Online Marketing: Action Over Reaction
3. Abandonment rate and goal conversion rate. We're always testing different elements of our landing pages in an ongoing effort to improve the more common key performance indicators (KPIs) that we track, such as the percentage of website visitors who don't complete a goal (abandonment rate) and the overall percentage of visitors who complete a goal (goal conversion rate).
If you haven't started using the power of your analytics program to track conversions, you should immediately make it a top priority.
3 Tips to Put Content Marketing Metrics to Work
Here are three additional tips that help us focus on driving more actions instead of reactions when evaluating and refining our content marketing efforts.
1. Know when to look. It's important to examine key metrics on a regular basis so you can react as quickly as possible. If your only interaction with metrics is on a monthly basis, you'll be able to do far less with the results.
Looking at your reports on a monthly basis is often not enough, but daily analysis can be too much. You don't want to shift your team's focus from creating great content to worrying about anomalies in website traffic.
The key is to find the right balance for your organization. Figure out which metrics matter the most to your organization and reduce the number of KPIs you're looking at based on those findings. It's also critical not to compare metrics such as page views or unique visitors month over month. Seasonal spikes in traffic—like the holidays, for example—can skew your data.
2. Know what to look for. Reactionary metrics such as "length of visit" or "number of page views per visit" will be difficult to change. The key is to understand your customers' purchasing process and how your content affects lead generation and sales. Pay attention to where the customer entered the sales funnel as a result of your content efforts.