Digital marketing campaigns are often easier to manage that
offline campaigns because you have so much data at your fingerprints. On the
other hand, there is so much data available to you that it can be hard to make
use of. The solution is to track the metrics that matter and know how to use
that information to make a difference. Here’s how to track and measure digital
Total Site Visits
This metric can be the foundation of all your other metrics. It
measures how many people are visiting your website. You should monitor this
metric so that you can take action if traffic to the site is dropping. You
should also know when people are visiting your site. This information is
important if you’re going to run time-based marketing campaigns or simply want
to schedule maintenance so that it doesn’t interfere with the customer experience.
Knowing what percentage of visitors are new visitors versus repeat
visitors may be useful. If you don’t have repeat visitors, you probably don’t
have repeat customers. You could encourage them to like an subscribe to your
content. On the other hand, it may be more important to move them down the
sales funnel and turn them into happy customers so that they come back when
they’re ready to buy instead of endlessly searching your listings.
The conversion rate from visitor to paying customer is arguably the most important metric your digital marketing team could gather. It tells you how successful your website is at turning visitors into buyers. It is also more cost-effective to increase your conversion rate than try to attract more traffic. Whether you make the checkout process more streamlined or increase customer trust so that they’re willing to give you their payment information, you increase overall sales with relatively little additional effort. Furthermore, these changes don’t alter your site’s SEO or require you to pay for additional advertising.
How do you measure the conversion rate? Determine the number of
visitors to your website and the number of purchases that they make. If you
have cookies on the site, you can determine not only what percentage of
customers at a given time of day or traffic source convert, but you can
determine when they drop out of the sales funnel. That lets you know whether
you need to change your homepage design to facilitate sales or make changes to
the checkout process. You can always experiment with coupons, deals and
personalization to increase customer lifetime value later.
Your digital marketing team should know your site’s traffic
sources. Where are visitors to your home page or online store coming from? This
information allows you to gauge the effectiveness of online ads. After all, it
isn’t how many people see the ad that matters but how many act based upon its
call to action. Furthermore, the traffic source data will reveal referrers you
may not know are sending you customers. It might be online discussion boards
where people praise your product or an influencer who has mentioned your brand.
It could be a small blog that has an outsized impact or social media sites you
don’t invest much effort in.
You can gather this information by using UTM code. You can use a UTM generator
to create a small snippet of code that can be added to the end of a URL to
track traffic from that site. It is less intrusive than cookies and works even
if cookies are blocked. UTM is best used to track the organic sharing of links
and deliberately dropped links in emails and online conversations. You’ll get
data from search engines themselves regarding organic search results.
Your traffic metrics should show not only where customers are
coming from by traffic by sources and channels. What percentage of website
traffic are direct visitors, and what percentage is referred by social media?
And what role do digital ads play? You may find that digital ads hardly
generate traffic to your site. You might need to tweak the ads or cut back on
online ads in favor of more engagement on social media.
Interactions per Visit
There are a number of metrics you can use to monitor customer
behavior on site. Average time on site tells you how “sticky” your
website is. A very low number indicates a high bounce rate, and you need to
improve your SEO. On the other hand, a high number isn’t necessarily a good
thing. After all, someone who spends 30 minutes on your site but never buys
isn’t much use unless you’re running a blog and paid by the number of viewed
ads. See how many people are visiting your home page or job listings relevant to
your online store. You might need to alter your marketing campaign or SEO on
those pages to get them in front of paying customers.
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