Ready to show that ROI? Let’s go!
Step 1) Document all the changes (including intention) you make to your client’s business
This is important and can seem like a waste of time initially, but in the long run makes a huge difference. The act of documenting (in a Google Doc, or paper notebook, whatever meets your fancy) creates a new awareness around everything you tried with your client.
Documenting even routine changes provides an added bonus because when you do so with ROI in mind, it forces you to really make sure you’re making a smart tweak that will impact the client’s bottom line positively.
Running Facebook campaigns? Document each campaign and the intention behind everything in a Google Doc. Keep it simple but be focused in noting everything you tried.
Changing the contact form on your client’s site? Write out the specific of changes you made and why. Record other contact forms the client mentioned. Maybe in the future you will make another change and you want to make sure they are inline with what they client originally is looking for.
Also, in the future when things work (or don’t) having the documented intention behind what you did will make it easier to analyze why it worked (which we will get to).
Step 2) Always keep an experimentation Mindset
I'm going to let you in on a little secret: there isn't ONE magic formula to be successful online. There are actually many different paths to success and the way to get there is to open yourself (and your client) up to an experimentation mindset.
Being able to shift strategies based on what you've learned from previous launches, campaigns, and ideas is the key to creating forward momentum in your work.
Once you find something that works, you can stick to it, until it stops working and then the experimentation starts again.
Stay open to being adaptable when it comes to solving problems and finding better ways of doing things, and inspire the client to do the same! First work on your mindset and then pass it on the client. Lead by example!
Step 3) Make sure to have Google Analytics fully set up
If your website was a piece of land you owned, Google Analytics would be the map that tells you the topography of your land. Are there large hills or a deep valley? Is it dry and desert like or a lush rainforest? Understanding what type of traffic you are working with today is the baseline to knowing where you should be focusing your attention to.
In Google Analytics you need to make sure you have a couple things. First, you need to have a certain chunk, which means at least 100 - 200 visits per month (in Google Analytics this is under sessions). If you have less than this, it really won't be enough data that is worth your analyzing time.
Second, you need to set up Goals in Google Analytics to track how many people are doing the things you want them to do when they come to your client's website. Whether that is signing up for a newsletter, filling out the contact form, or getting to the end of a blog post, you need to know if those visits are doing these things or just opening and closing the site.
And thirdly, you should tie to together the actions and intention of each campaign (remember step 1?) with what is getting people to convert.