What are some marketing metrics that should be tracked?
We discuss tracking analytics in most of our posts, but recently we were asked why an organization should track the metrics of a marketing campaign. We did not immediately fall out of our chair, but realized that many organizations do not understand the power of checking, tweaking, and redoing marketing campaigns. The main reason to track your marketing metrics is traffic, conversion rate, and revenue.
Traffic
Where is your traffic coming from? Is it coming from direct interest? Did someone hear about your organization and click on your browser? Generally, this is the smallest amount of traffic. Your organization can not rely on direct traffic. Organic traffic deals with search engine optimization techniques, mostly keywords, and registration with search engines. This is a powerful, but slow process to gain traction. Pay for click or paid traffic. Using either a social media or search engine platform, your organization will pay for traffic. This is a quick, but unreliable form of traffic. Some of the clicks might not understand your organization’s marketing strategy, and that could be a wasted click. Some paid clicks are also known as referrals or social referrals. Lastly, some organizations will use email lists to improve traffic to their site, by having newsletters blasts or promotions.
Conversion Rates
What is a conversion rate? If your organization has 100 visitors, and your organization wants each visitor to click a link and 10 (ten) of the 100 visitors click the link. Then your organization has a 10% conversion rate. Conversion rates are tied to content and either a form submission, newsletter sign-up, event registration, download of content or product, trial sign-up, purchase, link click, etc. Your content should lead all visitors to a specific behavior or trigger.
If your organization’s home page does not have a call to action, then your organization is missing a huge opportunity to grow. This growth can be measured by revenue.
Revenue
Revenue is the amount of sales that your traffic and conversion are providing to your organization. This is the easiest variable to measure, but it is also the variable that makes your organization measure, and re-measure on a weekly basis.
What is your organization measuring? Bounce rate, or the number of visitors, who stay on your site for a limited amount of time or do not scroll down on your organization’s digital platform. Another area of interest is the type of device, number of pages viewed, average time on your home page, average session duration, and which pages were viewed. This information will tell your organization if your content is providing the required behavior of your visitor. If your organization looking for sales and your organization does not have a purchase button, then your conversion is probably going to be limited. This is the type of metrics that your organization should be reviewing on a weekly basis.
Conclusion
If your organization is looking for some help with its search engine optimization, then we are available and can be reached by clicking here. The image is courtesy of Austin Distel.
JDS WebDesign is a Web Design and Brand Marketing Agency located in Marietta, Georgia. We create AWESOME on line presence for Start-ups and Influential People/Organizations. To learn more about us or how we can help you and your organization, you can contact us or schedule a meeting.
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