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Digging Deep Into Your Site’s RFM Analysis and Putting It to Work

Driving traffic to your website is one of the primary goals of any digital marketing campaign, but have you ever stopped to consider how much you actually know about your users?Users come in all shapes and sizes which can make it difficult to define them clearly. But it’s not impossible. According to TechTarget, you need to consider RFM Analysis. RFM Analysis stands from Recency, Frequency, and Monetary, and it can help paint a very clear picture of what makes your users tick.Molding Your RFM AnalysisBased on the golden rule that 80% of your business comes from 20% of your customers, RFM analysis aims to discover that drives your users to take action online. To start you need three essential tools.

  1. Google Analytics.Google Analytics is the ultimate weapon in your arsenal to discover who is visiting your site and what they’re doing once they get there. GA has a very handy “Audience” tab that breaks down your users into very specific segments, including age, gender, location, and device.
  2. Filters.Even though Google Analytics is a great source for user information, it shouldn’t be blindly trusted. To get the best possible information, you need to use filters to ensure you have accurate and complete data populating your reports.
  3. Goals.Last, but certainly not least, you need to set up “goals” in Google Analytics. Simply put, goals are actions that you want users to perform when they navigate to your site and commonly result in things, like signing up for a newsletter or filling out a form to view a whitepaper.

With these three tools in place, you’ll be able to start looking at your audience demographics and have comfort knowing you’re making your digital marketing decisions based on correct data sets. Moving forward, you can start testing the type of content, prompts, and calls to action that work best with your target audience and make future adjustments to boost conversions.To get users coming back to your site time and time again, you need to put some serious time and effort into your website design. Here at PBJ Marketing, we know that User Experience is more than skin deep, and we know how to interpret the analytics to dive headfirst into your site’s performance while ironing out long-term goals.

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