Measurement and Its Importance

For our chapter this week, we read about the importance of measurement. Measuring the analytics and stats of your sites is important, whether you think so or not. In fact, I read an article just today that talked about how 57% of marketers found that measuring their engagement was a key part of their success. But one thing the article made abundantly clear was to take the information you discover in that data and work through in on how to conquer your conversion rate. Your conversion rate is how many people come to your site as visitors and then come later as buyers.


There has to be a fundamental piece in place to show people how to become buyers once they have visited, otherwise you are just a destination, not a moving tool to get people purchasing. Keeping an eye on your marketing initiatives is also a key aspect. You could have the best campaign in the world, but does it mean that you're going to make money from it? Of course not, especially if not one customer buys into it. I've seen this happen with my own school, when we've had our pancake breakfast. We've got a great ministry going every year and people know the breakfast is coming, but we tend to fail to bring in the amount of money we need. Why? Because we don't advertise or push our event outside of the school. Over time, we have seen that the way things have worked before do not tend to work anymore. How do we change that? By adapting to what the market has done around us. How important is measurement to you? Do you find yourself checking the stats of your sites regularly, just to see them, or are you using them to figure out to drive them up?