Let’s take a look at the metrics that should be keeping you up at night…
Monthly unique visitors
It doesn’t matter how poor your conversion ratios are; more traffic will always result in more leads and ultimately more customers. Whether you have a virtual adops team in house or you choose to outsource to a firm that specialises in ad trafficking services – London firms should always monitor this metric.
Search engine traffic
If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. This should be measured on a monthly basis by your team or firm – alternatively you could use a weekend adops cover from your digital marketing company for a more tactical approach.
This may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web.
Social media traffic is also considered as referral traffic so it is most definitely worth measuring success here.
This isn’t just a traffic metric but also an engagement one. So if you’re doing inbound marketing and your percentage of returning visitors is increasing then there is a good chance these users will turn into leads and future customers.
No engagement will always mean no leads and no customers.
Visitors to leads ratio
This is where ad trafficking services – UK based – can come in really useful! Converting visitors into leads is one of the main responsibilities of a digital marketer meaning it’s vital that this ratio is calculated on a monthly basis to really define the campaigns success.
Leads to customer ratio
There is no point in having leads or email subscribers if they don’t turn into paying customers. Again, this metric should be measured and analysed on a monthly basis to ensure you’re going in the right direction.
Customers to repeat customer’s ratio
It’s much easier to convince a previous customer to buy from you than a new one – so it is vital that you employ digital trafficking services to ensure you remain on top of this. If something isn’t working and if your customers aren’t coming back, you need to find out why.
It’s recommended that firms who take their marketing campaigns seriously employ a reliable digital trafficking company who has the knowledge, tools and experience to help you find out what’s working and what isn’t, for ultimate business success.