Online services are making things so easy for online marketers, but they’re also creating an enormous number of blind spots. These are the services that host our webinars, sell tickets to our events, let people buy our products, manage our appointments and almost everything else we do as online marketers.
Sometimes, these services behave as if they don’t want us to know the conversion rates of their services. They are unmeasurable, opaque to analytics.
I wrote an open letter to them at Search Engine Land.
Dear Service Provider:
I expect to be able to measure you. I expect to have transparency into what my visitors are experiencing inside your systems. I pay good money to bring prospects to my site and I don’t want to send them off to a black box when they buy my products or sign up for an event.
It’s time for you to prioritize measurement and to give me control of the signup, subscription, or purchase process.
Here’s what you need to do if you want me to use your service. These features are going to appeal to the largest users, those customers that you really want because they will pay for a lot of your services.