Learn the 7 most important ecommerce marketing metrics in your eco business. Discover the tips, techniques and exact steps to get the results you have always wanted.
That which you measure grows is the adage saying. When a farmer plants, he pays attention to the germination of his crops. He wants to know how well they are doing. Same applies to you.
To build a successful digital marketing business, you need to know your where you are right now.
If you don’t measure the progress of your success, then you don’t know what’s working and what is not.
You will not understand what to stop and what to change. And thus, you will not understand on what techniques you should use next.
Okay, now that you have measured the progress of your website, what do you measure? What numbers should you focus on? What is most important and what is not? How does one result affects the other?
In this guide, you will learn the 7 most useful digital marketing metrics for your online success.
The first thing you need to know is the number of persons coming (visit) to your website – traffic. While traffic may not be the end of it all, it is very important.
Traffic gives other metrics air to breathe.
You need to know your traffic so you can know if your visitors are converting.
When looking at traffic, there are three metrics you will find similar but are different. They are:
All demands place on your website are hit. This could be a file download, or search engine bots crawling your website.
Your visit is the total number of persons that visits your website at a particular time range. It doesn’t matter if it’s a referral or direct entry.
Your unique visit is the number of a repeated visit on your site. If you blog about digital marketing, and you have a die-hard fan who visit your 10 times a week.
You will have an increase of unique visit. It is a way of telling you how often people come back to your site–an insight to your popularity.
How do you increase your traffic?
How do you increase the number of people visiting your website?
I present to you the four most effective ways ever know in online marketing.
Search engine optimization
SEO is great if you have a long-term plan for your business. This will need more of your time and energy.
Social media marketing
You should use this if you need large followers on the social sites. Few of your followers may once in a while visit your site.
If you want people to keep coming to your website, then you need to market your content. By publishing great content, you build trust and engage your visitors.
Ads will give you quick result but it’s best if you have something instant to sell. This helps you cover up for your ads expenses.
I encourage you to pay attention to your traffic.
The second digital marketing metrics you should focus on is your bounce rate.
From the word bounce. To bounce means to move up and down, or back and forth.
Your bounce rate tells you the number of persons who came to your website and leaves immediately.
It means people actually came to your site (you had visited). But they didn’t engage (read your post or open other pages) with your website.
If you have 100 visits on your blog, and your digital marketing metrics show you have 90% bounce rate (that’s way too high).
What this means is that 100 people came to your website. Only 10 interacted with your website.
The other 90 persons left without clicking on anything (post comments) on your website.
But here is the thing…
Bounce rate does not tell you the entire story. It’s possible out of the 90 who bounced (left doing nothing), 85 actually read your post till the end.
This is common with news blog.
A lot of persons will come to read your post with no intention of liking, sharing or leaving comment(s). But they will read your post till the end yet, your metric will show them as bounce.
Also, bounce rate does not tell you how long a visitor stay on your website.
You can use my metrics below to measure your bounce rates.
0% -25% – Excellent
26% – 40% – Very Good
41% – 65% – Good
66% – 80% – Poor
Above 80% – Very Poor
Note: This bounce rate differs according to website types. A good bounce rate score for an health blog will be excellent for a news blog.
But once your bounce rate is above 80%, it is poor irrespective of your website type.
Another digital metric you should consider is the average time of visitors on your site.
He who spends one minute on your website is likely to interact more than he who spends 30 seconds.
And this longer stay may reduce your bounce rate.
How do you reduce your site bounce rates and increase visitors’ time on your site?
First thing first…
Write contents relevant to your readers. The more they found your content useful the more they read. Simple!
Design your website to load under 3 seconds.
Your website speed will also influence how high you will rank on Google.
I tell you not to judge a book by its cover. That doesn’t apply to your visitors. They will judge your website by its looks.
So, have someone design you a good-looking website without sacrificing the speed.
You want your visitors to say, “wow”
Part of what makes your website attractive is the color you use. If your visitors don’t feel okay with your website colour, they will leave early.
It’s your advantage you understand color psychology.
Keep rinsing and repeating till you get what works best to make your visitors stay longer.
Page views allow you to know how visitors are interacting with your pages. Though, it doesn’t consider who viewed it.
The visitors who load up the most pages engage more with your site. And the more page views they view, the higher your chance of converting them.
So, how do you increase your page views?
The best free way is to keep your visitors reading. The more they read, the more you suggest other content to them.
You see why I said content is the key to having a good digital marketing metrics.
It is not about creating too many contents, but about creating a quality one for your readers.
If your content is long, you can split it into pages. It will increase your page views.
Your referrer shows where your visitors are coming from.
It helps you know if they typed your site address on their browser or from a third party website.
The third-party site could be a social media site (Facebook) or Search engine (Google) or another site.
If you do SEO, referrer is the way to know if your SEO is working.
You will know these looking how many visits you are receiving from Google.
Also, if you blog digital marketing and your visitors are coming from other related blogs, that’s a plus to you.
It helps you know that people coming to your site are digital marketers.
Your conversion rates tell you how many of your visitors are helping you achieve your goals.
These goals could be you collecting their emails or them buying your offer.
The best way to measure your conversion is to look at the end results.
If I want to know how many persons downloaded my eBook and gave me their email. I will check the number of metrics on the “thank you” page.
For a visitor to have seen the thank you page, he/she is already a convert.
As much as visit, views, engagement are important, conversion is more important.
How do you know you are not wasting money on ads? Your conversion will tell you.
This digital marketing metric is a must if you area serious with business.
How can I improve my conversion rates?
Create two similar versions of your landing page, but with minor changes. This change could be colours or even text on the site.
The difference should be little so you can know the exact thing causing low conversion.
Whatever landing page that works, you continue with that. Split testing is best with paid traffic than free traffic.
And one of the great way to increase your conversion is to show the right offer to the right visitor.
This digital marketing metric will help you know the number of person coming back to your site.
This doesn’t include first time visits.
How can I increase my returning visitors?
There are many ways to this.
Be consistent in your post publishing.
Another way also is to give them of your next post. With this, they expect your publishing.
Churches do this a lot. The pastor’s tell gives you an intro into the next Sunday topic and you found yourself again.
Use social media and email to keep people engaged and ask them to read your new article. With these, they keep coming back.
But the best way so far is to be consistent with publishing content. I will keep coming back if there is a promise of new content on your site.
CPA, CPL, and ROI
If you run ads, then Cost Per Action (CPA) is important to you. It more like Pay Per Click (PPC).
PPC tells you how much you are spending per click with no concern if they convert or not.
CPA tells you how much you are spending after your visitor may have converted.
You can achieve this by looking in to your analytics to know how many visits you have and how many are converting.
Cost Per Lead (CPL) tells you how much you are paying for leads. Leads are details (email, phone number) you receive from visitors.
ROI tells you about your total profit after removing all expenses–ads, hosting, and more.
How do I improve my CPA, CPL and ROI?
The best way is to target the right audience with the right offer.
Target demographics with less competition, and you won’t have to spend much on ads.
Spend on advertising that give results (CPA) rather than one that charge for showing up.
Using Facebook ads, for example…
Don’t pay for impression (views). Don’t pay for engagement (likes, shares, and comments). Pay for action (page likes or messaging).
And I put a full stop here.
I hope you have learnt a lot from the 7 ecommerce marketing metrics explained above.
Start measuring your ecommerce success today.