Despite the power of social media in connecting with customers these days, your brand’s website is still a vital piece of the puzzle for attracting business online. Your brand’s website serves as a central hub where your company can provide customers with service, information, data, news, product information and so much more.
To maximize the use of your company’s website, it’s important to measure activity and analyze this data. If you’re not sure which metrics to track, here are three of the most important metrics to look at to judge the performance of your business’ website:
1. Engagement
Customer engagement on your website is a measurement of how long a visitor spends on your site and what they do while there. In most cases, the content on your site, whether text, video or images, will be what engages visitors the most. You may consider using a customer messaging tool to determine which messages resonate best with customers and then replicate that on your site. Doing so can improve engagement, and you will be able to see this when analyzing the engagement metric.
2. Conversions
A conversion on your brand’s website means any action that you want the visitor to take. Many businesses measure conversions as sales, but conversion can be anything from filling out a form to clicking on a link. What you decide to count as a conversion is up to you, but measuring conversions is a great way to see where your marketing efforts are paying off and where more work may be needed. Google Tag Manager is a fantastic free tool for tracking conversions, but there are plenty of paid resources available to do this as well.
3. Geolocation
Measuring data regarding where your website visitors come from can be very helpful in determining where you should focus your marketing dollars. You could use a customer messaging tool to send out notifications related to a new product or service offering. From there, you can track metrics on your brand’s site that tell you where you’ve received the most response in terms of engagement. This metric can then direct your future marketing efforts on your site as well as through your messaging tools.
Read a similar article about customer engagement platform here at this page.
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