Every marketer should incorporate aspects like conversion rate, bounce rate, search engine traffic, and page views as their metrics. Conversion rate is the percentage of visitors to the company’s site who take a specific action that the content encourages them to things. For example, signing up for the newsletter or make a purchase. It’s one of the most important aspects of businesses in both franchise development and potential clients. The bounce rate is the percentage of visitors who go to the company site and then immediately “bounce or leave” before clicking anything or any other pages. I work at a fitness studio, and our bounce rate should maintain less than 40%. If it is higher, it may be an indication that visitors are not finding the content helpful or necessary. Marketers need to check these metrics because if they have the right content on their website, they can gain potential or even loyal consumers.
Search engine traffic is the amount of traffic being referred to the brands’ site through search engines like Bing or Google. This gives the company a clear indication of how effective the brands are doing for optimizing the content for search. SEO can help draw consumer traffic to the company website as well as growing its sales and revenue. Lastly, marketers need to incorporate page views as a metric, which is the number of individual pages that visitors click on over a period of time. The page views have to be higher than the unique visitors, because that might show that your audience is finding the company’s content engaging, because people are clicking around to multiple pages. It is essential for markets to measure page views, since this is one of the ways to see where potential and loyal consumers are coming from.