Digital Marketing Standards The ability to accurately assess the results of digital marketing campaigns, especially in online channels, is an important feature of this type of marketing.
But when evaluating the results of digital marketing activities, many Digital Marketing Standards do not know exactly which criteria are most important.
There are Key Performance Standards ( KPIs ).) and several criteria for measuring the effectiveness of digital marketing campaigns, which you will read below to identify some of the most important criteria.
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digital marketing standards
These traffic standards can show you problems with a website as well as provide information about users.
Website Traffic
Most digital marketing strategies focus on driving traffic to a business website. That is why it can be said that website traffic is one of the main criteria of digital marketing.
Site traffic represents the number of visitors to the site and includes all new and old visitors.
This traffic is measured on all pages of a website and can assess the overall performance of your website.
When measuring site traffic, you should pay attention to the sudden drop or increase in traffic and the reasons for this.
traffic source
Traffic source is another important metric identified in digital marketing.
source shows you how visitors are likely to be directed to your website. In the list below, we have provided the most popular sources of website visits.
Organic Search: When users naturally access your website from search engines like Google and Bing.
Direct: When users visit your website by typing a URL directly into their browsers.
Referral: When a website displays a link to your pages to its users, users enter your website through that link.
Social: When a post or comment has a URL Your website redirects the user to website pages.
Paid Ads / Paid Search: When users come to your website through your ads on Google or other websites.
For the best online digital marketing strategy, you need to balance the traffic resources of your website.
If all the traffic to your website comes from one source, you may experience a severe drop in traffic when you make a small change in your strategies.
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New and previous visitors
You should also consider the number of "new visitors" and "recurring visitors" when evaluating your digital marketing campaigns. This metric can be displayed and evaluated throughout the website or on a specific page.
This online marketing metric can help your team understand how many new users are visiting your website and how many visitors are coming back to your website.
Not all of these users may register a purchase but this criterion is important to the company anyway, as it can give you a lot of information about users, quality of website availability, ease of purchase, customer brand awareness, and more.
If your shopping cycle is long enough but many users do not return to your website, your website may have a problem that you are not aware of.
You don't convince enough people to buy a service or product, or your website is too slow and users prefer not to come back.
New sessions
The term "session" is defined in Google Analytics Each time the user enters the website which is one of the criteria for evaluating digital marketing campaigns. These sessions may involve the user moving between several pages of the website or leaving the first page.
Every time a new user arrives on your website, Google Analytics Logs a new session and monitors the user closely to see how many people have been drawn to your website.
This metric is sometimes referred to as "traffic" because it determines the number of people who visit a website. This metric does not directly affect your performance but assessing it and measuring sudden changes in traffic can help your business improve its digital marketing plan.
Time on the page
"Time Per Page" is also an important criterion in digital marketing. This metric shows you the average time people spend on web pages.
There is no ideal time for users to stay on the page, this time only depends on the length of the page, the type of content, how much the user is interested in the page, and your suggestions.
In general, the longer users stay on your pages, the more attractive your content will be to them. But you have to keep in mind that most users read the content of web pages for a short time, so you cannot expect them to be on the page for a very long time.
To estimate the optimal time per page average, it is best to look at your website from the perspective of external users.
Taking into account the length of time you spend on the page along with the bounce rate gives you a better view of the pages.
If the bounce rate on your pages is high and the time you spend on the page is low, your pages will not be of good quality. To solve this problem you should check your pages and improve their quality to create a better user experience.
bounce rate
"Bounce rate" is a measure of users' sudden exit from a website. This metric shows the percentage of people who leave or go to another page on your website before interacting with them.
It is important to keep users on the website because the more users are on the site, the more likely they are to become customers.
Ideally, the bounce rate should be zero or close to zero percent, but this is impossible. However, if one of the pages of your website has a high bounce rate then you need to improve it.
The problem with high page bounce rates can be the inappropriateness of the page content or ad text written in the images.
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the device
With the increasing use of mobile phones and tablets, companies can no longer afford to ignore the "device" standard. This metric shows you how many users in any percentage of website sessions are accessing the website through different devices.
The "device" standard typically includes desktop, mobile, and tablet. Knowing about popular devices will help you optimize your website for different devices to create the best user experience.
It also lets you know when a user has had a bad experience working with a website on a mobile device, if necessary. Most of the time these types of pages are not optimized for mobile and don't have a "responsive design".
When considering a device as a result of digital marketing campaigns, you should also consider bounce rate, page load time, and landing page bounce rate.
The high rate of bounce and exit pages and the short duration of users on the page on mobile devices indicate that your website is not well optimized for mobile and is not "mobile-friendly".
This can hurt organic traffic acquisition strategies and advertising.
exit rate
Exit rate is also defined as an important criterion in digital marketing. The bounce rate metric shows you the percentage of users who left your website after visiting more than one page.
The difference between bounce rate and bounce rate is that in bounce rate, the percentage of people who leave a website after visiting a page is evaluated.
The departure rate can show you "customer travel". This metric can show the impact of your team's online digital marketing strategies to identify and address existing issues. This improvement will directly affect other metrics and your earnings.
Defining revenue metrics in digital marketing
Digital Marketing Standards - Whatever technique you use for online digital marketing, you must ultimately assess its impact on your revenue. One of the advantages of digital marketing is that it simply shows the relationship between your strategies and your main goal. Below you will read the definition of several revenue metrics in digital marketing.
exchange rate
Conversion rate tells you how many audiences became customers through a call to action ( CTA .).).
TA can encourage the CTA People to take various actions such as purchasing products or services, contacting the company, registering to receive an email newsletter, etc.
For example, if only 4 out of every 100 people who saw the "Sign Up" call button signed up, the conversion rate would be 4%.
Making changes such as changing your call-to-action or changing your ad text can help increase your conversion rate in this example.
click rate
Click-through rate ( CTR) Calculates the percentage of users who clicked on your ad compared to the total number of people who viewed your ad. In many cases the CTR is low.
For example, the average click-through rate in Google Ads is less than 2%. But this does not mean that you should be satisfied with the low click-through rate of your business.
Companies should always look for ways to increase CTR. Useful strategies in this area include experimenting with various ad texts, making attractive suggestions, optimizing landing page designs, etc.
Cost per lead
Cost per lead tells you how much it will cost you to convert an audience into a customer on your website on average. One way to analyze cost-effective leads is to evaluate all the factors that contribute to finding potential customers, such as the total cost of click campaigns and the number of people reaching your landing pages.
Many marketers believe that a successful campaign is when the cost of a lead is lower than the average cost paid by users on a website. The lower the cost, the higher the revenue.
Not knowing how much a potential customer will cost can be detrimental to the business. After assessing and estimating the cost for each lead, you can use methods to reduce that cost and increase the number of existing audiences that are interested or satisfied.
CPC
CPC is an important metric in evaluating advertising campaigns. This criterion evaluates the average cost that a company pays per click on ads. CPC varies depending on the business region and the level of competition for the most used keywords.
You need to monitor your CPC over time to evaluate and improve the CPC for your digital marketing campaigns.
You can also look up the average CPC in your industry. Evaluating your keyword data will also provide you with information about this metric.
Cost per customer attraction
Cost Per Acquisition ( CPA) is a measure of how much, on average, a company pays per customer transfer. The definition of customer conversion varies depending on the company's digital marketing goals.
For example what you want to do to identify people as "customers" could be buying a product or service, registering a contact form, liking a post, or filling out a form.
When considering this metric, you must take into account the value a customer or potential customer brings to your business. for example
If a manufacturing company spends 50,000 tomans to convert each customer into a customer and the interested customers can bring millions of tomans in revenue to the company, then this CPA is cost-effective for the company.
But an online store that earns 25,000 tomans per sale with a similar acquisition cost of 50,000 tomans will be a loss.
CPA cost also depends on your bid price on click ads. Optimizing these offers and ultimately reducing CPCs will also lower your CPA.
ROI
It shows the "Rate of Return on Capital" ( ROI .).) How much money do you make as a result of selecting different digital marketing strategies for your business?
The rate of return compares the cost of launching digital marketing campaigns to the revenue generated from these campaigns. If the ROI is negative, your business is losing money.
It can be said that the rate of return is the cumulative result of your digital marketing efforts and its evaluation is quite simple. If the ROI is positive, the business is destined for growth and success, and if the ROI is negative, the business strategies have issues that need to be addressed.
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