You put your heart and soul into your digital marketing campaign. You updated your social media pages frequently, sent out targeted, personalized sales emails, and shared engaging, quality content on your blog, all with the hope of driving leads, attracting new website visitors and ensuring the success of your company.
But now that it’s time to measure the success of your marketing campaign, you’re at a loss. How do you know if you’re reaching prospective customers? How do you measure effective digital marketing? Which marketing metrics should you pay attention to?
The advantage of digital marketing is that the results are at your fingertips. All you need to do is identify the right metrics. Familiarize yourself with the following metrics to measure the effectiveness of your digital marketing campaign.
To determine the success of your digital marketing campaign, you can measure total visits to your healthcare website. Your homepage should be the main target, but you can also focus on visits to other locations. Are you running a pay-per-click campaign for a landing page? Count the number of visits to that page to measure the effectiveness of your strategy.
If you see a significant decline in traffic one month, you can investigate your marketing channels. Maybe, you’re sharing a blog post on the wrong social media platform. Or perhaps, you need to up your number of emails.
If you notice a specific location on your site isn’t attracting enough visitors, you should take a long, hard look at the page design. Is this page useful to your customer? Is the copy well-written or is there room for improvement? Should you feature a new health tech product or service? Once you've diagnosed the problem, you can take a stab at fixing it and see if your numbers improve next month.
Your percentage of new sessions helps you understand how many of your website visitors are new versus recurring. Found on Google Analytics, this metric tells you if your website is persuasive enough to encourage repeat visits.
If you’re seeing an alarmingly low number of repeat visitors, you’ll want to take a closer look at your website and identify weaknesses. Is your website design confusing and cluttered? Then, you should consider simplifying your design and improving user experience. You only have a few seconds to win over new website visitors; make them count.
The bounce rate is the percentage of visitors who leave your site after viewing only one page. For example, if someone visits your homepage but leaves without clicking on any other links, they will have “bounced.”
Generally, you want to aim for a low bounce rate because you want visitors to engage with your website. When visitors explore your site and learn more about your company, they are more likely to download content, click on your call-to-action or purchase your health tech product. Basically, the more time they spend on your site, the more likely they are to convert.
A high bounce rate can indicate that visitors aren’t finding what they’re looking for or the page isn’t user-friendly. If you’re seeing an unnaturally high bounce rate, there are some changes you can make to reduce the number of bounces. You could try enhancing user experience, offering new content or attracting the right visitors. If your digital marketing campaign isn’t targeting your ideal customer, your outreach efforts will suffer.
How you define “converting” depends on the company. It could be signing up for a newsletter, filling out a lead form or making a purchase. Whatever it means to your company, there’s no denying that it’s a great way to measure the profitability and success of your digital marketing efforts.
You have the option of measuring conversions on your site, depending on its infrastructure, or through Google Analytics. Make sure to set yourself a realistic goal for conversions. If you’re seeing poor conversion rates, you may need to rethink your content offerings, redesign your website or add more calls-to-action. Website visitors should always know the next logical step to take, whether it’s subscribing for a newsletter or completing a checkout.
You've invested substantial time and resources into your digital marketing efforts. Ensure their success by setting realistic goals and measuring and analyzing results constantly. Regularly checking these metrics will help you refine your marketing tactics and create an effective digital marketing plan.