We’re big fans of the legendary Peter Drucker here at Click Magnet. One of his famous phrases that gets re-quoted often around the office is, “You can’t manage it if you can’t measure it.” While originally this was applied to his seminal work in management we can easily see how it applies today in the world of online marketing.
How many times have you been asked if your internet marketing plan is working? How do you know if it is “working?” Well you need to have some key performance indicators to track your efforts. In the following article we will attempt to give you at least a few basic ones you can use to evaluate your progress.
1. Visitors / Unique
This is assuming of course that you’ve installed Google analytics or a similar product allowing you to see the data associated with your website. If you haven’t done this stop reading this article and go install Google analytics!
Okay…so you’ve got plenty of data up and running. What is a unique visitor? Generally speaking it is the amount of separate folks that visited your website in a given amount of time. While one unique visitor may have visited several times during that time period, if it is the same person they are counted as ONE unique visitor. Keep in mind that any one KPI can’t be evaluated properly without a look at the entire picture.
2. Geo location
Where are your visits coming from? This is very important for a business. Do you sell much online or are you a local business? If you only sell locally and a good chunk of your traffic is coming from another country you might want to evaluate your position. If on the other hand you’re a destination location and you start to see a trend from a different geographic region you might want to consider shifting some of your marketing and advertising budget to focus on this potentially lucrative pocket of interest.
3. Technology, including mobile or desktop
Are your visitors reaching you from their desktop or their mobile device? Is your content optimized for the device your visitors are using?
4. Visit Duration and Bounce Rate
This is a very important factor to consider when evaluating your site. You can have hundreds of people hitting your site on a daily basis, but if they’re leaving as soon as they arrive they’re not much value to you. These two factors go hand in hand. You want a low bounce rate. (Bounce rate is the amount of visitors who leave your site after seeing just one page) And you also want a high time spent on site. After all if they’re spending more time your site they are likely interested in the information you have to present.
5. Page Views
Folks can sometimes overlook the basic page view KPI. This metric can be very valuable when evaluating your site for engaging content. After all you want to see that your visitors are looking at multiple pages during their visits. This means they find your site helpful and interesting. If most people are stopping by for one look and then they’re out that probably means you should take a look at either your navigation or your content in general.
Measuring your metrics is an ongoing process. It can help set up benchmarks and starting points for all of your marketing plans. Start looking at your analytics – get familiar with how to find the metrics that are important to you.