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Stop Trusting Your Gut: How to Get Client Buy-In Using Data-Driven Metrics

Author: Tom Cottrill | Date Posted: Apr 22, 2021

We get it. You’ve been in the business for years, and you know your client’s industry inside and out. But let’s be honest. Things change, especially in 2021, and you can’t rely on the information you gathered from years prior.

The best way to serve your clients and be the advocate they hired you to be, is with data. Data-driven marketing consists of analyzing large amounts of data to make the best decisions about marketing tactics that will drive results. The goal is to get concrete evidence that supports how clients interact with your client’s website, products, and marketing.

How to Get Quality Data From Your Customers

So, how is relevant customer data aggregated? With the help of your friendly neighborhood web developers. Through the use of cookies, companies can collect data while someone browses the site. Web developers can implement various useful tools and software on a site to help build marketing data necessary to make future improvements.

Just a few examples include:

• Google Analytics – Yes, this one is obvious, but we have to include it. It’s the best and easiest way to measure user behavior on a website.
• Lucky Orange – Through the use of heatmaps, user recordings, and other visualizations, your client can learn what customers are doing on any given page on their website.
• Optimizely– This platform is designed to let you or your client A/B test elements on a page. The data can be used to create the best-performing version.
• Google Content Experiments– This is a free tool from Google that helps you test and choose between different versions of landing pages or your entire website.

We could go on all day listing examples, but the point is, with the help of a web developer you can start acquiring relevant data-driven metrics to make marketing decisions that will have the highest impact for your client and their bottom line.

Why Data-Driven Marketing is the Way of the Future

There is no denying that with the rise in online commerce, the competition is increasing as well. To compete, your client has to make decisions that remove their opinions and rely on cold hard facts.

When customers have a bad experience on a website, they are statistically more likely to leave the website and buy the identical product from someone else. Increased personalization, simplified navigation, and a mobile-friendly site will encourage a user to stay on the site throughout the checkout process.

Your goal as a marketer is to ensure your client is getting the most relevant data. Data should drive all decision-making. Irrelevant data will only lead to a waste of time, money, and resources. So if you don’t listen to anything else we say, at least please promise you’ll work with qualified web developers who can help you implement the most beneficial data collection tools for your client’s website and goals.

About Ignitro Studios

Since 2013, Ignitro Studios has been working to blend marketing and technology in support of agencies and other marketers. By understanding both sides of web development, we have a unique perspective and advantage within the industry. We provide design, development, project management, QA, and strategy, driving the bus so our clients don’t have to. We will work with our clients to get results while also empowering them to do their job better. Learn more about Ignitro Studios.