Since the inception of online marketing, the marketing community has put a lot of stock into clicks. The single tap of a mouse pad or button takes a fraction of a second to do and for a while, marketers have relied on these priceless seconds to analyze performance for sites, emails, and advertising.
This brief but crucial instance drums up a lot of questions that take almost infinitely more time to answer than the act of the click itself. Did the site visitor click on an ad? Does that mean that the ad was engaging enough and if so, should more inventory be bought for this ad? Or was it an accidental click?
Clearly, the click cannot complete the story behind the customer’s journey. But these 5 metrics can help fill in the blanks and you must certainly pay attention to these key performance indicators as you measure progress.
Interaction depth – okay, so your site visitor clicked something on your site, in your email blast, or your ad. Now what; what else has the person done after that first click? Did he or she fill out a form to receive a white paper? Or did he or she send a request to be contacted by a salesperson? Pay close attention to what occurs immediately after that first click.
Time spent on your site – This metric is especially pertinent, especially for media publishers. Seeing what articles and content users spend the most time on speaks volumes to editors as they plan ahead for future pieces. You can apply this same mindset for the content on your site. Chances are, if visitors are spending a considerable amount of time on particularly pieces of blog posts on your site, then it would be in your best interest to keep making that kind of content. Using a heat map feature will help you determine the hot spots your visitors spend the most time on.
Frequency visitation times – What times of the year and day does your audience visit your site the most? If you have an e-commerce business, then you probably get a lot of traffic for the holidays. Or if you run a seasonal business like a bikini line, you’re probably getting a lot of traffic during spring and summer. Know your peak times and plan your advertising and marketing accordingly.
Interaction per unique view – This is a useful metric to apply to your social media activity to get an overall feel your engagement per reach. For example, to gauge the overall effectiveness your Facebook efforts, combine the total likes, comments, clicks, and shares and divide that sum by the total number of unique visits. Depending on your methodology, you can weight these metrics differently as a share might hold more weight than a like. The result of this calculation will give you a cumulative, concrete value you can use to quantify your social media marketing.
Optimization based on popularity – Last but definitely not least is optimization. Who are your top customers? What are your most popular selling products and services? Pay attention to what works and what doesn’t and trim the fat where necessary.
In summation, don’t put too much stock on a click. You may have clicked this article, and if you made to this point, then this article succeeded in getting your attention. And if you commented on this article, then this article has left an impression on you.
Andrea Misir is a Staff Writer and Social Media Strategist at Venerate Media Group. When she’s not busy writing about the wonders of social media and marketing and making social media and marketing wonders happen for her clients, she enjoys yoga, going to the gym, and sipping on an occasional Old Fashioned Mad Men style. She is based in NYC and has worked with a variety of big and small brands, including Sprint, J&J, Showtime, and more