Making the shift to data-driven marketing can be a big change. It's easy to get lost amidst the mountain of data you realize is available to you. For many, there are far too many metrics to measure them all right out of the gate. To start, you need to find and focus on the key metrics that will make the biggest impact on your business. The metrics you measure the closest should be based on your marketing goals. Here are some metrics to take a closer look at:
- Website Traffic
Website traffic is a fundamental element when identifying your websites organic and paid reach. The amount of traffic your website receives is a good indication of the overall performance of your website. It could signify growth, stability, or a decline. Specifically identifying what pages are driving the most traffic, or even what pieces of content are driving the most traffic can help you identify where to allocate future development resources.
- Source of Traffic
Knowing where your website traffic is coming from allows you to see what marketing channels are driving the most traffic. The source of traffic can also confirm success of your marketing tactics or shortcomings.
There are six primary types of traffic:
- Organic: Visitors who have found your website through search engines by entering in keywords.
- Paid: Visitors click on a paid ad of yours to access the site such as CPC, CPM, PPC and more.
- Referral: Visitors that access your site by clicking on your URL from another website
- Direct: Visitors who reach your site by directly typing in your URL
- Campaign: This refers to AdWord or custom campaigns you have created
- Social: Visitor accessed your website through a social media post.
Quick Tip: When assessing website traffic, be sure to exclude internal IP addresses in your MAP or Google Analytic settings.
- Long-tail Keywords
Long-tail keyword phrases are made up of three to seven words that are very specific. Visitors type these phrases into a search engine, often times worded as a question like "what is content marketing". The more specific a keyword phrase becomes, the easier it is to target specific types of buyers. Identifying the difficulty for ranking for a particular keyword phrase, how often it is searched, and your current rank for the keyword phrase can allow you to identify how to improve search engine rankings, and drive more traffic to your website.
- Bounce Rate
The bounce rate is the number of visitors who exit your website after viewing only one page. If a page has a high bounce rate it may means the visitor didn’t see the information they were searching for. A long page duration rate with a high bounce rate can indicate that the user was interested in the content but wasn’t interested in any other information or that the page didn’t have relevant CTAs to further direct the visitor to act.
5. Click-Through Rate (CTR)
A click-through rate can be useful to see how successful a specific CTA (call to action) or online ad is performing. If you experiencing a low click through rate, consider revising your CTA by revising action words or button design, but remember to only adjust one element at a time so as to effectively measure the impact it had on your click-through rates.
To get started revisit your marketing plan and identify which metrics would allow you to successfully measure your website performance. Knowing which metrics to measure and how to analyze those metrics is key to website conversion optimization.
Are you looking for ways to increase the amount of leads your website generates? Let's chat!