Having a digital marketing strategy for your business is crucial and it’s as important as ever that you try new ideas and different tactics. However, the one key area where many small business owners fall short is failing to properly monitor and track their efforts. Well, if you want to be successful in 2018 and beyond, then it’s time to bring in some digital marketing metrics in order for you to track your ROI. Here are six of the most important metrics for you to consider.
Total Website Visits
Tracking total website visits is an important metric as it lets you analyze, as a whole, how busy your website is each week. Yes, it is important to dig down into this number further, but it is a good overarching metric to be aware of. It will also allow you to track trends in your business, such as how you become more popular during certain seasons of the year.
New vs. Returning Visitors
You should ensure that your website has a healthy supply of new visitors every month so that you can keep generating new leads. But, at the same time, it is nice to be aware that the same people are returning again and again. This shows they like your site and keep coming back to it for more information and see you as an authority in your niche.
Interactions Per Visit
Interactions will vary depending on the nature of your business, but it is important that you highlight a few key interactions and track how many people perform them. Perhaps you want to encourage more comments for example. Either way, track how people are interacting with your site and then optimize the site layout to help boost conversions.
Your exit rate will show how many people view that page of your site and then leave. If exit rates are particularly high on certain pages, then it shows that those pages simply aren’t retaining customers in the right way. Instead, take your best-performing pages and try to incorporate some of their features into ones with higher exit rates.
You should drill down into exactly where your customers are coming from and how those numbers fluctuate over time. Different traffic sources include social media, organic, direct and referral. If you have a truly effective content marketing strategy in place, then you should find that organic traffic grows over time. If not then it’s time to mix up your efforts and reinvigorate your SEO strategy. Similarly, if certain social sites generate higher quantities of traffic for you, it’s time to look at your other accounts and see what you can change in order to balance things out.
If you’re regularly publishing new content on your blog, then you might start to find that certain articles and pages generate a lot more traffic than others. This is true across a number of niches, and it is often the case that just 20% of your pages generate 80% of the traffic, especially through Google. It is useful to track these pages and try to replicate their success by building more pages offering similar content that you know your customers like.
The great thing about tracking these metrics is that it’s fairly easy to do so. We recommend syncing up your website with a Google Analytics account. It is 100% free to use and allows you to access all of the metrics listed above, and more. The interface is quite straightforward and easy to use. Just get to work digging into the data to see what is working well. By analyzing these metrics you will start to spot opportunities for growth and see your exact ROI on your current marketing efforts.
If you are interested in even more marketing-related articles and information from us here at Bit Rebels then we have a lot to choose from.