Websites are becoming increasingly important in the consumer journey. It is therefore essential to measure the effectiveness of digital marketing. This is a shared burden between digital media sellers and marketers trying to maximize their return on investment (ROI). JD Duarte is an e-commerce expert and entrepreneur who shares virtual metrics that can be used to measure business success.
Since most people don’t click on ads, but find their way to websites after being exposed to them, “clicks” are only a partial measure of the impact of digital ads. Duarte has compiled a few metrics to help you better understand the effectiveness and efficiency of your digital marketing efforts.
The first is based on overall traffic. This will tell you how many people have visited or interacted with your site in total. This can be broken down into source/medium, which will tell you where your traffic is coming from.
Duarte says, “Overall traffic will show you where you stand.” It’s a good idea to monitor and compare your overall traffic over time. It is possible to start noticing similar patterns, such as seasonality. It may help you in the future. If you’re doing a good job, your traffic should increase steadily from all sources.
Channel-specific traffic is also available. These stats depend on where people were when they first came to your site. Channel refers to how they got to your site. Measuring primary media is crucial for large-scale digital marketing campaigns. This will allow you to identify what is causing a drop in visits and where your campaign excels.
You can analyze data from multiple channels. The most direct is when someone directly types in your URL to visit your site. Because they have already visited your site, the multifunction box will fill automatically.
Referrals refer to people who visited your site through another website. This is called external traffic. To join you, people followed a link from another domain.
People who searched on Google or other search engines and clicked on your site in organic search results (unpaid search results). Social is anyone who found your website through a social media platform. This is a great indicator of the overall effectiveness and efficiency of your SEO, social engagement, and content campaigns.
Another useful metric is the total number of conversions. Conversion is the conversion of a person from user to paying customer. We need to monitor customer engagement on our websites to drive them deeper into our funnels.
This is where users perform whatever actions they want, such as filling out a form, clicking a button to download, signing up for a trial or downloading an eBook, or creating an account. Duarte adds that low conversions could indicate poor design, unappealing offers, or disinterested customers. Conversion tracking helps you identify which parts people use on your site and which parts they don’t.
This information is also useful for evaluating the quality of your UX and other creative areas. Low conversion rates can be a sign that you need to revamp your sales funnel or it’s time to overhaul your website.
The site’s bounce rate is the final factor. This is the average number of visitors who leave your site after visiting a single page (the “entry” page). Each page can have a different bounce rate. Different pages will have different bounce rates. Not all bounce rates are equal.
Duarte points out that bounce rate can be used to determine if your content is appropriate or if you have the right landing pages for a paid campaign. The number is not necessarily exact.
The first is that a page’s bounce rate can be high. Visitors leave pages after seeing them and finding what they were looking for. Maybe they clicked through to the contact page to make a purchase. Site users who are dissatisfied with the design or user experience may leave the site immediately. The total number of conversions is another useful metric. Conversion occurs when a person goes from a user to a paying customer. We need to monitor customer engagement on our websites to drive them deeper into our funnels.
About Jose Daniel Duarte
JD Duarte is from Heredia, Costa Rica. He has been an entrepreneur and business owner for over 20 years and splits his time between his existing operations and finding new opportunities to invest in. When he is not devoting time to his business, he spends time with his wife and two children.
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