10 Important Metrics to Measure Digital Marketing Success
Businesses have gone digital — developing websites, adopting email marketing, joining social media networks, and so on. This is because of the shift in online consumerism, compelling businesses to implement digital marketing strategies to adapt to the changing times.
The only problem is that most businesses often aren’t measuring their digital marketing progress. Whatever industry you are in, it’s important to track a number of key digital marketing metrics, so you can avoid making the same mistakes time and again, and make real-time adjustments to your online marketing strategies.
In order to reach digital marketing success, certain metrics can help you determine how well your marketing strategies are doing. Below, the Seek Social team have compiled ten of the most useful digital marketing metrics to consider.
Blog Table of Contents
Digital Marketing Metric #1: Overall Website Traffic
Tracking the number of visits your website gains over time can give you a great overview of how effective your digital marketing campaigns are. Since your website is the “face” of your brand, traffic is the primary indicator of a website’s success, making ‘overall website traffic’ an important digital marketing metric. Your users will most likely interact with your brand through your website to place orders, browse the catalog, and more, so your marketing campaigns should concentrate on driving traffic to these areas.
You should certainly keep track of your overall website traffic — if you notice a decline in traffic, you might want to troubleshoot your website so that it doesn’t deter visitors. Consider working with a web design and development agency in the UK to make sure that your website is user-friendly, responsive, and visually pleasing.
Digital Marketing Metric#2: Channel-Specific Traffic
Channel-specific traffic answers the question, “How did users find my website?” Tracking this digital marketing metric allows you to determine which channels your visitors are using immediately before opening your website. There are three channels in play, specifically:
Direct – This usually involves people who have visited your website in the past, or when a user types your URL into their address bar to visit your website.
Referral – Users found your website through another website. This is also called external traffic.
Organic – This is when people look something up on search engines such as Google, Yahoo!, and Bing, and they find your website among the listings in the SERP.
Social – Users found your site through a social media platform like Facebook, Instagram, and Twitter.
Knowing where your visitors are coming from can offer useful insight on which channels need more attention. For example, if visits from social channels are low, you may want to hire a social media agency in the UKto help you improve your social media engagement.
Digital Marketing Metric #3: New Visitors and Return Visitors
Tracking the ‘return visitors’ digital marketing metric lets you measure the relevance of your website’s content. Each time you publish new content, whether it’s an article, video, infographic, etc., track how many new visitors your website gets. If you have more new visitors compared to returning visitors, this indicates that your new content is performing well at driving organic traffic. However, this also means that users don’t find your old content relevant anymore. However, a high result for the recurring visitors metric can indicate that users find your content informative and valuable, even if it was originally published two years ago. In this case, you should consider promoting both old and new blog posts using relevant hashtags on social media.
Digital Marketing Metric #4: Conversions
‘Conversions’ used to be limited to specific actions, such as a visitor turning into a paying customer. However, more generally speaking, a conversion is when a user completes a desired action, whether it’s subscribing to your newsletter, pre-ordering a product, signing up for a free trial, downloading an ebook, and much more besides.
Low conversions can indicate poor website design. It can also help pinpoint which components of your website aren’t doing their job as well as they might. For example, if your goal is to entice visitors to create an account, but your “Sign Up” button is hard to locate, it might be time to give your website a makeover.
Digital Marketing Metric #5: Average Time to Convert
How long does it take your visitors to decide to make a purchase? Measuring the average time it takes for leads to convert can give you valuable insight into your sales process. A conversion time that’s too long means that your prospects aren’t that interested in your products or services. If users dwell too long on a decision, the chances of them clicking off your website before turning into a paying customer are much higher.
To decrease the average time it takes visitors to convert, try offering time-sensitive discounts with words such as “limited-time offer” or “hurry.” Calls-to-action like these pressure visitors into making decisions, speeding up the buying process.
Digital Marketing Matric #6: Bounce Rate
Bounce rate is the digital marketing metric used to describe the average number of users who exited your website after viewing only one page. Visitors leave a website for several reasons – such as a webpage loading too slow, uninteresting content, complicated navigation, and so on. Bounce rates differ from page to page — you’ll find that your ‘About Us’ page might have a higher bounce rate compared to your ‘Services’ page. One page may have a high bounce rate because visitors didn’t find the need to explore the website further, since the information they needed is already there.
A few tips for decreasing bounce rate include decreasing your website’s loading time (53% of mobile website visitors leave a page if it doesn’t load within three seconds!), using compelling visuals, and adding internal links with the help of an SEO agency.
Digital Marketing Metric #7: Email Open Rate
Your email open rate measures the effectiveness of your email marketing campaigns. If you’re building an email list – and you should – it’s important to create enticing emails that people are sure to open. The ideal email open rate is between 15 and 25% as a general rule, but results vary from industry to industry. For instance, if you’re in the food industry, you should expect higher email open rates – but if you work in a more specific industry such as pet care, your email open rate might be lower.
You also need to write emails that convert. There are plenty of secrets to writing effective email copy, but if you want the easiest route to something that works, you should consider working with an email marketing agency in the UK.
Digital Marketing Metric #8: Top Organic Landing Pages
Landing pages are also known as entrance pages. These are the pages where visitors first “land” when they enter your site after performing a search on Google, Bing, or any other search engine. This digital marketing metric therefore shows you which pages are most visible and most optimized for search engines.
For instance, if your #1 organic landing page is a specific article, then this tells you what the majority of your visitors are interested in. By determining your top organic landing pages, you can then identify which pages need more attention in terms of SEO.
Digital Marketing Metric #9: Social Media Engagement
Your digital marketing efforts shouldn’t be limited to your website and email campaigns. Over 54% of customers use social media to research products. More and more users are relying on social media networks such as Facebook and Instagram for reviews and recommendations. Whatever business you are in, it’s important to maintain a strong online presence.
Social media engagement involves several interactions including likes, comments, shares, retweets, and much more. This difital marketing metric therefore tracks the number of social media users that engage with your content. Based on this metric, you can see which types of content your visitors prefer.
Digital Marketing Metric #10 Click-Through Rate for PPC Campaigns
This digital marketing metric provides you with an overview of the performance of your pay-per-click campaigns. A low click-through rate (CTR) means that your ads aren’t interesting enough for users to click on them. Measuring CTR is fairly easy since most advertising tools such as Google Ads automatically display the click-through rate of each campaign.
If your CTR needs improvement, try something new for your next campaign, such as changing its design, improving the ad copy, using a better call-to-action, etc. You may also benefit from working with expert PPC agencies in the UK.
The Bottom Line
Every company is unique, and certain metrics may matter more or less to your business, but tracking these metrics, or ‘Key Performance Indicators’ (KPIs) as some like to call them, can help your goals become more attainable and quantifiable.
Keeping track of these metrics can also provide you with an accurate overview of the effectiveness of your digital marketing efforts, and you can easily make adjustments to your strategies to ensure consistent leads and conversions.