With businesses scrambling for consumers in a competitive digital world, running successful marketing campaigns has created a result driven environment where brands demand to see a return on investment (ROI). Is it possible for marketers to measure website traffic results after running digital marketing campaigns? We take a closer look at the 6 metrics that can help brands gauge the performance of their marketing efforts on their websites.
Total website visits
A website has become a prerequisite in the digital age as it presents an opportunity for prospects to learn about your business. Total website visits are the number of potential customers who have visited your site. With this metric you can get insights into the popularity of your page and traffic volume. This can be used to optimize the quality of the website for better performance.
Getting visitors to land on your website is the first step towards the right direction, but what matters is how they navigate through your site and the action taken to connect. Do they find the information helpful and stay, or do they land and leave? The bounce rate is the metric that measures the number of people who land on your page and take no action. This means that the user has not engaged with the content. These insights allow marketers to determine why they leave, improve UX and improve the quality of the content.
Average time on site
Time is money in the world of marketing as businesses invest time and money while creating campaigns to attract consumers. The average time spent on a site represents the amount of time that a visitor would spend actively engaging with content. This metric is critical for marketers as it highlights the interest of prospects in your content. Furthermore, Google uses this metric to execute website ranking. If visitors are spending time on your site, it’s good for business as high ranked websites can lead to increased traffic, conversions and ultimately profitability.
With social media platforms becoming an integral part of running online marketing campaigns, it’s no surprise that marketers are always curious to determine the number of people getting the message. Reach is a metric that aims to measure how far the conversation has gone by giving the number of users coming across your message. However, social reach alone does not do justice as you still need prospects to engage with your content.
Cost per click
Cost Per Click refers to the amount that marketers pay to acquire a click, also known as Pay Per Click. The average cost per click is the average amount for the ad divided by its total clicks. For example, If you pay R400 for a campaign that receives 50 clicks, the CPC would be R8 (R400/50=R8.00). This calculation can be used to determine if the budget spent for the ad brings the desired return on investment. The challenge is for brands to create compelling copy that is relevant to what prospects are looking for.
Conversion rate is also one of the most important metrics to track for digital marketers as it shows the number of people who have completed a goal that was set. This can be a click on a button, signing up a form or a customer making a purchase. A higher conversion rate is an indication that your campaign is a success and prospects are genuinely interested in your brand. The formula for measuring the conversion rate is conversion over the number of total visits multiplied by 100. For example, 60 conversions divided by 200 visits would make a conversion rate of 30%.
Analysing these metrics allows brands to track the performance of their marketing campaigns and adjust them according to consumer expectations. Running successful campaigns is an ongoing process as customer demands are always evolving, and brands that do not evolve with time risk being left behind. Goals must be set for each marketing campaign because without a goal you won’t be able to track progress. With time and money invested in these efforts, it’s only fair that businesses expect to see a return on investment.