Sure, your industry experience and business instincts may tell you who your target demographic is, but it’s not enough. You may be surprised to learn some details about your audience! Similarly, you may be shocked to learn which online marketing tactics are working for you, and which are not.
For sustained success, use crucial website metrics, which reveal the (sometimes astonishing) hyper-current data that you truly need to grow your business.
Use the Magnificent 7 to Keep Up with Your Evolving Online Demographic
Make sure you track demographic information, online activity, and campaign performance, using the website and social media platform analytics, including:
- Organic Search Traffic: Website visits generated organically are those where terms on your website match those that users type into search engines. If this traffic is lacking, sharpen up your SEO (search engine optimization) so that your web pages and/or metadata contain relevant search terms.
- Ad Click-throughs: This data from your website metrics shows you the effectiveness of your keyword ads. The click-through rate is calculated by dividing: the number of clicks received, by the number of times your ad shows up (total ad impressions).
- Bounce Rate: Bounces are short visits, where users view a single page only, spending little time on your website. This could mean visitors are not finding relevant or interesting content on the landing page. You may need to add more internal links to entice visitors to further navigate your site to raise your pageviews per session, another important metric.
- Conversions: The conversion rate measures the number of visitors who complete the goal you’ve set for this particular ad, social media campaign and/or landing page. The goal could be a purchase, email list signup, subscription or content download. Use this data to tweak your ad copy, the place or time/day you run your ads or other marketing/promo details.
- Referral Links: High quality, relevant backlinks from other successful (high traffic and/or .edu, .gov or industry-leading) websites are a sign of credibility—and can help your position in SERPs (search engine results pages), giving you higher page ranking.
- Load Time: It’s urgent to test, and minimize, average page loading time on all devices and browsers. Without paying attention to this website metric, you could have some very frustrated website visitors/customers or, more likely, visitors abandoning your page before it finishes loading. In addition, search engines won’t rank your site highly if load times are long and/or visitors bounce away.
- Indexing: Search engines know your pages exist and include them in search results, only after crawling (indexing) each page. Google analytics shows you which pages are problematic (not indexed, blocked or removed).
For more personalized guidance on website metrics and analytics, plus other tactics to grow your business, contact Connectly Marketing today.