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Key Metrics for Online Marketing
By Travis Campbell of MarketingProfessor.com
For success to be achieved in Internet marketing, your online marketing strategy must include the tracking of a few key metrics. Without measuring specific aspects of your plan, your small business marketing efforts will quickly fall by the wayside. Along with the basics of search engine optimization and effective ad placement, there are a few key Internet marketing metrics that should be measured for optimal campaign results.
Traffic Reports. As the development of Internet marketing web sites advances and more dynamic applications are instituted in the pursuit of the perfect web page, the metrics followed to determine web site efficacy are also on upgrade mode. Page view is no longer the industry standard for small business marketing when determining whether a web page is attracting the desired amount of incoming traffic. * Number of Visitors. The most basic of traffic numbers, knowing how many people are interested enough to visit your site gives you a basic overview of whether or not you are on the right track.
* Number of Pages Visited. As a multi-page site, you want every page to engage the visitor to lengthen their stay and ultimately lead to action.
* Pages Viewed per Visit. The overall appeal of your site when a visitor is initially directed through search engine optimization or other links may be measured in the exact pages viewed during each visit.
* Time spent. How long your visitors remain engaged and interested is an important component in your overall conversion rate.
* Action taken. What your visitors do while visiting your site has a lot to do with your success rate.
o Comments. Providing a comments box can help you determine if your online marketing strategy is fulfilling your expectations.
o Ad clicks. Are the ads on your site compelling enough to drive your visitors to click them or are they simply hitting the ‘back’ button and bailing out?
o Shares. Do your visitors find your online marketing content worthy of passing along to others? These ‘attention-based’ metrics are gaining ground on page views as a more accurate means to gauge visitor interest and site appeal. Landing Page Report. The metrics associated to landing pages are all interrelated and affect one another as well as the success or failure of your Internet marketing scheme. * Click Through Rate (CTR). A highly-optimized landing page is what visitors expect when they accept the invitation and click through to your site. If your landing page is outdated and boring, the subsequent conversion rate will suffer.
* Conversion Rate (CR). Your conversion rate is more often than not directly affected by your click through rate. If visitors are not compelled to click a directive link to your site, it is impossible to convert them.
* Bounce Rate. Small business marketing suicide is the creation of a site that sends visitors running. Make sure your page loads efficiently, contains relevant content, and is visually appealing to visitors. Referral Report. Your web traffic can originate from a number of sources. Your online marketing strategy should include the possibility of all link origins to ensure you are reaching the widest audience possible. * Web site links. However you plan to reach them, your small business marketing plan should include both search engine optimization and networking to increase your web traffic.
o Search engines. Your search engine optimization should be well-designed and implemented to ensure your site is returning top page results in the major search engines.
o Related sites. Through efficient networking with other related sites, you will increase the number of visitors to your site simply through site referrals.
* Email link. Because your Internet marketing plan includes an optimized email list, your subscribers will naturally take advantage of links provided within to reach your landing page and follow-through with your call to action.
* Self entry. When in doubt, spell it out. Your visitors always have the option of typing in your site address manually without the aid of a search engine or an email link. Internet marketing metrics are a part of the online marketing system. Without them, there is no way to know how effective your marketing plans are and where adjustments need to be made. Tracking such areas as traffic, conversions, and referrals, you are aware of how to attract and keep your visitors coming back for more. |
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