As SEO experts, we hear customers ask this question all the time… How do I get to the top of search rankings? Yes – Ranking high can be an indicator of high website traffic. But it’s more important to evaluate the quality of the traffic, as targeted traffic is the only way to make your digital marketing services worth your budget.
Instead of focusing solely on increasing web traffic, think about the metrics that illustrate how your campaigns are actually making you money. Why pour funds into increasing traffic when those visitors aren’t interested in buying your services? Take the same funds and apply them to improving traffic quality.
Next time you consult with your Digital Marketing Specialist, ask about improving these six metrics:
1. Total conversions – A conversion varies depending on the desired action from your potential customer. In fact, you may have a number of different conversion types that carry different weight.
For example, you may direct traffic to a page containing both a free download and a click-to-call button during a campaign. Clicking on the free download should be considered a substantial interaction, but calling your office is a higher value conversion.
2. Conversion rate – A conversion rate takes into account the number of conversions compared to total traffic. This is where paying attention to web traffic matters but only if your campaigns generate quality traffic. Ideally, more and more of your overall traffic will turn into conversions.
3. Revenue gained – Revenue is your ultimate goal when you engage digital marketing services. And each conversion may result in a different amount of money funneling into your business. The revenue that each conversion brings into your business should be considered in the conversion value.
So while you may count only 10 conversions in a given month that lead to $1,000 each in revenue, the effort can be considered more successful than a campaign that yields 50 conversions at $100 in revenue. Choosing a campaign audience that has the potential to yield the most revenue is a solid strategy for making your marketing dollars worthwhile.
4. ROAS (Return On Ad Spending) – If you can replenish your ad budget AND produce additional revenue, you’re in good shape! Keeping an eye on your ROAS is the best way to determine which tactics are working and where you should allocate your marketing dollars in the future. If a campaign doesn’t yield a sufficient ROAS, consider changing your approach.
5. Cost per conversion – Cost per conversion is another way to justify spending money on online ads. If you’re advertising a high cost service, a higher cost per conversion may be completely understandable. But a high cost per conversion for a low cost service may not be worth your budget. Consider which services can provide the best return on investment thereby sustaining your ad campaigns and effectively growing your business.
6. Customer loyalty – While many of your ad campaigns are meant to attract new customers, keeping your current customers happy is equally as important. Maintaining an active blog on your website and posting regularly on social media can help your customers continue to feel connected to your business. And if your current customers are still spending money on your services, finding an abundance of new customers isn’t as crucial to your business success.
As your Digital Marketing Specialists, we want to boost your quality website traffic and increase your customer conversions. Contact your Customer Success Coordinator if you have any questions about how your website is performing.