So you're up and running, the buttons send people to the right place and you're popping up in google search results. What now? Nailing a good looking website is the first step, but what comes after is the testing, to ensure that each function is not just functional, but as good as it possibly can be.
Although it can be said that improving your inbound strategy is something that never ends, it doesn't mean it shouldn't be done effectively. On the contrary I would argue that a good inbound strategy is the key point that separates an attractive website from an effective website. To assist with this I've made a checklist of the metrics you can utilise to ensure that you are getting the data you need to be the market leader.
1. Percent(%) of Home Page vs Non-home Page Visits
Users are increasingly skipping website home pages and going directly to their blogs and content offerings. As applying good SEO practices to your blogs and offerings can drastically increase the key word range of your website, promoting your rankings and attracting more customers. This causes users to skip the homepage, and consequently miss any promotional offers or messages they would have overwise seen.
To circumvent this problem many developers are adding landing pages and popups to other areas of their sites, to increase their user's exposure to their promotional offers. To know if its required however and to what extent, monitoring of traffic to each of the pages should be assessed to see how users are accessing your website.
Bounce rate refers to the percentage of users who access your website and immediately leave. Measuring bounce rate is important because it can affect your rankings on google and can indicate that for example, that the website is referring the user to pages and content that does not correspond with their interests.
Watch the videos above for a deeper understanding of the effect of bounce rate and some easy ways to reduce it.
Duration is the time spent on your website. It includes not just the amount of time spent on your website, but also which pages drew the most attention and retained viewership for the longest. Understanding what your viewers are looking for and knowing what they are most interested in on your site is key to understanding what kind of marketing messages and call to actions need to be emphasised the most.
Acquiring data on this can be done easily by using heat maps and overlays to see what buttons and which parts of the website users are mousing over and clicking on the most and at what stage after having entered the page.
4. Marketing Outcomes
Marketing outcomes is a measure of the responses that a change or experimentation has on the website. This can be measured by assigning a number to each of your CTA's, input fields and conversions. By adding the sum of meaningful actions that a user takes before and after a marketing action, the effect of the action can be measured, and reported as a metric called the Marketing Outcome.
The expected outcome can vary greatly depending on a number of factors, such as impact, relevance and cost. So knowing the metrics before and after is essential for understanding the impact of decisions, especially for referral in future marketing decisions as they can be compared to outcomes of previous changes.
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5. Micro / Step Conversion Rates
Step Conversion Rates are a measure of the website's ability to function in place of a physical sale. Where you would measure the effectiveness of a sale at each of the different stages of customer conversion process. This assesses metrics each point, for example how much time they spend making a purchase decision; and uses questions for the customers at these stages to solicit answers.
Some examples of uses of these metrics include adding a chat bot at the lead decision stage. Another is by adding a time delayed CTA in a popup to encourage possible leads to make a decision, especially valuable if they are spending too long in the consideration stage.
6. Brand Search-term Strength
This specific metric is very powerful for identifying a repeat customer base, and refers specifically to visitors who accessed the site through a specific search of the brand's name, or directly through the written URL.
7. Email Activity Level
Email is used for maintaining relationships with customers, not just for post purchase decisions, but also to encourage further spending with new products and services.
8. Hurdle Rates
Hurdle Rates are highly customisable and based on specific criteria defined by the marketer; most typically used to assess the usage rates of different users based on their experience with the website. By using this data it is possible to create banners for example, that greet new users, or welcome back old users who have been dormant. A company can also measure the number of users within a given time period to create reportable data based on these parameters.
9. Emotional Response
The emotional response is very important aspect of web design that captivates users and keeps them on your page. And although it is so important, it is also very difficult to measure, especially when considering the effectiveness of a change to a person's emotional receptiveness of that change.
However there are 3 key areas that have been identified to affect the Emotional Response the most.
a) The Brand Book - The Brand Book refers to the rules of the brand itself, the colours of the brand, the lines and even the type of images it shows, all contribute to "the brand."
b) The Colour - The colour doesn't refer the the brand specifically, but more the colour of the marketing message, and even down the the colour of the button that is used for a CTA.
c) The Entourage - More often than not The Entourage contributes more to the feel of a brand than the brand itself does, this includes the things and the people that your marketing message tries to associate to your brand.
With this checklist, you're ready to approach your website and your inbound marketing strategy to ensure that everything has been accounted for.
Dzhuli, A. (2018, July 23). Exploring the Impact of Emotion in Web Design. Retrieved from Speckyboy: https://speckyboy.com/impact-emotion-web-design/
Faeth, B. (2014, May 7). 25 Reasons to Love HubSpot for Free. Retrieved from Inbound Marketing Blog: https://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/344766/25-Reasons-to-Love-HubSpot-for-Free
Tallack, R. (2017, Aug 23). Customer Engagement Metrics. Retrieved from Conversion Point Technologies: http://blog.conversionpoint.com/2017/08/23/customer-engagement-metrics/
Weaver, B. (2018, Sept 11). Landing Page vs. Homepage: What’s the Difference? Retrieved from Instapage: https://instapage.com/blog/website-homepage-design-vs-landing-pages
Dave Chaffey, P. S. (2013). Emarketing Excellence. In P. S. Dave Chaffey, Emarketing Excellence (pp. 30-31). Milton Park: Routledge.