If your brand has a website and your marketing team has an active digital marketing strategy, but you’re not tracking your results, how do you know if it’s working? Now, I’m not talking about basic data tracking here.
Sure, knowing how many site visits and pageviews you got in one month is important. But, what about the audience who is viewing your website? At the end of the day, converting visitors into leads, and then leads into customers is the overarching goal of all websites and digital marketing strategies. And hopefully, you’re already aggregating data about the audience who is using your site and where they’re coming to your site from.
However, the deeper you can dive into analytics and the more audience data you can pull, the more you can cater your website to your ideal customer, thus shortening the buying cycle.
If you’re not already aggregating these analytics about your audience, it’s time to start:
A good place to start when pulling data about your site visitors is to view what percentage of your visits come from new versus returning visitors. While it’s always great to see a high percentage of new visitors coming to your website, it’s equally important to see a solid percentage of visitors returning to your website.
Why? Having a large amount of returning visitors means your audience finds your website worth returning to, whether that be because of unique, informational content or online offers. If you aren’t seeing a high percentage of returning visitors, it’s time to reassess your digital marketing efforts to come up with some ideas to make your website more “sticky.”
2. Gender and Age
When it comes to demographics, gender and age should be at the top of your list. Just as men and women have different interests, so do different age groups. For instance, you wouldn’t market to a 50-year-old man the same way you would market to a 20-year-old woman.
By aggregating the age group and gender of your site visitors, you’ll be able to create content and offers catered to their interests. Plus, if your brand utilizes social media advertising or PPC campaigns, you’ll be able to use those demographics to reach your target market more efficiently.
3. Lead Sourcing
Let’s talk about sourcing a little bit. When you pull your website stats, you probably pull how many site visits your website received and then break the sourcing down to see whether the visits came via organic efforts, paid efforts, referral sites, etc.
But, what about your leads? In addition to pulling how many web leads you received in a given month, why not take it a step further?
Depending on the CMS tool your company has, you can aggregate your leads’ referring site. This can tell you if your web lead went into Google, typed in a specific keyword phrase, found your site and converted. Or if they came from a referring site and converted. Or if they clicked on one of your PPC ads and converted.
Why is this important? This data tells you which sources not only drive traffic to your website, but which sources also convert that traffic. Then, you can up the ante on your digital marketing campaigns for the sources that convert in order to drive more qualified traffic.
Going hand-in-hand with lead sourcing, customer sourcing works the same way. By pulling your customer data through your CMS tool, you can compare your customer list to your lead list to comprise a list customer sourcing data.
This takes your lead sourcing one step further. Pulling customer sourcing means you can see not only which online sources convert visitors into leads, but also the sources that then convert those leads into customers. This allows you to attach a dollar amount to your digital marketing efforts.
5. Path to Conversion
Finally, if you can aggregate path to conversion through your CMS or through Google Analytics, do it! Essentially, path to conversion is the path a visitor takes once on your website to convert into a lead. What pages did they visit? What was the order of the pages they visited? Did they go back and forth between pages? How long did they stay on those pages? Did they leave your website and come back? How many pages on your website did they visit overall?
This data allows you to see which pages on your website offer the highest conversion rate and how long your average visitor takes to convert. Then, you can drive more traffic to your highest converting pages to see more of a return on your investment.
Start Analyzing Your Audience Data Today!
Ready to dive into your data and drive more conversion through your website? Sync Web Designs team of analysts can aggregate your data and analyze your metrics to help you see what is and isn’t working on your website and in your digital marketing strategy. This way, you can drive more qualified traffic to your website, resulting in more lead conversions and more revenue for your business.
Get in touch with Sync Web Designs today by calling 866-397-7962 to speak to an account representative or visit our website today to get started!