In this video interview Web analytics expert Chris Kerns explains various ways to track the effect of the web on a company's offline sales.
First, says Kerns, set up your website with your goals in mind of driving offline sales. Include full product information, as well as locations and hours of your stores. Then select a tracking method.
1. Coupon System has the custom print out a coupon online and bring it into the store. This allows you to track the source of customers.
2. Ask customers the effect of the web on their sales. For his auto dealerships, Zaaz uses post-sale surveys that can ask a number of questions about the usefulness of various aspects of a company website. In small to medium businesses you can train sales people to record offline customers on a tally sheet next to the cash register.
3. Listen in on social media conversations to see what customers are saying about your business or your site.
Measuring the effect of the web on offline sales, of course, helps you track the effectiveness of your site so you can improve.
Chris Kerns is Director of Analytics for Zaaz.com, a full-service interactive agency with headquarters in Seattle. They provide design, development, optimization, analytics, and strategy for online companies. This video interview was recorded in May 2010 at the eMetrics Marketing Optimization Summit in San Jose, CA.