There are so many numbers to crunch and analytics to track that it can be tough to figure out which metrics you should be using to show a return on investment. The numbers you track and measure, will be different for various platforms and different parts of your internet marketing strategy. Here are a few key metrics to keep in mind when you need to either show someone results or to figure out where you need to improve:
- Landing Page ROI Metrics
- Traffic: How many people have visited your different pages?
- Unique & returning visitors: This will help you determine how you can get people to keep coming back to your site.
- Time spent on your page: Are they reading all your content or clicking away to your shopping cart page? Worse still, are they clicking away from your site altogether?
- Conversions: A landing page should always have a goal. Whether the goal is to get people to download a free white paper or to buy a product on the site, this is the metric that will show you how much value is generated from your page.
- Email Marketing Campaign ROI Metrics
- Bounce rate: This is the number of emails that don’t get delivered. Perhaps the email address is inactive or there was a typo in the database? Be sure to remove the emails that aren’t working as repeatedly sending emails to these addresses will cost you money and can even cause certain email clients to mark you as spam.
- Open rates: If your emails aren’t getting opened, then try a few different email subject lines.
- Unsubscribe rates: People unsubscribe from mails when they receive irrelevant content. If you have rising unsubscribe rates, then it’s a clear sign that you are missing the mark.