2015-05-04 10:54:39MarketingEnglishhttps://quickbooks.intuit.com/hk/resources/hk_qrc/uploads/2015/04/2015_3_11-large-am_5_lesser_known_marketing_metrics_you_should_be_paying_attention_to-372x260-253x163.png5 Lesser-Known Marketing Metrics You Should Pay Attention To

5 Lesser-Known Marketing Metrics You Should Pay Attention To

4 min read

Digital advertising in Asia is growing at an estimated minimum of 20% year on year starting at US$46.59B in 2014. It’s happening for a good reason too.

Perhaps digital’s most valuable contribution to the marketing world is the ability to track metrics. Gone are the days of informal customer polls or placing a newspaper ad and praying someone would see it. Now, businesses can easily track what and where their ads are working, and make necessary adjustments almost in real time.

The only downside is that marketers, consultants and business owners went from having very little in the way of quantifiable data to having an overabundance. Suddenly, new terms and figures were being strewn all over, from “unique visitor” to “cost-per-click.” Companies quickly realized some metrics were more important than others to focus on instead of gobbling everything.

But some of these relegated metrics might actually be worth your time. Here are 5 of them:

1. Time Spent on Site or Page

What does it measure?

Time spent measures the duration of a user’s visit to your site as a whole or to a single webpage.

Why bother?

Depending on the type of content your site contains, it’s important to know that those elements you want visitors to see are actually being seen.

When do I pay attention?

If you’re established, this metric can remain steady. However, if your online presence is fairly new, take good notice of it. A rising metric will indicate that you’re doing well on content engagement, while a lowering metric will signify a huge red flag to do something about your content.

2. Referring URL

What does it measure?

This metric tells you what URL a site visitor was at directly before they clicked to visit your page.

Why bother?

Sometimes the most interesting information can be found among your referring URLs. Besides getting an accurate measure of visits you’re receiving from online ads, you can also look for behavioral patterns.

When do I pay attention?

Not all the time, but it’s worth taking a look at it once every month or so. The objective of this is to flush out the referring links which are not performing and if you are paying for underperforming links, stop and focus on those that matter.

3. Exiting URL

What does it measure?

This is the last URL a user visited before leaving your site or clicking away.

Why bother?

Ideally, all of your site visitors would end their sessions on your “contact us” page, resulting in an influx of leads. However, many visitors drop off long before that. It’s important to track the underperforming URL that leads to high repeated user premature URL exits. Perhaps the user experience isn’t engaging enough, or you might be lacking a major piece of information.

If you sell goods online, and everyone leaves when they get to your online order form, it’s time to look into your order-form interface or even fix your customer service.

When do I pay attention?

Checking this metric every quarter is often enough. It’s also worth taking a look at if you do notice a steep decline in orders or “contact us” emails.

4. Average Number of Pages per Visit

What does it measure?

Quantitatively, it measures the number of pages a typical user visits during one session on your site. Qualitatively, it measures engagement.

Why bother?

If your site is more than one-page deep, you probably want your visitors to spend a little time clicking around to find out more. However, if the majority of your visitors are simply visiting one page and then leaving, you’re sorely lacking any real engagement and probably won’t make many sales that way.

Also, a low average number of pages per visit could indicate an issue with your SEO efforts, so you might want to do an SEO check as well with your specialist.

When do I pay attention?

If you run any Google AdWords or other keyword campaigns, it’s always a good idea to track this metric from the onset; you would want to know if people are actually finding any utility in what you have to offer.

5. Site Path

What does it measure?

This metric illustrates what pages a visitor clicked through while on your website.

Why bother?

While a little cumbersome to decipher, site path is another metric that can provide you with some behavioral insight: What information do my customer consume usually before checking out? While this isn’t a huge leap to make, it can also guide you in shaping your content. Use it to help your customers speed up their visits and save time – they will thank you with higher conversion.

When to pay attention?

If you add pages to your site or change an online process, then it’s a good idea to take a look at site-path data from before and after the change. If your goal is to simplify the ordering process, but the changes you made still result in either a similar site path or in visitors adding new stops along the way, you’ll want to make adjustments to keep the process as simple as possible.

It’s easy to become overwhelmed with data. Continue to pay attention to the “big money” metrics (e.g. unique visitors, page views, etc.), but don’t forget some of their more subtle cousins. The information you uncover could be more valuable than you imagine.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.
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