Impact Measurement
Impact measurement refers to the continuous measurement and evaluation of the effectiveness of content with regard to defined goals. Instead of discussing the details of individual texts, the focus is on whether the texts actually generate more sales.
The key points of impact measurement are:
The key points of impact measurement are:
- Scalability: Product communication should be scalable and deliver measurable business results.
- Continuous improvement: Text content is measured against business results and optimised to increase sales.
- Real-time analyses: Tools are used that provide real-time data on the performance of the content. This makes it possible to recognise which content is working well.
- KPIs and metrics: Specific KPIs are defined and regularly monitored. These include metrics such as page views, dwell time, bounce rate, conversion rates and content engagement rates. This data helps to evaluate the success of the content.
- A/B testing: A/B tests are carried out regularly to test different variations of the content and identify the most effective content formats.
- Target adjustment: Targets are regularly reviewed and adjusted based on insights from market changes and user behaviour.
New test procedures, such as A/B testing in bulk, are required to develop the success of product communication in a targeted manner. The focus of product communication must shift from individual texts to a strategically orientated, holistically functioning system for the entire website with a high volume of text. This requires the role of a copy manager who takes a scalable view of the entire content process.