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Measuring Digital Effectiveness without E-Commerce? It’s Possible!

Measuring Digital Effectiveness without E-Commerce? It’s Possible!

Analyzing the effectiveness of your digital presence is made easy when sales are made solely through your website. However, if e-commerce isn’t a part of your strategy, it becomes more difficult to measure the impact social media, e-mail marketing, and your website are having on sales. Still, all hope is not lost. If e-commerce doesn’t make sense for your business, either for budgetary or logistical reasons, there are strategies you can employ for capture. Here are just a few:

  • Forms:

    Forms are the number one tool we recommend for both securing capture of potential customers’ contact information for future promotions and for tracking the effectiveness of your online marketing. Though contact forms are the obvious source of conversions here, there are a number of other ways you can use forms on your site. For instance, you can offer downloadable content to entice users to fill out the form. You can also provide a short form with each product post that allows users to quickly contact you to ask about the price and availability of that product without ever leaving the page. Just remember to set designated thank you pages for each form in order to track conversions via Google Analytics Goals.

  • Designated Phone Lines:

    If you’re getting phone calls from your website & social, it’s doing its job. But how do you know if that’s how people are getting your number? You set designated lines for each platform, or at the very least, one for social media and one for your website. You also need to lean on your team a bit to keep record of what these calls are in regards to – are these people making appointments or reservations? You need to know in order to determine how well each platform is driving sales.

  • Online-Only Offers:

    Another option is to offer a promotion that you ONLY post online – there should be no in-store signage, radio, TV, or print ads around these deals. Encourage customers to come in and mention the offer, either showing a page on your site where they saw the offer on their smartphones or whispering a secret phrase – think in-person coupon codes.

Remember, even with these tactics, there will still be some burden put on you and your staff in terms of asking customers how they heard of you and making note of each time someone calls in or visits you due to one of your online campaigns. Even so, with a little effort, these tools will help you identify what’s working and eliminate what’s not in order to fully leverage your digital presence!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office