Track KPIs for each phase of the customer journey to identify strengths and weaknesses

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 26, 2019, 11:02 AM UTC

Companies can use these insights to smoothen customer journeys.

This article states that brands must measure key performance indicators (KPIs) for each phase of the customer journey to identify their strong and weak points. In the initial “know, like, and trust” phase, marketers must use metrics on organic and paid search campaigns to measure how many people found their business online.

While transitioning into the “like” phase, they must evaluate metrics around their website and social media engagement. Next is the “try and buy” phase, where brands must track their site visits against conversions by source, along with identifying channels that drive more website traffic.

“Repeat and refer” is the final phase where they can use KPIs like retention rate and customer reviews. They can also use the Net Promoter Score to find supporters and detractors.

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