— June 21, 2017
Website Traffic Metrics
As you set off, look for your first trail marker – an overall increase in website traffic. This signpost is not just an ordinary rock at the side of the path. It has granular qualities. Look closely and break it down further. Track the number of unique visitors, the amount of mobile versus desktop traffic, and referral sources. Rank the most valuable keywords and make adjustments in content to optimize search.
You’re deep in the woods now. The foliage is so thick that your customer is worried they won’t get out. Reassure them with several conversion metrics. Compare what is or isn’t working to keep website visitors interested and engaged. Track the average time spent on site and on page, the number of downloads, the bounce rate, and the number of completed forms or cart checkouts. Perhaps most important, is the rate of return visitors, indicating that potential customers are in the research phase of their buying journey.
Return on Investment Metrics
You’re near the clearing, but now you need to find the most important trail marker of all. Which metrics prove your digital marketing plan is driving sales and generating revenue? Look for the classic markers proving a return on investment (ROI). Demonstrate the paths that website visitors take to become leads and buyers. Create marketing client reports showing the cost and revenue per visitor, per lead and per customer.
Adding reports such as a Facebook Performance dashboard will help clients see how your campaigns are delivering ROI from social channels too. Aim for a higher revenue per customer than revenue per lead or visitor. Overall, if your digital marketing plan generates more revenue than your fees, they’ll know you’re worth it.
Did you and your clients find all the right trail markers? Were the metrics you chose solid, easy-to-find rocks in the streams you crossed? Make it easy for your client to follow you and those trail markers by aggregating your metrics on one easy-to-use map – a marketing dashboard that shows a bird’s eye view of the forest and the path to success.