Digital Marketing has become one of the most important factors to ascertain the growth and reach of any company, small or big. Key Performance Indicators (KPIs) are used to measure the success of an organization or campaign according to the progress towards its goals. Fundamentally, KPIs are measurable metrics that can be represented through rates, should be compared, and is dependent on the brand and type of website.
Before we move on, if you need help with your digital marketing campaigns, feel free to reach out to us. Check us out here.
General website KPIs include the following:
- Source Classification
This indicates the basic segmenting of website traffic based on sources and mediums. Types of sources include search engines, referral websites, direct (organic), email, and custom campaigns.
- User Types
This KPI separates the users based on the actions they have performed on the website. For instance, the users who have filled out the contact form will be separated from the users who simply viewed the page.
- Rate of Conversion
This variable determines the number of users who have performed the desired conversion actions on the website.
- Bounce Rate
This parameter measures the number of users who left the website as soon as they landed on it without performing any action. The Time on Site KPI is also related to this.
KPIs are segregated into four major categories. This includes the Visibility KPIs, the Interaction KPIs, the Geo-Targeting KPIs, and the Transactional KPIs. A graphical representation of the various constituents of the four parent categories is illustrated below.
Let us take a look at the 5 most sought after KPIs in the Digital Marketing sphere and their constituents.
1)Cost for Customer Acquisition
For a successful conversion, a potential customer must transform into a customer. The total monetary requirement to make that happen is called Customer Aquisition Cost (CAC). It includes all the research and marketing costs along with the total product cost. The various factors affecting CAC include:
A structured and accurate CAC is required to assess which of your spendings are investments and which are simply expenses.
2)Conversion Rate of your Landing Page
The landing page is distinct from other pages of your site since it is built on one core objective and its whole design and functionality are based on that. Limiting the options for the user in terms of navigation can be productive in guiding them toward your objective. The expected commitment from the user tends to be inversely proportional to the conversion rate. For example, conversions will be higher if the goal is signing up for a newsletter by just providing an e-mail id, whereas the requirement of credit card details for the goal might result in lesser conversions. This KPI focusses on:
- Organic Traffic
- Paid-Search Traffic
3)Mobile Traffic Conversion
The amount of time users spends on their mobile is too big to be ignored. With smartphone engagements reaching an epidemic scale, it is necessary to optimize your site for the smaller screens. It is also important to keep an eye on the conversions garnered from mobile devices. Universal Analytics by Google has provisions for all the marketing related tasks to be optimized for mobile devices.
Seemingly trivial Social Media metrics such as the number of likes, shares, comments, subscribers et cetera have an inevitable link to other revenue and monetary metrics. The number of leads generated is also an important factor to consider.
Customer Lifetime Value is a profit predicting metric. It can help you determine the necessity to further invest in CAC (Customer Acquisition Costs). Basically, if LTV is low, CAC is needed. LTV also determines the total revenue a customer is bound to generate for you in his/her lifetime. Visitor loyalty is also another related metric if you have a non-e-commerce website.
The macro-economics based 80/20 rule introduced by Vilfredo Pareto in 1906 echoes across the Digital Marketing terrain enunciating that 20% of the input determines 80% of the outcome. Therefore, it is necessary to know where to concentrate your resources and marketing strain. Google Analytics is the most effective tool to assess your lead generation, social media, SEO and advertising strategies which directly translates into the success of various components of your campaign or website contributing to the achievement of your goal.
As always, feel free to reach out to us if you need any help with your digital marketing campaigns. Check us out here.