To measure the performance and traffic of your website can be difficult if you don’t know what to quantify. To comprehend the process, you need to understand what you measure first, why you measure it, and how can you use those measurements to improve your website traffic.
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However, you can’t measure what you don’t track. That’s why the basis of every successful website tracking and digital marketing campaign starts with Key Performance Indicators (KPIs). With Digital Marketing KPIs, you can determine the measurements that will define your business’s online success.
What Are Digital Marketing KPIs?
Digital Marketing KPIs are quantifiable goals that can help you record and measure your online marketing and website success. KPIs are a useful way to set expectations and prove that your marketing campaign yields positive results.
The most important thing when you want to use KPIs to measure your website traffic is to figure out what you want to measure in the first place. Nobody wants to measure what’s not important, so you need to make sure that you track all the right factors that can have an effective impact on your company’s goals.
Key Performance Indicators are associated with conversion rates. They register every interaction that someone has with your website and online content. You need to determine what behaviors to track when estimating your website traffic and online success.
Why Measure Website Traffic?
To monitor website traffic means to know who visits your website, where do visitors come from and their behaviors when they come to the website – insight into the habits and behavior of targeted users. This information can help you focus on doing more of what works the best for your conversion rate and allows you to cut out or fix what’s not working at all.
The most important questions that will be answered by measuring website traffic are:
- Number of Visitors – One of the most valuable aspects of online success is the number of website visitors. A website without traffic is like an undiscovered waterfall in the middle of the forest. Nobody will know that there’s such an awesome place until they discover it. In other words, if nobody can find your website, the design is pointless and it doesn’t matter how beautiful it is because nobody will see it.
- Number of Page Views Per Visitor – The bigger the number of visitors, the more likely that your website is useful. This demonstrates that users love to explore the site and learn more. They do that when they see something that matters and solves their problem(s), otherwise, they leave.
- Average Time That Visitors Spend on Your Website – Longer sessions indicate that people are interested in your company and are most likely to leave their email address or buy a product.
- The Time That a Visitor Spends On Each Page – This lets you know what are your most important pages and whether the pages that you’ve optimized for conversion are having the desired results.
- Most Popular Viewing Time – Tells you when your website is the busiest. If there’s a pattern, you can use these moments when your website receives the most visitors to promote your products and post new content.
- Which Pages Do Visitors Leave the Site from – These pages are called exit pages. This information will help you identify pages that have broken links, and what makes people navigate towards the exit button.
- Where Do You Get Traffic Referrals from – Finding the sources of your traffic will help you determine your most successful links online and on social media. You can also assess whether your SEO strategy works or not.
Monitoring web traffic and answering the questions above will help you modify your site based on user’s behavior and the corresponding data.
Top Digital Marketing KPIs That Increase Website Traffic
Without further ado, let’s explore the relationship of digital marketing, website traffic and the data that you’ll need to collect to fuel your website traffic.
1. Website Traffic Lead Ratio
The Website Traffic Lead Ratio gives you information on how many of your website visitors have become qualified leads. This KPI is helpful because it tells you more about the quality of your website visitors. As a responsible business owner, you can’t be fooled by growing traffic if none of the visitors are converted into leads or customers. For that reason, it is important to learn how targeted your traffic is by monitoring the number of visits that convert into leads. Here’s what you need to focus on when it comes to the web traffic lead ratio:
- Landing Page Engagement – This includes visitor frequency, core user actions and the average time that the user spends on the website. To track the landing page engagement, you also need to check the bounce rate and see if users leave too early or they spend more time on the landing page. If users do all the desired actions and you have increased traffic it means that you’re doing well. If not, you need to make changes.
- Unique Page Visits – This is an excellent measurement of the size of your audience. 5,000 sessions are excellent, but, if the sessions are only made by 50 unique users it means that your audience is not that big. Monitor this in Google Analytics. If the number of unique visitors rises it means that your digital marketing efforts and content have the desired result.
- Conversions per Site Visit – The only way to know if your website converts visitors into customers is by analyzing website metrics. The conversion rate of your page is the percentage of people that converted on that page. Pages with higher conversion rates show that the page is performing well and successfully encourages the desired actions. If you discover that certain pages have low conversion rates, you’ll want to reanalyze those pages to see how you can enhance the elements to increase conversions.
2. Organic Search Volume
An Organic Search Volume talks about the number of organic searches for a given keyword in a specific period of time. This KPI gives you more information about the effectiveness or a search term, its volume and competitiveness.
Before you start using organic search volume to improve your SEO and digital marketing strategies, you need to find the search volume for each of your target keywords. One way to find the search volume for a particular keyword is to use one of Moz’s tools called Keyword Explorer.
Search volume matters because, besides digital marketing, search engines are one of the crucial ways of bringing traffic to your website. For that reason, it is pivotal to find keywords that are high in search volume but low in competition. Keywords with bigger search volumes can create more exposure but will yield more competition. This will make it much harder to rank for these terms because, in most of the cases, you’ll be going up against well-established companies and websites in your industry.
3. Email Marketing Conversion
Email Marketing Conversion Rate is the percentage of subscribers who complete the desired action when they receive the email. This is an important metric for most marketers because it is a big ROI indicator.
Your emails may arrive in thousands of inboxes but, how many of those people can you convert to customers for your business? In order to have an effective email marketing process, you need to measure how the emails are received from your subscribers.
Every strong email marketing campaign starts with a goal setting. One of those goals can be to bring more traffic to your website. If the user landed on your website as a result of your email message, he/she enters the conversion rate percentage.
The importance of email marketing conversion as a KPI is crucial for your entire digital marketing strategy because every time a new user converts, your goal for more traffic increases. The simplest way to calculate your email marketing conversion is to use the following formula:
Email Marketing Conversion = Number of Conversions/Number of Delivered Emails x 100
4. Social Media Engagement
Social Media Engagement as a KPI tells you how much and how often users interact with your brand and with your content on their social media accounts. When someone likes, shares, or comments on something you’ve posted, they actively engage with your social media post. Every social media platform offers a distinct way to measure engagement and has its own form of analytics.
The engagement rate gives you a good idea of how your posts perform in a specific time period, and month-over-month and year-over-year progress. Use the following formula to calculate your social media engagement rate:
Number of Post Reactions/Number of Total Post Reach = Social Media Engagement Rate Per Post
You can use the metrics of each platform to see what type of content gets the most attention from users and what content doesn’t get any attention at all. Engagement metrics will tell you if you’ve targeted the right demographic and measured the success of your product launch and marketing campaigns.
5. Mobile Traffic Volume
One of the most powerful metrics in digital marketing is Mobile Website Traffic. The time that people spend on mobile devices is constantly on the rise. Smartphones continue to get better and now people can do almost everything that they did on a desktop on their mobile devices. Reading emails, checking to-do lists, playing games, commenting on a friend’s social status, or even watching movies can now be accomplished with a smartphone.
To track your mobile website traffic volume you need to log in to your Google Analytics account and click on “Audience”. Then, click on “Mobile” to see the data based on devices.
Knowing this data and what mobile users look for on your website, which pages they often visit, and their demographic will help you build your digital marketing strategy so you can provide more information, more efficiently, to users’ mobile devices.
Look at the site from a user’s point of view. See how your website looks on a mobile screen, make sure the experience is just as good or even better on a computer. By setting up mobile traffic metrics, you can track the specific actions of mobile traffic versus desktop traffic and make improvements.
As you can see, there is a lot to consider when it comes to Digital Marketing KPIs. Just having a website is not enough. To get the most out of it, you need to track your website visitors and monitor what they do when they get there. This will help you drive up traffic and increase conversions.
If you want to have a successful online presence, you need to measure and learn from the KPIs above. In turn, KPIs will guide you through the process of optimizing and fine-tuning your website and digital marketing strategy.