How to Analyze Your Sales Funnel with Social Media Metrics
After you've narrowed down the online data you want to track with social media metrics, you can begin to analyze where your visitors leave your sales funnel. An example of a sales funnel for an ecommerce site is category page view to product page view to shopping cart view to purchase.
If you notice in your metrics that you have a lot of folks abandon their shopping cart, you know that you can adjust something about the shopping cart program to possibly keep them on site. If you notice people jump out of the funnel in the product page view, you can use metrics to fine-tune those pages to have better calls-to-action to get people to the shopping cart section of your funnel.
What if you have a lot of folks make it into the purchase portion of the funnel, but they're only one-time customers purchasing small-ticket items? In that case, you'd use your metrics data to help redesign your website UI to act more like a supermarket: designed to make things easy to find, but also to lead people to buy more than they came to the store for.
Better metrics tracking also allows you to use your social media engagement to find out why something isn't working. If you've developed a relationship with your customers, you can dig deeper into why they aren't doing as much with your site as you'd hoped. Your customers can give you valuable feedback on form length, UI, shopping experience, branding, and more, from their point of view.
When you're thinking of tracking data and conversion at the same time, your website, web content, and social media marketing becomes a powerful tool. Thinking of both allows you to cut through the noise of the other folks generating content out there. Use your metrics data to drive better customers your way through better web and social media efforts.