In an increasingly online world, business is getting more and more competitive.
Consumers are all over the Internet, from social media to organic search to browsing your competitor’s pages.
Information is everywhere for the consumer, and it comes in massive waves for marketing strategists as well. This makes it hard to know the best marketing tools to use.
Multiple website metrics are out there to track online activity. They also answer questions about consumer behavior.
How can businesses find what really works to create the desired action? Read on to find out!
Here Are Three Website Metrics to Use in a B2B World
1. Know Your Channels
The way your consumer gets to your page influences how they react to it. There are four common methods of finding a website online.
The first is called organic search. This is because it feels like it happens naturally.
Say your business is a coffee shop. Your consumer likes coffee, and they want to try a new place. They enter “coffee shops” into a search bar.
Your page comes up and happens to be the one they click on.
Another way to drive traffic is via B2B referrals. This can happen when a consumer finds your page on another website, like a blog or news site. When it comes from a social post, like Facebook or Instagram, it is considered social traffic.
The last is the most instant for consumers who know exactly what they are looking for. It is called direct traffic. This is when someone types your website directly into the search bar. They know you, they love you, and they are intentionally looking to interact with you online.
Are your consumers mostly repeat customers or first-timers?
Understanding your channels and considering website metrics, like bounce rate and unique visits, can help answer that question. It can also improve traffic.
2. Consumer Interaction and Retention
Once a potential consumer gets to your site, they start interacting.
The idea is for them to reach a landing page and stay there. You want to hook them and make them engage further.
A consumer might get pointed to a particular blog post or product offering, then be curious and click around. They will read more blogs or look at your “About Me/Us”, contact page, and so on.
The important website metrics to measure in this step of the funnel are average session duration and pages per session. This will tell you if your content is interesting (longer time spent on a page), and interesting enough to keep browsing (pages per session).
The best B2B marketing strategies use such metrics to understand where to spend the budget and what customers are interested in online.
3. Conversion Rates
The point of your website is to make a sale.
Depending on what your company offers, this “sale” can be many things. It can be an actual purchase, a subscription to your blog, or maybe a download of that free e-book.
The more of your traffic that converts to consumers, the better.
Conversion rates are crucial. It is worth noting other metrics are useful, and necessary, to boost this area of your site’s data.
It all works together. The more you know how to work it, the better off overall success and spending will be.
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