This article discusses 4 KPI’s that every web-based campaign can evaluate using their web analytics software.
- Volume of Traffic
At its most basic level, the strength of most campaigns is assessed by traffic numbers using their visitor tracking software. That’s a reasonable place to begin.
It can be argued that driving a large volume of visitors to your website is a good return on advertising. After all, it is certainly increasing familiarity with your website and your business’ offerings. However, if users are bouncing from your web pages after only a few seconds of viewing, that’s not really having a positive effect on your company’s bottom line. It’s critical for campaign managers to measure bounce rate in conjunction with page hits as a beginning step to gauge the effectiveness of the message that their advertising campaign is delivering and how their visitors are aligning that with what they encounter on your website.
- Traffic Source(s)
Website visitor tracking and understanding the origin of the traffic to your website can give valuable insight into what is working and lead to suggestions about how to increase traffic from sources that aren’t doing as well.
Different types of web traffic sources include:
Organic – This refers visits to your website/web page from a user clicking on the link in search engine results — Bing.com, Google.com, etc.
Direct – These visitors that have a saved bookmark or type your url directly into their browser to reach your website.
Referral – Traffic that is redirected from another web page, such as a blog or social media site
Campaign – This is the traffic of most interest to marketers. These are leads, redirected to your site from an advertisement or other type of campaign.
By setting and measuring KPI’s based on traffic type, along with bounce rate, you can get a clear picture of how your campaign is performing, relative to visitor volume driven by other sources.
- Social Media Traffic
Social media has become too powerful of a source of visitor leads to ignore. With campaign costs that can be no or low cost, this highly-popular means of reaching your audience is a must. The quality of leads tend to be higher, since this is customer-initiated traffic. And, these users already have expressed an interest in your company’s offering.
The standard KPI metrics that can be measured include:
Traffic volume metrics from the individual social media venues
Comparative traffic metrics for each of the social media outlets
Customer-initiated actions from each of the social media sites, such as responding to an ad or post
Additionally, analytics can be assessed by date/time and the effectiveness of social media content and message updates can be evaluated on how effective they were in generating leads.
Unquestionably the most important web analytics KPI is determined by customer activity after landing on your website.
This KPI will tell you how effective the impact of the message on your landing page is. If you’re not receiving a high number of customers downloading your e-book, lead generation or purchasing of your products and services, this could signal problems with the web page’s copy, its button design, your call to action or a lack of supporting customer reviews.
These can be modified and run in A/B testing at Clickback to assess the effectiveness of your changes.