SMBs working to accelerate digital growth encounter a variety of challenges across internal operations, marketing platforms, site properties, and competitors. Part of the path to growth is identifying and prioritizing those challenges, which can be tough without looking at the right reports and metrics.
In this post, we’ll dig into four areas that often uncover growth blockers and explain how to assess the opportunities that overcoming them would present.
1. Site issues
Growth, in the advertising budget and in awareness, brings more demand on your site. This means more users, more tracking and tagging, and other factors that can affect site speed, which is a huge factor in user experience. One of the best tools out there to test site speed is Google’s PageSpeed Insight tool, which provides great data and insights on your site speed and user experience on mobile and desktop. In general, Google recommends site speeds between two-to-five seconds, and this is considering the faster end of that range in mind. Anything beyond that, and you’re losing money from users bouncing.
Beyond site speed, the way users digest and navigate your site may not be optimal. Although there’s a lot you can glean from click paths in Google Analytics, heat maps are a relatively tried-and-true way to understand:
- How users are interacting with your site
- Where they’re getting stuck
- Where you should relocate your most valuable CTAs and messaging
We’ve seen numerous clients improve CVR by over 20% with rapid testing cycles on top pages.
2. Internal obstacles
You can promise your users the world in your ad campaigns, but without aligning expectations with current internal challenges, that will only build a base of frustrated customers.
B2B companies may have slower-than-expected turnaround times to contact leads that your ads generate, ecommerce companies may experience inventory issues with best-selling products. If your ads are promising same-day calls that get placed weeks later or if you’re offering fast shipping of out-of-stock products, you’ve used ad spend to create a tide of negative sentiment.
Make sure you’re syncing with internal teams to understand challenges that may require you to adjust messaging, or even slow down/pause ad spend while the issues are being sorted out. Especially considering we’re in the midst of the coronavirus outbreak, this is more important than ever for sites selling physical products whose supply chain has been affected.
3. Creative chaos
Images, headlines, descriptions, landing pages, ratios, messaging themes – each element can be a factor in attracting and optimizing user engagement, which makes prioritization of testing complicated. The creation of a testing calendar that aligns with your media plan is incredibly important. If you’re new to testing, start slowly and test one variable at a time to keep results clear. If you’ve got some testing experience under your belt and have the requisite budget and expertise, consider adopting a multivariate testing tool to help you execute a rapid testing schedule that will provide both insights and greater performance.
4. Competitive pressures
The challenge that lurks for companies in every growth stage and vertical is competition. More than simply driving up CPCs on Google, Facebook, and LinkedIn, competition requires marketers to consider things like:
- Cheaper brand clicks vs net-new non-brand users
- Acquisition vs less-costly remarketing campaigns
It also requires frequent analysis of how the competitive landscape is changing – new entries, new messaging, new price points and offers. SMBs especially need to clearly articulate their advantages over better-known competitors to give themselves a chance to carve out market share in the face of rising costs.
Of the types of challenges outlined above, only competitive pressures are somewhat beyond your company’s control. Make sure to plan out your cadence of site analysis, internal check-ins, and creative testing roadmaps to keep your own house in order and position yourself to meet competitive challenges that arise.
Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.
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