“Did the campaign work? Did we drive business from our summer digital marketing campaign?” These are typical questions that businesses ask when a campaign is complete. One of the key benefits of digital marketing is the data that is available to understand who your campaigns are reaching, and what actions those customers are taking.
Digital marketing campaigns are created to achieve a number of goals, including awareness, website traffic or lead generation. The details of the campaign are determined to ensure that the campaigns are built to maximize success toward those goals. The success metrics for these goals are also called Key Performance Indicators (KPIs).
Your local marketing campaigns direct interested online shoppers to your PowerChord website. With our newly launched Site Analytics tool, you can now access a visual dashboard of the interactions that customers have with your website - from the number of website visitors, to their engagement on the site, to their follow up lead actions. Understanding the traffic to your PowerChord websites allows you to maximize the value of your online marketing investment, optimize messaging and quantify leads.
A key component of site analytics is how many people are visiting your site. User metrics help build out a profile of a typical site visitor and demonstrate if we are reaching your target audience. Three key types of metrics are included with user metrics: new users, users and sessions. New users indicates the quality of your marketing efforts outside of your site, while users gives an idea of how effectively you were able to engage those visitors during their first visit (the more engaging your site is, the more likely visitors are to return).¹ Site sessions can be an important indicator of effective campaigns on directing users to your site.
Depending on the goals of the campaign, the success metrics, or KPIs, will vary. For example, an awareness campaign might generate a large number of new users, while a remarketing campaign will drive higher numbers of sessions. Knowing the goal of the campaign is important to evaluate these metrics.
Behavior metrics help you understand the actions visitors are taking on your site: How long are they visiting the website? How many pages are they viewing before leaving or filling out a lead form? These behaviors can provide valuable insight into your site visitors to help determine how engaged they are with the content on the sites and more. The actions of users can be used to identify any customer journey or audience targeting issues. If users are getting to the site and immediately leaving, this could indicate that digital marketing may not be reaching our ideal target audience. Additionally, these metrics should be used in conjunction with conversion metrics as this can also point to how quickly our leads are converting once they’ve reached our site.
Is our website bringing us leads, more than just website form fills? Are customers filling out leads on a specific page type such as product pages? It’s easy to quantify leads received from your PowerChord site when you receive our lead notifications via email - but your PowerChord site provides leads in multiple ways, not just through form submissions. Users may be calling your business directly or even coming in store after they found your contact information on your website. Command Center does a great job tracking your conversions through the Lead Analytics tool, and now with the new Site Analytics module, you can also see when visitors click to call and when they request directions to your location.
We want to provide as many insights as necessary to optimize your sales and marketing tactics to maximize return on investment (ROI). With the addition of Site Analytics to Command Center, you’re only one click away from detailed analytics on lead activity and now website activity to visualize the overall performance of your PowerChord site.
Check out this recording of an overview of the Site Analytics Dashboard.