How Fixing Client Analytics Can Help Agencies Sell More

A completely accurate customer analytic account is little and far between.

This forces you, a courageous veteran of the agency, to roll up your sleeves and try to make sense of the chaos you watch for each unique scenario.

You did not expect it. You have not charged for this. And now, if you do not fix it, you will have to face a difficult battle to try to prove the result you have given.

Whether we like it or not, tackling this problem head-on and correcting customer analysis can help you sell more and sell a more profitable job.

Here's why.

The problem with digital price services

Most customers have no idea what we are doing.

They pay us – very well in some cases – even though they do not really understand how we are going to deliver the goods to them.

Of course, they might a little scold the buzzwords. They understand jargon and high-level perspective. But it's mostly a superficial understanding.

When you go down to the weeds, and you start to describe how to get exactly from A -> B, you start to lose them a little, because the eyes are fixed on you.

It's not a sudden that's just the reality.

In the same way, you probably do not care less about what's wrong with your car engine and how a mechanic will fix it. You just want to know if you will be able to arrive at the cocktail hour this afternoon.

More often than not, customers pay us according to trust. Or an act of faith. Or our smiles and our fashionable clothes.

And when they do not fully understand the full context of their problem, or the work involved in each individual laborious step that you have to do to fix it, they gravitate towards the one thing that is easy to separate you from all others say that they do exactly what you do: price.

Cite competitive bids and downward pressure on prices.

So, what are you doing next time?

You put together a lean cost plus estimate that rarely includes Profit (and you have undoubtedly underestimated Project Management), check the market and rush it to the door.

In contrast, the best and most profitable agencies use value-based pricing . Instead of starting with what their internal costs might be, they start by predicting:

New revenues that a customer can generate, or
The cost savings that a customer could see by working with him.

For example, you can look at their historical averages of traffic and leads. If you can increase this conversion rate by 10%, 15% or even 30% over the course of a few months, what does it look like in the new revenues based on the average value of their customers?

 sensitivity-analysis-lead-rate-of-conversion "class =" full-size alignnone wp-image-32248 "/> </a> </p>
<p> Boom. If simple conversion adjustments and changes can result in incomes of $ 40,000 to $ 160,000 or more, there is MORE enough room to pay 20-30%. </p>
<p> This covers your software, your payroll, your meetings, and others still. You can really change a business about it. </p>
<p> Even better, if you can show how increases in results – minus the costs of your agency – also give net gains. </p>
<p> <a href=  organic-research-growth-income-growth spreadsheet "class =" full-size alignnone wp-image-32249 "/> </a> </p>
<p> But there is a problem. </p>
<p> You can not even start predicting potential revenue for customers like these when they're missing a crucial piece of the puzzle. </p>
<h2> Why the resolution of your client's analysis should be a priority # 1 </h2>
<p> Value-based pricing is about showing a customer the end result and results of your work in clear business objectives that they can understand (like winning leads or saved costs). </p>
<p> But … </p>
<p> They do not have a complete view of their marketing and sales funnel – which, as 97.75% of companies are guilty, – you have a problem. </p>
<p> To make matters worse, these problems can be hard to spot in advance, before you dive into their account (which means you probably have not planned in your timeline and you do not have it). Did not charge as a line item). </p>
<p> Maybe the pixel tracking conversion is on the wrong page (or worse, on the entire site). Or maybe they use legacy client relationship management software that does not let you know what happens after someone has become a prospect (for example, from where comes a revenue ?!). </p>
<p> Anyway, even before touching a single line of code, repairing a broken link, or assembling a wire, you must get a precise point of reference on the current location of A company. </p>
<p> Here are three reasons why. </p>
<h3> Reason # 1. Determine where the results come from </h3>
<p> A quick view of the performance <a href= of the acquisition channel of a company in Google Analytics can give you an overview of where they are and their state d & # 39; advance.

Of course, visits or sessions are moderately helpful, letting you know which campaigns are running (or not).

But the real value lies in the analysis of channels that determine prospects and customers (and the value of each).

You are now starting to pass raw data to a preview. You can draw lines between where the budget is spent and the results.

This helps you understand what is already working for customers so you can use more and find what has already been tried and did not work (so you do not make the same mistakes).

More importantly, it is that this will provide you with a basis of comparison in relation to the provision of your services.

 taxation-report-tracking-advertising-kissmetrics "class =" full-size alignnone wp-image-27259 "/> </a> </p>
<h3> Reason No. 2. Isolate the campaign / awarding the promotion </h3>
<p> Do you hear that? </p>
<p> The crunching tires. The smell of burning rubber. A big accident. </p>
<p> This catastrophic sinking of epic proportions that you are about to observe is the analysis of your new client. </p>
<p> Their complex multi-faceted business has wreaked havoc, with independent systems for each department that do not work well together (and would require an analyst in quantum decision analysis) </p>
<p> Rather than relying on existing systems or using them, setting up a third-party analytics solution to isolate the performance of your campaign and promotion could be a easy way to get around the nightmare. </p>
<p> <a href=  fall-promotion-landing-page-new-funnel-report "class =" full-size alignnone wp-image-32250 "/> </a> </p>
<p> This funnel report not only tells you which promotional efforts are generating better awareness, but also gives you an overview of the funnel performance for each channel, which helps you to identify trends and gaps between visitors) add items to your cart or make a purchase. </p>
<p> You can dive even deeper into the individual customer profile, looking at the specific steps that they took before buying. This can help you identify the pages that make conversions easier, as well as identify bottlenecks or gaps that others continue to touch and bounce back. </p>
<p><a href=  person-details-kissmetrics "class =" full-size alignnone wp-image-32251 "/> </a></p>
<h3> Reason # 3. Make Better Marketing Decisions </h3>
<p> Leading indicators are useful. For one point. </p>
<p> They give you a snapshot or snapshot of what might happen all along the line. </p>
<p> For example, SEO is a delayed indicator. Of course, you can measure new pages built and new links generated, but it will still take time for Google to reindex, new rankings to fluctuate, traffic to start dribbling, new prospects converted from this traffic . sales opportunities to start tracking. </p>
<p> This means that you have a waiting game, and in the meantime you make a bunch of changes and assumptions based on incomplete information. </p>
<p> Things become particularly difficult when some of these indicators can mislead you, as when this high conversion rate <a href= could turn against .

Here's how it works: You run A / B tests with more leads. The numbers go up and you pat on the back. Only problem? Sales, that is, the number that really matters, are decreasing.

Fortunately, the test report Kissmetrics A / B can help you run split tests that will only declare a winner when an event is encountered further in the future. funnel, which saves you from being too excited. in clicks (which are not super useful) and waiting for the big reward instead (conversions).

 kissmetrics-ab-test-report-on-hire "class =" full-size alignnone wp-image-28738 "/> </a> </p>
<h2> How to Sell Extra Work with Analytics Insight </h2>
<p> The design is subjective. This should not be, but it is. </p>
<p> My favorite thing to witness is a fiftysomething executive who literally has zero knowledge of art and design, or the owner of an old-school insurance broker, doing design criticism specific and changes (like, "I think the shaded border should be gold instead of gray"). </p>
<p> What, if I were a designer, surely would cause me to become a statistic that you hear about nocturnal news. </p>
<p> So, how can design, something so subjective that each client thinks they can do better than your creative director, give quantifiable results that will make you pay more? </p>
<p> Search for leverage points. </p>
<p> For example, why does anyone need this new landing page? </p>
<p> "I need a landing page design for an AdWords campaign," says the customer. </p>
<p> Ok cool – so in reality, they do not want to or do not need a single landing page, but they will want (and need) more than one. Here's why (and how to sell it). </p>
<p> The design of the landing page dictates the level of quality, which was proven <a href= several times times to influence your cost per click (and therefore, cost per conversion ).

 cost-per-conversion-quality-score-graph "class =" alignnone full-size wp-image-32252 "/> </a> </p>
<p> <a href= Source image

"If your quality score increases by 1 point, your cost per conversion decreases by 13%," according to Jacob of Disruptive Advertising .

Great. So, in order to increase this quality score as much as possible, you will need specific and relevant landing pages for each campaign you use. This means that you will need multiple versions of the same page to be able to align message correspondence to reduce your cost per conversion and increase the total number of conversions you get.

Now, this will require additional work.

You, dear customer, also want to make sure that the copy and the content change for each page and that you configure at least some basic analysis to make sure that we can follow it all and iterate on the fly. This will require these additional new line items within our reach.

We recently completed this specific process on a new website design and performed a quick 30-day scan with the new AdWords landing pages.

The results?

We compared the results at the same period, the previous year, to exclude seasonality. Thus, in 2015, their converted cost-per-click was $ 482.41 and their conversion rate was only 4.08%.

 cost-per-conversion-click-1 "class =" full-size alignnone wp-image-32253 "/> </a> </p>
<p> During the new 30-day window in 2016, their converted cost-per-click dropped to $ 147.65 and their conversion rate jumped to 12.76%. </p>
<p> <a href=  cost-per-conversion-click-2 "class =" full-size alignnone wp-image-32254 "/> </a> </p>
<p> Total score? </p>
<p>Cost / Conversion Click: 69.39% cost reduction<br />
Conversion rate: 212.74% elevator conversion rate</p>
<p> Now, multiply these efficiency indicators against the results (like the total number of leads or the amount spent on those leads), and you can quickly highlight your financial worth. </p>
<p> Do you think there was enough room in this budget for some additional landing pages? And now more work? </p>
<p> Our only job as a consultant is to <strong> improve the position of the client </strong>. (I think it came from <a href= Alan Weiss .)

You are the expert, not them. And as such, you have to fight for the scope (and therefore the resources and the budget required) that it will take in order to deliver the results that a prospect or a customer researches (that's all). they understand what it will take or not).

Because my hair looks more like Jason Statham's, and jawline never looked like Brad Pitt, the only way to figure out how to do that is to make cold, hard analytical data.


Customers do not usually understand the scope of what you are asked to do.

It's OK. It's manageable.

But only if you can translate your value into something that they understand – like marketing performance indicators or business goals like revenues and costs.

The problem is that it becomes impossible without a solid foundation for analysis.

There is no way to compare past performance, isolate your individual campaigns, or identify bottlenecks of customers along the way.

The resolution or addressing of a customer's analysis issues should then become priorities # 1.

Because it will not only help you justify the work you are doing for them now, but also sell them the results in the future and new ones like them.

About the Author: Brad Smith is the founder of Codeless a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

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