One of the main challenges for a digital marketing manager is to deliver tangible results from his strategies. To achieve this, it is necessary that website results metrics are measured .
We reaffirm results metrics because many times companies follow vanity metrics &mdash those that have no meaning in terms of sales, such as comments on blog posts, sharing of site publications, among others. To prevent this from happening, it is necessary to come up with a consistent strategic plan that raises some specific metrics. To help you with this challenge, we have put together two:
2 Your Company's Website Results Metrics That Need Tracking
Traffic-to-Lead Conversion Rate
Your company sells to people, right? Even if it is B2B, it is people who close deals. And to achieve this it is necessary that you have information about them. An e-mail, phone number, or even a name that your sales team can search on Linkedin, for example. Only in this way will it be possible to close a sale to a visitor.
One thing is a fact: you need to know who visits your site and have their information to close a sale.
It is useless to elaborate great digital marketing strategies to attract traffic if there are no CTA's installed that request the information that your sales team needs to qualify a lead.
For this, pay attention to your conversion rate of traffic into leads. If it is much lower than expected, develop strategies to enhance this transformation of visits into contacts. Do not ignore this issue. Some good ideas that can help are
- insertion of pop-ups;
- inclusion of links to landing pages in blog content;
- hello-bar on pages;
- alignment of CTA's with the content read by the user, etc.
Lead to MQL
Another important metric to track is how many MQL's your site is generating. Think about it, it is very important to have a good list of leads. But, if none are ideal for the sale, there's no point in capturing those leads. Right?
For example, if your company offers digital marketing services to other corporations, and 100% of the leads captured at the moment are students and teachers with profiles that will not buy the service offered, what is the point of collecting this data?
To improve this issue, we list some alternatives.
- Work the calls in a way aligned with the audience you want to reach: for example, if you want a businessman to convert on your materials, don't just distribute content like "learn the main concepts of digital marketing". Focus on "how to make your company sell more through digital marketing".
- Produce content more in line with the real needs of your persona: understand if the materials produced for your site are consistent with the pains of your target audience or if you are just producing random articles on a subject related to your product.
Which Tools Can Help?
Resultados Digitais offers inbound marketing software that tracks the lead from the first visit to your company's website to conversion into a customer. The platform is perfect for you to understand the conversion process, user life cycle, among other essential issues for the execution of a good strategy.
Through Google's platform it is possible to follow the whole process of a lead's visit. This way, your company understands the users' gateway and can include specific CTA's to increase conversion, for example. In addition, the platform offers several insights to enhance your strategy.
A bit more robust than RD Station, the American Hubspot offers a platform with dense tracking features. You can check from the link that the user clicked on the first conversion to whether he is visiting several pages repeatedly. Imagine if your lead is repeatedly accessing the plans and prices part of your site and you have this information documented! Probably another sale will be closed!
Now that you know that your strategic plan needs to include the tracking of these two website results metrics, how about understanding a little more about the lead's experience on your website?