Follow your customers’ journey with digital metrics
Tracking your customer’s journey with digital marketing makes it possible to know whether your digital marketing is working or not. However, figuring out what you’d like to track is not always an easy task. Often, a customer journey consists of different stages: from getting to know your brand to the outcome you want (purchasing something, applying for something, brand awareness, etc.). What you need to know is: how do customers behave when they visit your social media channels and website?
When it comes to digital marketing, you want to be sure that you inspire meaningful interactions. In the end, you want people to be engaged with your website.
What are meaningful interactions?
Meaningful interactions are positive responses to your digital marketing efforts. Examples are:
- Watching a whole video you published and sharing it with friends and family
- Visiting your website multiple times, and/or visiting multiple pages
- Landing on your website and staying for a while
- Sharing, retweeting and liking your content
It’s important to figure out what kind of behavior adds value to your business. Ask yourself: what do you want people to do when they visit your social media channels, website, and/or app? Do you want them to visit specific pages, order a specific product, watch a special video, or share something? As soon as you know which behaviors add value, you can start tracking them!
How do you track meaningful interactions?
There are a lot of tools available that can help you track metrics on your owned channels. These are channels that you control, such as your own website. There are also tools available for rented channels, such as social media platforms like Facebook, Twitter, and LinkedIn. Examples are Google Analytics, Adobe Analytics, and Buffer.
For both owned and rented channels, there are different metrics you can look at.
Let’s start with the owned channels
On your own website, it’s important to track the ‘bounce rate’. A bounce rate is the % of people that land on your website and immediately ‘bounce off’. Imagine a woman called Kate visits your website because she accidentally clicked on one of your ads. She immediately hits the back button and leaves your website. In this situation, your bounce rate will be high.
This is of course not our goal. What we want is a low bounce rate. A low bounce rate means that visitors are sticking around. This shows that your website is matching with what people are looking for.
You should also track the number of pages people visit and how long they stay on your website. Together, these stats will tell you if your website is resonating with people.
Lastly, it’s especially important to compare the metrics of your website on different devices. If your bounce rate is higher on mobile devices and people don’t visit a lot of pages, you may want to improve your mobile design.
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Metrics on rented channels
On rented channels, it’s important to look at the number of likes, shares, and comments on your posts. When people share your posts, they spread it beyond your audience. For channels such as YouTube, it’s important to check your views and how many people watched your entire video or ad. If numbers are high, you know your content is resonating with people!
Do you want help with your digital marketing? Then you’ve come to the right place.
