How to measure the effect of offline marketing correctly under the O2O form

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the continuous development of O2O, more and more electrical dealers began to develop O2O, in the past two years can also see the form of O2O is being valued. Although there are a lot of people in the development of this piece, but for them there are many details are not done well, such as online effect measurement and offline effect measurement and so on. Some people can only do the online effect measurement, for the offline effect is not measured. Of course, there is a reason for this group of people who have not done the offline effect measurement, according to the survey found that many of the operators to do the electric business platform is not to do, but also because the effect of the line is still not accurate to measure, although can not get accurate measurement data, but for O2O always feel missing something. So, want to perfect O2O, suggest doing well the effect measure under the line.

Why do you want to measure the offline effect?

In fact, there are a lot of electrical business site is completely based on the website and network marketing, some marketing costs, sales and profits can be correctly tracked, even if the offline call ordering can also be counted in the results of network marketing, the reason is because the enterprise all marketing activities are based on the site, You can be sure that the order from the instant call is also available from the website, which can be your own website or a third party website.

However, now some of the electric business platform are doing O2O, offline entity store is not to be avoided, in the physical store has sales department, while the sales department can do online and offline marketing. Although the orders obtained directly from the website are easy to calculate, but there are many users through the site to understand and trust the site, and then through the offline channel to complete the order, obviously this part should be counted in the effectiveness of the network marketing, the problem is that this part of the transformation and sales are not necessarily able to be properly tracked and classified into the network marketing effect range.

We can assume that the user is browsing the product on the website, determining which brand and which model of product to buy. However, some users did not purchase on your website, but went to the site offline entity shop to buy products, at this time salespeople are not likely to ask these consumers are not from the site to see information to the physical store, and consumers will not be the initiative to tell the entity shop salesman. Of course, some people like to talk to salespeople about it.

In addition, some users have technical problems would like to call to inquire or return, but the vast majority of users will be on the official website to browse the FAQ or technical data to solve the problem, such a lot of benefits, such as can save some technical support services for the electrical agents or other costs, This is also because of the Web site and network Marketing to save the cost. But the problem arises, the electrical business personnel can not track and can not know, because no one knows what users do next to the computer.

There are many times when users have made the decision to buy on the website, but there is absolutely no way to connect with Internet marketing in the process of completing the purchase online. Electrical business personnel to know how much of this sales will be a proportion, there is no possible because of the site, online sales accounted for a large proportion? If your site is limited to online sales tracking, it is not known to generate offline sales, thus underestimating the effectiveness of network marketing.

Therefore, in order to more accurate marketing data, do O2O when necessary not only to do a good job on the line of the effect of measurement, but also to do a good job offline effect measurement.

How to measure the effect under the line?

We A5 webmaster Network in for the electric business site and other corporate website to do SEO diagnosis, found that many operators do not do a good job offline effect measurement, so we also advised them to do this piece, and later through our recommendations also received very good results. It may be that most of the operators are not very good at offline measurements, or because they don't know where to begin. If you have done this piece of operators should be more clear, there is no way to accurately measure the results of online sales, and the Web site access information and even registered user account information can not be linked with offline users. However, there are several possible ways to help the electrical operators to track the site caused by the offline conversion and sales, these methods are not accurate measurement methods, nor is it applicable to all O2O platform, but after reading this article can expand the idea:

1, the Entity store address information page

If you are online to display products together, users browse products on the site and make purchase decisions, may be directly generated online orders, but also very likely to search the site for the physical store address, and then personally to the physical store to complete the purchase, So the number of page visits to the entity store address can be used to some extent as a basis for the offline measurement effect.

Some of the larger chain of electric business platform in major cities have outlets, this method is more accurate, the site can not have to place the entity stores throughout the country on a page, but through the following menu or other simple program to allow users to select the geographical location, and then display the corresponding physical store address and traffic map. This allows the user to select their own geographical location to see the corresponding physical store address page, and this selection process will be recorded in the site statistics.

2, private telephone number

The customer service number listed on the website is required, for some electric business platform, reminding or prompting the user to pick up the phone to ask for details, this is also one of the goals of the electrical business website, if you have a traditional advertising and marketing departments, there are network marketing activities, then the phone number left on the site should be dedicated, only for the website phone number. Note that this dedicated phone number does not appear elsewhere, such as business cards, phone numbers, or Yellow pages. The advantage of doing this is that as long as the phone is answered in this dedicated phone number, it is definitely the user and the sales brought from the network marketing belt.

A lot of electric dealer website almost did not notice this problem, be willing to lie in they did not understand the importance that the network marketing effect detects. You know, the phone numbers listed on the website are shared with other departments and you can't know which ones are from the Web or where they came from. In addition, every time after receiving a phone call to ask the user how to know the phone, may be some users because of the not or unwilling to explain in or remember unclear. However, if it is a dedicated number on the site, these problems can be solved.

3, website special shopping voucher

Have to say that the web site dedicated shopping coupons for the most effective online, some users on the site after browsing products decided to leave their homes not far from the physical store to buy. This is because the user found on the website coupons and coupons, and then the user printed out to the physical store to use. But the electrical business personnel should put the coupon in the website conspicuous position, lets the user log on the website to be possible to see the coupon clearly. One thing to do here is that coupons must be displayed for Web sites and not available elsewhere. In this way, we can estimate the amount of consumption and consumption by the website by the number of special coupons used in the store. In addition, it is recommended not to let users see this is a website dedicated shopping vouchers.

4, membership card and other contact user information

If the online to provide users with some form of membership card, such as VIP cards, points cards, etc., you can also encourage users to use this type of membership card on the website and to get more promotional information or accumulate a certain number of points. The author is a deep experience, the author of such as Home Inns, the member, every business trip will use membership card information to log in as the official hotel, and then check some of the latest information. In fact, this approach can be the cardholder in the online browsing records and offline shopping activities, so as to calculate the online browsing activities and real offline purchase of the relationship between. However, it should be noted that the difficulty is larger, the technology will be higher, so only for reference.

Perhaps some of the above methods are not very accurate, but they can bring some ideas to the electrical business people. In addition, want to do 020, no matter what industry, as long as the line and line under the combination of the need to do their measuring effect, it is possible to line the relative is very important. Therefore, O2O can refer to the author of some of the offline measurement methods.

Original record: A5 marketing Author: Huang, A5 webmaster Network SEO Engineers, well-known internet marketing experts can focus on micro-letter 3870284

A5 Marketing Website SEO diagnostics (www.admin5.cn/seo/zhenduan/) service, provide the most professional SEO advice, help you create a (Baidu search and users like the site), to ensure that 100% increase the weight of the site, invalid full refund. Customer service qq:800017899.