The success of all marketing campaigns hinges on the accurate analysis of marketing metrics. To put simply marketing metrics are measurable values that indicate the effectiveness of marketing efforts across various channels. However, as the metrics differ for every channel, the key is to know what to measure for each – for example while open and click through rates are some of the metrics that determine the success of email marketing, reach engagement and action are those that are relevant for social media campaigns.
So when it comes to your website, what are the measurables you need to watch out for? Are you making the correct use of the data gathered? Are you focusing on the marketing metrics that really matter to your website? It’s important to steer clear form superficial feel good metrics such as likes, impressions and quantity as they seldom measure outcomes or boost profitability.
The key marketing metrics that matter for your website
- Traffic – While it is worthwhile to know how many people are visiting your site, it would be pertinent to find out more about user demographics. In short are you reaching the right people? A deeper look at data showing the age, gender and location of your viewers will give you a clear idea of whether you are successfully reaching out to your target audience. Dig a little further to find out more about their devices and technology used. Are they accessing your site on their mobile phones? If so – is your website adequately mobile friendly?
- Users, sessions and page views – Users are unique visitors to your website (could comprise of new and returning visitors), sessions are number of visits and page views include the number of pages visited. This information is vital because it gives you an insight of how engaged the visitor was and their level of interest. A peek into the average session duration will tell you whether the visitor was on your website just as a passing fancy or they actually found content of value to them. High bounce rates mean that the content on your website does not resonate with viewer needs which subsequently means that you need to include more relevant topics. Analysing exit rates and exit pages will tell you the time typically spent on your website and at what page the viewers are turning away. You could then either ascertain whether the content on those pages needs to be tweaked or whether there is a technical glitch i.e. the page is taking too long to load.
- Top Organic landing pages – This indicates which are your strongest, most visible pages as they are the ones visitors first get directed to when they type the keyword on the search engine. Once you analyse what it is about these pages that is working so well, you could benefit from applying the same input on the other pages as well.
- Interactions – This comprises the viewer behaviour on your website – comments on your content and what was clicked on, liked and shared. This shows the level of engagement and provides an insight into the value of content and the level of viewer interest. This data will prove invaluable when you plan your next marketing campaign.
- Acquisition and Search trends – How are people finding your website? Is it through an organic search, social media or referrals and links? Tracking search trends with metrics like search query, Adword campaigns points to which campaigns are generating the best results. It will also indicate whether or not you have optimised your website content with the most accurate, industry relevant keywords.
- Conversions – The final aim of the metrics should be to drive more conversions. Is your online strategy generating quality leads that will most likely lead to a sale? The best way to measure lead generation is to set up goals like subscribing to a newsletter or registering for a webinar/event or even filling up a contact form. Assign a value for each of these goals. The data that you obtain would best measure how effective you have been in achieving the end goal of your website. Monitoring trends and customer behaviour by tracing the path right from the starting point to the final stage allows you to see whether the buyer’s journey completed itself or did the customer just stop short of making the purchase? If so at what point did the journey end? Keeping this input in mind you can make the necessary modifications to your online and offline strategy and create a better experience for your users.
A proven way to ensure that no conversion opportunities are wasted is by adding chat functionality to your website. This means you have round-the-clock human presence to assist website visitors should they need any help, and gently usher them to the next stage of the buyer’s journey. At Commversion we could help you get 50% more leads which translates into converting more website visitors into potential leads and customers.
The final goal for all your online marketing efforts is to achieve conversions and boost revenue for your business. While your website and all the marketing metrics certainly are valuable tools towards achieving that end, you may need expert assistance on how to evaluate those metrics and enhance conversion possibilities. Contact Commversion today to see how we can make a measurable difference to your website metrics.