Whether you’re trying to drive more traffic to your business, design a higher impact website, increase conversions of visitors to clients, subscribers, or even raving fans, there is one quintessential ingredient…measurement! ~ aka. business measurement metrics
But why? Why is it that measurement is so critical in everything we do. Marketing, content creation, copy, design, navigation, social media…why is measurement the game changer that takes mediocre success or even failure to astronomical heights of success. Success financially, success in time and effort (equally important)! It’s simple really, utterly simple…we fail more than we succeed! Now before you get upset and think I just called you a failure, you need to understand the secret to any success is failure.
Think about it for a minute. Take any sport in the world, and identify the very best of the best. What’s consistent in every single one of them…they fail more then they succeed. However they don’t just fail blindly, they take note, they adjust and re-attack. Golf, Baseball, Football, Soccer, Basketball, Curling…you name it they all fail more than they succeed. The greater the success the more failures!
So lets compare this to business, since we already have the magic formula illustrated by many of our heroes and mentors.
Step 1 – Action – yup check, your business has no issue taking action and implementing a new strategy, and new tool, and channel. This is not an issue for most businesses.
Step 2 – Goals – ok this is where we get a little loosey goosey…some business set pre-determined targets (goals), some might better be referred to as pre-determined wishes, and most try not to set an expectation in fear they’ll miss the target.
Step 3 – Measurement – this is where we loose most businesses. Even if you’ve set the goals (great if you have), the key is to measure each component in obtaining that goal. Traffic > Content > to conversion. Each component overlaid on the prior component to systematically determine strength and weakness.
Step 4 – Refine – this is the rinse and repeat. Take heart of the measurement regardless of the result of the goal, and refine. Improve on the weaknesses and don’t touch the stregnths (this is no time to mope around, you got work to do). With the refinements in hand, go back to Step 1 and begin again!
This creates world champions of individuals and world champions of businesses. We should not fear this failure, but rather relish it and get to it as soon as humanly possible. As long as measurement is a key part of the strategy, then its simply a matter of time before you hit your own grand slam!
Tell the doctor ~ what’s your best measurement story in your business…or are you measuring?
P.S. Don’t do a thing online, unless you’re measuring it!