The ability to measure MarTech ROI and uplift has become a key factor as marketers look for more ways to increase efficiency and profitability. The new metrics we introduce on our dashboard are aimed to shed light on 2 main elements in Trendemon’s uplift - content engagement and conversions.
Here are the definitions of each metric:
- Total journeys: unique website visitors in the selected period.
- Coverage: % of visitors who were exposed to Trendemon personalized units (based on impressions).
- Engagement uplift: This metric measures how Trendemon units impact content engagement. We measure the average pages read by visitors who clicked on units and compare them to the average pages read by visitors who didn’t click.
For example:
- The average number of pages read by visitors who clicked on units is 10
- The average number of pages read by visitors who didn’t click on units is 2
- These numbers will result in an engagement uplift of 5X (10/2)
For example:
- The conversion rate of visitors who clicked on units is 5%
- The conversion rate of visitors who didn’t click on units is 1%
- These numbers will result in a conversion rate uplift of 5X (5%/1%)
Journeys Accelerated: unique visitors who clicked on Trendemon personalized units.
Goals reached accelerated: unique visitors who clicked on Trendemon personalized units and converted to a business goal after the click.
Guidelines on how to maximize your uplift metrics:
- Coverage: Maximizing your coverage metric is the most important element in increasing Trendemon’s uplift. High values of coverage basically mean that more visitors are exposed to Trendemon personalized units, providing us with more opportunities to improve and optimize journeys. This will ultimately result in more accelerated journeys and goals, which will then lead to higher engagement and conversion rate uplift.
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- Recommended values: How do you know your coverage values are on the right track? We recommend our customers to aim for at least 30% coverage for all visitors, and at least 70% coverage for each target audience.
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- How to increase coverage values:
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- Target more relevant visitors: Each visitor that lands on your website, and has some indication of being a potential buyer, should be served with personalized units. Here are some targeting options you can use to help you segment your traffic into relevant audiences: target lists, industry, company size, geo location, traffic source, paid traffic and more. Creating target audiences is just the first step, now you need to make sure each segment is served with relevant personalized units.
- Expose units in more website areas: One important factor when configuring personalized units is their setting - deciding in which website areas these units will be displayed. Once your target audiences land on the website, they can practically view ANY page you published… and this is the reason we recommend displaying personalized units in all website areas, and not restricting them to specific sections like the Blog.
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- How to increase coverage values:
- Engagement uplift: Engagement uplift is all about serving the right content to the right visitor at the right time. In order to optimize this objective, we recommend using Trendemon’s Autonomous Journey Orchestrations to automatically display top-performing content at each stage of the buying journey.
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- Benchmark values: Engagement uplift value should be at least 2X.
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- How to maximize engagement uplift:
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- Content attribution: The first step to increasing content engagement is identifying your top-performing pages. You can use the Explore Assets screen to review content attribution, and then convert top content pages into personalized units.
- Most read content per audience: Use Trendemon’s Audience Insights to explore top read pages for each target audience. You can then convert these pages into offers and engage your target audience with relevant content. To Explore Audience Insights go to the main dashboard screen → Audiences and Goals section → select an Audience → scroll down to Audience Insights → most read content.
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- Conversion rate uplift: Our approach to optimizing website conversions is to nurture rather than gate - first you need to engage your target audience with the right content to educate them about your product and offering, and only then conversions will occur. Use Trendemon’s Autonomous Journey Orchestrations to automatically serve top-performing content and gated offers at each stage of the buying journey.
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- Benchmark values: Engagement uplift value should be at least 1.5X. Please note that this value varies between different customers, as each company has its own definition and business needs to configure and track goals.
- How to maximize conversion rate uplift:
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- Gated offers: Add more gated offers and forms to your existing orchestrations, enabling our algorithm to automatically display these offers at the optimal stage of the journey and boost your conversion rates.
- Micro-targeting: Visitors who engage with relevant content that addresses their unique business needs, are more likely to convert. You can boost conversions by creating more orchestrations, each designed for a very specific and well-defined segment of target visitors. Using micro-targeting with the right and relevant content will help increase your conversion rate uplift.
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Click here to read more about the uplift you should expect from personalized experiences.