3 Marketing Metrics You Need to Check More Often
One major benefit of digital marketing is its ability to let brands measure marketing performance precisely. Everyone monitors pageviews, percentage of new visitors versus return visitors, referring sites. Here are three metrics that you should monitor to acquire deeper insights:
The % of visitors that visit your contact page after viewing the service or blog pageBy tracking the percentage of visitors that goes to the contact page from the blog or service page, you can determine the potency of your content, the effectiveness of your call-to-actions, and the quality of your visitors. If the majority of your visitors bounce after reading your blog post or service page, it could mean that the content doesn’t appeal to the audience, the call-to-actions aren’t strong enough, or the desired audience isn’t suitable for your brand. It could be time for A/B split-testing, or more keyword research to determine the terms – and therefore interest areas – brought visitors to your site.
Your Klout ScoreThere’s always debate about how valid Klout is as an indicator of influence. Your Klout Score reflects your social media influence. A high Klout suggests that you’re interacting with influential users or expanding your network. Here’s how Klout works:“[Klout] uses more than 400 signals from eight different networks to update your Klout Score every day. Below is detailed description of how a Klout Score is determined.The majority of the signals used to calculate the Klout Score are derived from combinations of attributes, such as the ratio of reactions you generate compared to the amount of content you share. For example, generating 100 retweets from 10 tweets will contribute more to your Score than generating 100 retweets from 1,000 tweets. We also consider factors such as how selective the people who interact with your content are. The more a person likes and retweets in a given day, the less each of those individual interactions contributes to another person's Score. Additionally, we value the engagement you drive from unique individuals. One-hundred retweets from 100 different people contribute more to your Score than do 100 retweets from a single person.”Whether or not you agree with how Klout arrived at their scores, at the very least it’s useful to monitor your Klout Score weekly, and use it simply as a broad-brush indicator of whether you have moved the dial after launching a new marketing program or a specific promotion.You can use the Klout Score to evaluate whether you’re doing better at interacting with influential users, improving retweet ratio, or fostering meaningful social media interactions. If you discover that although you’ve increased social interactions, you aren’t improving your Klout Score, it could suggest that you’ve engaged with uninfluential users. This metric helps you stay focused on fostering meaningful interactions with prominent individuals.
% Exit PageExit page is the last visited page of a session. For instance, if you visit Page A, B, and C, page C is the exit page. The % exit rate refers to the percentage of a page being the exit page. For example, if page C has been visited 10 times but has only been the exit page once, its % exit page is 10%.% exit page is a sound indicator of whether a webpage has issues. If a webpage has a very high % exit page, it could mean that the page contains poor call-to-actions (CTR), tiny fonts, or other problems that could prompt visitors to exit the page. Therefore, it’s important for you to examine the top 10 or 20 exit pages monthly and identify specific issues. (Note: it’s fine if the contact page has high % exit page as people most likely leaves the page after finding contact info or submitting contact form.)Measuring performance is a major component in digital marketing. By assessing marketing results using specific metrics, you can examine the quality and performance of your social media marketing and website precisely. If you want help with setting up key metrics for your marketing campaigns, please get in touch with one of our digital marketing experts and we’ll be more than happy to help.