28 Feb Digital Marketing Metrics you need to consider
To echo the sentiments of Peter Drucker, “If you can’t measure it, you can’t improve it”. Unlike traditional marketing, digital marketing allows you the ability to get quantitative data and analysis of your marketing endeavours. Measuring helps to quantify whether you are gaining or losing with your website.
Here are a few metrics that are essential to improve the effectiveness of your website:
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How many visits does your webpage receive?
You need to continuously keep count of how many people are visiting your website on a daily, monthly and yearly basis? This will help you to identify if there are new people coming to your website and if so, are they visiting your site as a result of your marketing efforts. If visitors are returning to your page, it is an indication that the content is relevant to them.
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What are people viewing on your website?
The first factor to consider – when you want to get an idea of what content audiences are engaging with – is the bounce rate. This is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. You need to have a clear picture of whether people visiting your site are satisfied that the information they found is what they were looking for and if the current content on your website relevant to the target audience?
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How much time do people spend on your website?
You need to know the average time that each visitor spends on your website, this information helps you to gauge the relevance and value of the content to the visitor. How simple or complicated is navigating through your website will also determine the time spent on your website
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How do returning visitors behave?
How many of the first time visitors return to your website? This is a very important question to take into account – it will provide you with insight to ascertain if the content on your site is geared towards providing one-time solutions or is it providing an ongoing service? Another question to pose is how often do returning visitors come back to view your website.
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Which pages are popular?
Contrary to popular notions and assumptions, your homepage might not be the most popular page on your website. This is why it is important that you have definitive knowledge of which page audiences are visiting the most frequently. This will help you to repackage your content – based on of the insight you get from the popular pages.
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How are people accessing your website?
More users are accessing the Internet via mobile devises as opposed to going online on a desktop. It is thus imperative that you ensure that your website is mobile responsive. The smaller screens on mobile devices should not diminish the user experience.
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Who is visiting your website?
Who is going through your website – is it younger or older audience? This will help you determine if the website is catering for the target audience.
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Has the website meant its objective?
What is the objective of starting (and having) your website? Is it to sell products online or intended for people to complete contact forms to have a consultant contact them telephonically, for instance. You need to have clear call to actions that guide visitors to the desired result.
Get optimal value from your website
A website is not just a digital pamphlet of your business. In order to derive optimal value from it, you can use the above mentioned metrics to measure the traffic that’s passing through your website and determine what visitors are doing when they are on the site. This information will help you improve the effectiveness of your website.