule?
Because here’s what I’ve found: Eventually, those things (done intelligently) almost always lead to conversions.
At some point, the obstacle will break. And we’ll get traction.
We’ll find the right message and the right audience.
Often that doesn’t happen as fast as we’d like.
But it almost always does happen.
I can’t control what people buy.
But I can control what myself and my team create.
And that’s powerful.
So it’s time to put in the effort.