Measuring the rate of success of your digital marketing techniques has become imperative in the current scenario as it determines your return on investment. These metrics are crucial as they help in the reduction of wastage of the marketing budget. Also, they bring the warning signs to the forefront so you can make alterations to your plans and achieve the desired results.
Earlier, the evaluations were restricted to the number of impressions or click-through-rates. However, the fact remains that digital marketing metrics enjoy much broader variety. Many marketers are oblivious to the presence of this wide range of measurement parameters as they are not given prominence. To ensure that your marketing efforts bear fruitful results and your money is spent on the right campaigns, you need to get familiar with these underestimated metrics.
Our SEO consultants have listed down the top seven systems of measurement which should become a part of your digital strategy in 2019. Before you set out on the path of reporting and analysis, you must have distinct goals underlined in your marketing plan such as creating awareness, increasing conversions, satisfying users, promoting loyalty etc. Let us have a look at these undervalued metrics.
1. Most Popular Landing Pages
Reporting is an indispensable part of both paid and organic SEO services. Thus when you create a new lead generation landing page, you need to assess its performance. Google Analytics is beneficial in the tracking of leads in real-time. Besides campaign tracking, landing page traffic analysis allows you to identify the pages which are generating the maximum views and the pages which are not inciting any reaction from the users.
Thus you can reduce or increase the budget for the specific campaigns according to the data retrieved from the analysis. You can also determine how the landing pages are performing in comparison to other pages on your website. You can understand the behaviour of your visitors through the reports.
For example, the days on which you received higher traffic or when there was a sudden spike in the number of viewers or a gradual downfall. In a nutshell, you become empowered with the knowledge of where the users are going and which campaigns are working in your favour.
2. Source of Your Traffic
The source of the traffic is of utmost significance as it comes from a plethora of platforms and this metric allows you to identify that channel and leverage it for your benefit. This report also informs you about the reason behind the lack of conversions such as the wrong target audience getting directed to your page.For example, if your target audience comprises older women and you are getting maximum traffic from Instagram, then there is something wrong.
The possible sources of landing page traffic include direct traffic which is generated when the users type the website URL in their browser, organic traffic which is directed to your site when the user is looking for similar products or services on the search engines, paid traffic which comes through the pay-per-click ads on search engines, social media traffic which is generated from sharing of your website links on the social platforms, and email traffic which comes from email marketing campaigns. The source helps you to figure out which of these platforms is working in getting more visitors to your website.
3. New Leads Vs. Returning Visitors
This calculation aids in comparing the number of repeat visitors to comparison to the new leads. It gauges the relevance of the website over a period. If you have more repeat visitors, it means that your content is informative and updated which draws people back to it. Thus it is vital to keep uploading fresh and meaningful content like blogs and articles which make users take a second look.
The user experience (UX) design can also affect SEO. So you must aim to create landing pages which make the users sit up and take notice of the content. Additionally, you need new leads for generating higher traffic which can be acquired by posting the links of these blogs on social media profiles and undertaking email marketing. You can also start new campaigns to attract new leads to the landing pages.
4. Cost Per Lead
When you set the goal of getting more leads, you need to estimate the success of the campaign through the calculation of cost per lead. This can be worked out by dividing the total amount spent on the campaign by the number of leads generated during that campaign.
For example, if the marketer spends $5000 on a campaign which runs for a month and gets 100 new leads, then the cost per lead will be $50. This cost, when compared with the cost per lead of other campaigns, will help you to determine its cost-effectiveness. Thus you can accordingly think about continuing or scrapping it.
5. Exit Rate
While most SEO executives put emphasis on the bounce rate, they often forget to track the exit rate which is equally valuable. The difference between the two is that the bounce rate is the number of users who leave the site after viewing only one page. On the other hand, the exit rate is the number of visitors who land on the website, consume the content, navigate through various pages and then make an exit abruptly.
The identification of the page from where most visitors made an exit can reveal problems such as the inability to retain the user’s interest or not meeting the expectations of the users. The experts at Netvision take this parameter into consideration to ensure that all pages are created as per the taste and preference of the users and extend a delightful experience to the user.
6. Sales Funnel Rate
The sales funnel comprises four main stages of awareness, interest, desire and action (AIDA). Starting their journey from the awareness stage, the users get to know about the brand through paid ads. The next stage of interest is aroused when they read about the brand and become familiar with it through blogs and articles.
The third stage involves the stimulation of a desire to grab the product or service on offer as they are enticed by the pictures and information about the product. The final stage of action makes them go ahead and purchase the product or service through the shopping cart page or by filling out a form. When you study the entire funnel rate, you can check which stage is faltering in your sales cycle and where you need to put more effort.
7. Mobile Performance Report
It is one of those reports which are highly critical as the number of mobile phone internet users in Australia is estimated to soar from 17.7 million in 2018 to 19.27 million in 2022. With most of the global web traffic coming from Smartphones, it becomes necessary to keep a tab on this measure.
You can dig deeper to find out which page is being viewed most by mobile phone users. It gives you information about the behaviour of this segment of users and you can optimise your website according to the available insights.
It is quite evident that the analytics reports can provide a whole lot of information which can be utilised to gain mileage against competition and improve conversions. So get started with the inclusion of these metrics into your digital marketing plans in 2019 and see the difference in the effectiveness of your campaigns.