The Importance of Establishing Goals
Running an online business requires you to continuously track the performance of your digital engagement strategy. Live Assist enables you to create campaigns, define their goals, and then report on the achievement of these goals.
The first step in building a campaign is to decide on one of the possible Live Assist goals that represents your business goal, for example, complete a service journey, generate leads, or sell a product or service. Choose from a variety of custom goals that can be used as criteria for success. Live Assist will track and display each of the goals reached as conversions on the data bar.
What Kind of Goals Can I Choose From?
To understand the different goal types, let’s look at three sample use cases.
1. MAX’S DIAMOND JEWELRY; A SALES GOAL
Max is the owner of an online chain of stores that sells diamond jewelry. His business goal before the holidays is to sell the high-margin pieces (those that sell for over $10,000) that don’t move well during the slack season.
In Live Assist, Max selects a Sales goal from the Goal Library. He sets the Sell Product / Service goal to transactions over $10,000. In this way, he can measure the success of this campaign. Every time a sale over $10,000 is made, Live Assist will display +1 in Conversions. Max will then know if the strategy of his campaign is effective. Max receives a message that the transaction information data has been tracked over the past 24 hours, so he is good to go.
Note: If Max had not yet configured tracking, he would have seen the message, “We haven't received transaction information data in the last 24 hours.” In that case, he would have clicked the Configure tracking button.
He could also configure the Transaction attribute under Engagement Attributes in the e-commerce category. Read more about this in the article How to Mine Your Visitors’ Transaction Information and in the article How to Embed Engagement Attribute Code.
In the Goal Indicator Settings, Max set his goal as More than $10,000, and clicked Save.
The goal now appears in the Goal Library and can be reused in this and future campaigns.
Max can now create engagements that he believes will target his high spenders. Once the campaign is activated, each time a visitor completes a transaction valued at over $10,000, his conversion will display +1 in the data bar. Max can see if his engagements have been successful, or if he needs to change his strategy, for example by targeting other users, or selecting different locations to display the engagements.
2. GREAT BANK; A SERVICE ACTIVITY GOAL
Julia is the webmaster at Great Bank and she is setting up a campaign that will measure the number of times visitors complete the online journey required to apply for a gold credit card. Each time a visitor successfully completes this journey, the conversion will display +1 in the data bar.
Julia chooses a goal type that reflects the visitor journey on the website; Service Activity Complete.
She names the goal, adds a short description and selects the particular topic that reflects the activity that she wants the visitor to complete; apply for a gold card. She then clicks Save. Now, every time that a visitor to the website completes the activity of applying for a gold card, the conversion will display +1 on the data bar.
3. LEARFLIGHTS; A GENERATE LEADS GOAL
Alex, the Marketing Director at Learflights, wants to generate leads by inviting potential customers to sign up for a monthly newsletter that will include attractive travel deals. To achieve this goal, he has developed an online strategy that targets new visitors to his site when they sign up for the newsletter. Alex chooses a goal type Generate Leads. Every time that a new visitor signs up, he/she is redirected to a “Thank you” page, causing the KPI for this goal (the conversion) to display +1. By tracking the success of the goal, Alex can see if his campaign is generating the leads he expects.
There are additional types of goals that you can customize and use to measure the success of your campaigns.
- The Increase page views goal counts the number of pages (that you determine) that the visitor browsed as a success.
- The Increase Interaction goal counts a session with interactive chat as a success.
- Other is a fallback option counts landing on the URL of your choice as a success.
Consider what your short-term business goals are, and translate them to Live Assist goals. Track the success of your campaigns and tweak your engagements to consistently improve your conversion rates by using appropriate goals.
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