Attracting customers and reinforcing brand identity can be challenging with marketing and signage. In fact, having custom-made, high-quality signage is one of the best ways to market your brand without any added effort. That said, simply having signage isn’t enough—you need to evaluate its performance to ensure it is delivering the results you want. By measuring signage performance, you can identify key areas of impact and also what needs improvement. Here are some key ways to determine if your business signage is successfully drawing in customers.
Key Takeaways
- Tracking changes in foot traffic before and after installing new signage helps assess its effectiveness in attracting customers.
- Analyzing sales data, especially for products promoted on signage, reveals whether it’s influencing purchasing decisions.
- Monitoring customer engagement, such as interactions with signage or QR code usage, shows how well the signage captures attention.
- Gathering customer feedback through surveys or online reviews can provide direct insight into how signage is affecting business.
- Evaluating sign visibility, readability, and placement ensures your signage is seen and understood by potential customers.
1. Tracking Foot Traffic Changes
One of the most direct ways to measure signage effectiveness is by monitoring foot traffic before and after installing or updating your signage. Use store traffic counters, security camera data, or manual observation to track the number of people entering your business. If you notice a significant increase in visitors after updating your signage, it’s a strong indication that the new design is working. You can also compare foot traffic on days when temporary promotional signs are displayed versus when they are not to gauge their effectiveness.
2. Analyzing Sales Data
Your sales records can provide valuable insights into how well your signage is performing. Compare revenue before and after implementing new signage to determine if there’s a positive correlation. Additionally, if your signage promotes specific products, services, or limited-time offers, track the sales of those items to see if they have increased. If customers are purchasing more of the items advertised on your signage, it’s a clear sign that your signage is effectively influencing purchasing decisions.
3. Monitoring Customer Engagement
Signage isn’t just about visibility—it should also encourage interaction to some degree. After installing new or updated signage, observe how customers react. Do they stop to look up at the new sign? Do they enter your store after viewing it? If you are using temporary signage, do the customers ask about the promptions or products featured? If you answered yes, your signage is effectively doing its job.
Another way to track engagement is with QR codes on signage. QR codes allow customers to scan for more information, special offers, or other online processes. You can monitor how many people utilize the code, giving you a measurable way to assess interest in your signage and brand.
4. Gathering Customer Feedback
Customer feedback can provide direct insights into how effective your signage is in attracting attention. Conduct surveys or ask customers how they heard about your business—was it from seeing your sign, an online ad, or word of mouth? If multiple customers mention your signage as a reason for visiting, it’s performing well. You can also encourage online reviews and ask customers to share their first impressions of your business’s exterior and interior signage.
5. Evaluating Sign Visibility and Readability
If your signage is difficult to read, placed in a poor location, or not well-lit, it may not be reaching its full potential. Before installation, stand at different angles and distances to see how your sign may look when installed. Your sign should be visible to passerby and drivers, and it should also be legible throughout different times of the day. If your store has evening hours or is open 24/7, you may want to consider a sign that is illuminated, such as a cabinet sign or channel letters.
Furthermore, if you already have signage installed, and customers are saying that they are having a difficult time spotting your location, you may want to adjust your signage placement or design. A/B testing different sign designs or placements can also help you determine the most effective option.
6. Measuring Social Media and Online Engagement
If your signage includes your website URL, social media handles, or branded hashtags, track how many new followers, website visits, or online interactions occur after installing the signage. Unique promo codes displayed on signs can also help measure effectiveness by tracking how many customers use them. If a specific code associated with a sign leads to an increase in online or in-store purchases, you’ll know your signage is driving conversions.
7. Assessing Competitor Comparisons
Your competitors can also show you a thing or two when it comes to signage. Compare your business’s foot traffic, sales trends, and customer engagement with similar businesses in your area. If competitors with better signage are consistently attracting more customers, it may be time to upgrade your own. Studying their signage placement, design elements, and messaging can provide insights into what improvements you can make to stay competitive.
Get Attractive Signage from a Professional Business Sign Company Like Tupp Signs
Regularly assessing the effectiveness of your signage is important. Not only do you ensure that the design is attracting customers and supporting growth, but it helps you also see where you can improve. If you notice signs of declining engagement, outdated branding, or poor visibility, upgrading your signage can help improve results.
At Tupp Signs, we design, fabricate, and install signs that are guaranteed to wow your customer base. If you want enhanced foot traffic and brand recognition and engagement, you need to give us a call. We have served DE, PA, NJ, NY, and VA since 1928 as a local business sign company. Contact us today at 866-324-7446 or request a quote online. It’s time to boost your signage and your business success.