Marketing metrics are the parameters on the basis of which you analyze and evaluate your marketing efforts and determine whether those efforts were effective enough in generating the outcome you expected and aimed for. These are usually the statistically quantifiable data and give you clear cut figures which go a long way in putting forward reasonable analysis and evaluation. Although there is a huge pool of such metrics that provide insights into the information you seek but it is also important to only spend time assessing ones that hold most relevance to your business so as to not end up wasting time in studying the ones that have no substantial standing in your context whatsoever.
There are, however, some very crucial metrics that you must not overlook because they have an equally impactful disposition be it any business. Follow the subsequent four marketing metrics to know where you are lacking and where you stand strong in your marketing efforts.
Bounce rate is a significant metric which accounts for the number/percentage of people who visited your website through any link you provided, but left without exploring your website any further. For example; after briefly going through your home page, the visitor, upon not coming across anything of significant value to them, left. Such visitors are defined as having “bounced”. This is an insightful measure is assessing where you might have had loopholes in judgment as to what will spark the curiosity of the visitor and consequently, you are compelled to look back a little and do an impartial analysis of your marketing efforts.
This parameter accounts for the percentage of people who took any real time action after having had a view of your marketing efforts like the website, social media presence or any one-on-one marketing effort. Mostly it is the website that is used as platform for judging this particular factor. This accounts for people, who visited your website and rather than just exploring, responded to a call to action like “order now”, “talk to us” etc. Higher rate of conversion implies a success in the marketing efforts you put in.
Average Time on Site
Keeping a track of how much time each visitor is spending on each section of your website is an insight into the fact that the content on that section is appealing to the visitor, which is the reason why this much time is being spent there. The way your marketing efforts with this strategy will further improve is by including the CTAs on these more attentively looked through sections of the website.
A sound marketing strategy is not only judged in terms of the new customers it manages to fetch but also in terms of what percentage of those customers the strategy managed to retain for a longer period of time. Higher percentage of return customers implies that your marketing strategy is strong enough to have compelled them to come back for a repeat purchase or other relevant actions.
The factors described above, among others, are instrumental while you judge how impactful have your marketing efforts been. Paying keen attention to these will, in the longer run, be vital to the successful outcome of your efforts.
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