The only way to ensure that your digital marketing campaigns are actually working is to track and measure your results. After all, there’s no point in consistently taking action if you’re not taking the right kind of action.
Sure, checking your analytics data is important. But, if you don’t know what that data means then you’re not really doing yourself a huge favor either.
Below we look at three different things you should keep in mind when monitoring your campaigns and checking your data, so you can ensure that your digital marketing strategy is on the right track.
1. See How Long They Stick Around
There’s no point in sending visitors to your site if they only stay for a second or two and leave your site. Overall, the longer a visitor stays on your site the higher quality they are and the more in alignment your site is with their specific needs.
Different pages on your site will probably have different average session durations and bounce rates. When looking through your data see if there are any pages that stand out with very low average page duration.
This will tell you that this page isn’t something that is of value to your users. The page is a conversion sink and could be confusing, not in alignment with your offerings, or be low quality.
2. Analyze Your Conversion Rate
All of the traffic in the world won’t help a conversion problem. Your conversion rate is incredibly important as its the number of people who actually become subscribers or customers.
Your conversion rate will tell you things like:
- If you’re creating the right kind of content that your audience values
- If your traffic sources are actually in alignment with your business
- If your website copy is on point and actually speaks to the needs of your target audience
With a low conversion rate, one of the above isn’t working. It could be that your copy is engaging and pushes people down the funnel, but you’re attracting the wrong kind of website visitors. Or, you could have the right kind of people on your site, but your copy is vague and doesn’t inspire your visitors to take action.
If you do find that your conversion rate is low you can experiment with upping the quality of your content, or create more content that’s in alignment with the pieces that have been the most popular across your site.
3. Monitor Unknown Traffic Sources
When digging through your marketing data you’re probably already aware of the sources your traffic is coming from. However, when you’re looking for sources like social media, search engines, and referred traffic, keep the traffic quality metrics in mind as well.
For example, you may notice that some traffic sources tend to stay on your site longer and click through several pages. In terms of adjusting your strategy, you’ll want to focus the majority of your efforts on the areas that provide your site with the highest quality traffic.
It’s better to receive a little bit of high-quality traffic than a lot of low-quality visitors who don’t stick around or subscribe to your email list.
Tracking what’s actually working on your digital strategy is the only way to move your strategy forward while improving the ways you serve your customers.
By monitoring your average user time on site, sitewide conversion rates, and, quality traffic sources, you’ll be much better equipped to make educated decisions that’ll positively impact your business.
If you’re looking for a digital marketing team to help transform your strategy this year, then get in touch today.
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