How to Track and Measure Digital Marketing Campaigns
Digital marketing campaigns are often easier to manage that offline campaigns because you have so much data at your fingerprints. On the other hand, there is so much data available to you that it can be hard to make use of. The solution is to track the metrics that matter and know how to use that information to make a difference. Here’s how to track and measure digital marketing campaigns.
Total Site Visits
This metric can be the foundation of all your other metrics. It measures how many people are visiting your website. You should monitor this metric so that you can take action if traffic to the site is dropping. You should also know when people are visiting your site. This information is important if you’re going to run time-based marketing campaigns or simply want to schedule maintenance so that it doesn’t interfere with the customer experience.
Knowing what percentage of visitors are new visitors versus repeat visitors may be useful. If you don’t have repeat visitors, you probably don’t have repeat customers. You could encourage them to like an subscribe to your content. On the other hand, it may be more important to move them down the sales funnel and turn them into happy customers so that they come back when they’re ready to buy instead of endlessly searching your listings.
Conversion Rate
The conversion rate from visitor to paying customer is arguably the most important metric your digital marketing team could gather. It tells you how successful your website is at turning visitors into buyers. It is also more cost-effective to increase your conversion rate than try to attract more traffic. Whether you make the checkout process more streamlined or increase customer trust so that they’re willing to give you their payment information, you increase overall sales with relatively little additional effort. Furthermore, these changes don’t alter your site’s SEO or require you to pay for additional advertising.
How do you measure the conversion rate? Determine the number of visitors to your website and the number of purchases that they make. If you have cookies on the site, you can determine not only what percentage of customers at a given time of day or traffic source convert, but you can determine when they drop out of the sales funnel. That lets you know whether you need to change your homepage design to facilitate sales or make changes to the checkout process. You can always experiment with coupons, deals and personalization to increase customer lifetime value later.
Traffic Sources
Your digital marketing team should know your site’s traffic sources. Where are visitors to your home page or online store coming from? This information allows you to gauge the effectiveness of online ads. After all, it isn’t how many people see the ad that matters but how many act based upon its call to action. Furthermore, the traffic source data will reveal referrers you may not know are sending you customers. It might be online discussion boards where people praise your …read more
Source:: Social Media Explorer
