6 web marketing metrics every small business should know
Only 21% of businesses effectively track and analyse their return on investment metrics with regard to their marketing content. 15% do not track them at all. Here are 6 marketing metrics, particularly useful in web communications, to help you better understand the key elements to consider for your web marketing.
1. The bounce rate
This rate represents the percentage of internet users who arrived on your site… and then left immediately, without clicking anywhere or attempting to navigate further.
Monitor the bounce rate of your web pages. If a page shows an overly high bounce rate, try to analyse the reasons and test a few changes to optimise that page.
2. Session duration
The purpose of a website is to retain its visitors. The longer an internet user stays on your site, the better. Aim therefore for engaging content that encourages the internet user to stay for 2 minutes rather than 5 seconds.
3. ROI
ROI indicates your return on investment, weighing the revenues generated against the cost of your web marketing.
4. Cost per lead
As its name suggests, this is the cost required to obtain a lead. It is important to keep this cost relatively low. It is calculated by dividing the production cost of a piece of content by the number of leads generated.
5. Lead-to-client ratio
This ratio corresponds to the number of leads required before one of them converts into a client.
The number of leads required will ideally be low, but not so low that every lead becomes a client. While this might seem like a good thing at first glance, it also suggests that you are not investing enough time or money in your leads — and that by doing so, you would obtain far more leads converting into clients.
6. Acquisition cost
This refers not to the cost per lead, but to the cost per client — i.e. the amount required to acquire a new client. The lower this cost, the better for the business.
The acquisition cost is calculated by dividing marketing costs by the number of new clients.
We hope these metrics will help you gain clarity on the strengths and weaknesses of your web marketing practice. In the same spirit, discover the 10 email marketing metrics to know and monitor.
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