When discussing metrics for interactive marketing, most marketers will immediately think of site visitors, click-through rates, and conversions. While certainly key indicators of activity, in many cases these metrics are just the tip of the iceberg for analysis of interactive marketing activities. Utilizing advanced analytics software like
ClickTracks can help brands delve deeper into their metrics to look at the behavior of the audience they reach.
While the specific metrics that you should focus on will be determined by your brand’s interactive marketing goals, the following metrics can provide a more comprehensive understanding of user behavior:
* Visitor Segmentation – Trends in activity may vary between groups of users. Cross-referencing metrics by segmenting user groups can provide a clearer view of how on-site activity breaks down.
* Funnel Activity – While it is good to know what percentage of your visitors view key elements of your site, knowing what drives users to that point makes that information actionable.
* Split Testing – When in doubt, test! Sometimes the most effective and efficient way to determine the best message and presentation for your brand is to test multiple variations and determine the best performing variation.
* Time On Site – While not as valuable as action, Time on Site metrics can provide a good indication of user engagement on your site. If desired actions are not being performed on site, this can help determine if the challenge is usability or engagement.
* Direct Referrals – In many cases, direct referrals can be a proxy for gauging awareness when combined with search referrals using your brand name or domain name as a search term.
While the list above is not by any means a comprehensive list of useful metrics available for interactive marketing, taking a step further with your view of user activity can provide both immediate and long-term value for any brand.
If you would like help with determining the best metrics for your
interactive marketing activities, contact us – we will be happy to discuss your interactive marketing goals with you and determine a plan that allows you to optimize your marketing efforts.
