3 Common Measures Used to Evaluate Effectiveness 

Tracking key performance indicators (KPI’s) is a very important stage when looking at how effective a marketing method has been, knowing what to look for and what it means is vital to success (Carolyn Edgecomb, 2022).  

To start with, landing page conversion rates is a good place to look, having a lot of visitors on your website isn’t incredibly useful if you aren’t pulling much in conversion rates (Carolyn Edgecomb, 2022). If the conversion rate is low then it would be worthwhile to try and make your page more appealing through various methods like being more concise in text, being more persuasive and adding social proof that the product is worthwhile (Carolyn Edgecomb, 2022). 

Digital marketing return on investment (ROI) is also worth a look during evaluation; This should be done regularly as it is something that can cost money if not effective (Carolyn Edgecomb, 2022). Knowing what marketing forms are proving to be most effective would make for smarter investing rather than spending on an ineffective form of marketing which isn’t yielding the desired results (Carolyn Edgecomb, 2022). 

Having a high lead-to-customer rate is also something that should be an aim, you will want to be sure that you are able to reel in a lead once you already have them hooked (Carolyn Edgecomb, 2022). This is more getting the deal across the line rather than trying to first get a potential buyer interested (Carolyn Edgecomb, 2022). If this rate is low, it would suggest an ineffective end-stage and should be looked at as to improve the sales (Carolyn Edgecomb, 2022). Make the user feel like they need the product and appeal to them as best you can (Carolyn Edgecomb, 2022). 

Bibliography: 

Carolyn Edgecomb (2022). 10 Marketing KPIs You Should Be Tracking. [Online]. Available at: https://www.impactplus.com/blog/the-10-marketing-kpis-you-should-be-tracking [Accessed April 26, 2023].