How to Begin Measuring Your Internet Marketing Performance
Your company might have the best digital marketing strategy the world has ever seen, but there’s still plenty of opportunities for problems to arise during implementation. Measuring and tracking the metrics associated with your website isn’t quite as fun as observing online conversions, which means that many companies overlook its importance. Sometimes, companies only remember that they could benefit from tracking their marketing efforts once their campaign has been launched, and by that point, they may have missed out on some of the strategies that can be utilized for measuring performance. By being pre-emptive with your measuring techniques, you will be able to recognize areas of weakness within your campaign and apply fixes before problems become too large.
Why is it Important to use Online Campaign Testing?
The results you can achieve out of a digital marketing measurement effort will depend on the goals associated with your campaign. First of all, you will need to measure the effectiveness of your campaign by tracking lead generation, traffic and conversion metrics to see what your campaign is doing right. You will also need to detect and respond to any challenges that have arisen for your campaign, whilst ensuring that your ROI is as high as possible. Tracking performance levels in real time is a good way of measuring what aspects of your website are working towards your goals, and which are not, so that you can enhance the former and remove the latter.
The Metrics to Watch
It’s impossible to optimize your online presence to create more conversions without understanding the metrics behind them. Just some of the metrics you will need to track to properly measure your marketing performance include:
- Marketing ROI (Return on investment)
- Cost per sale or acquisition
- Landing page click-through rate
- % of leads that convert into a proposal
- % of proposals that turn into a sale
- Email marketing conversion rate
The measurements that are most important to your website will depend on the type of business you run, and the goals you’re aiming for. If, for example, you are interested in developing the reputation of your company as an expert within the industry, then the content published such as guides, articles, eBooks, and newsletters will be essential. If you’re simply concerned with improving your conversions, then you will need to focus on bounce rates and conversion rates, as well as the effectiveness of your call-to-action campaigns.