Post Menu and Details.
- Email Click Rates
- Website Bounce Rates
- Email Marketing Automation
- Traffic Sourcing, Full-Funnel Close Rate
- Summing It Up
Reading time: ~4 minutes
If done well, marketing can be instrumental to the growth and stability of your business, but it is a skill few businesses can master. If you aren’t routinely comparing the before and after through inbound marketing metrics, there is no point investing your time, energy, and money in inbound marketing mechanisms. These give you an indication of whether or not your strategy is working. Any business that spends time analyzing metrics always gets an edge above others.
The following are 5 inbound marketing metrics that help you track marketing performances, and then in turn fine-tune the gaps to achieve better returns on marketing endeavors.
Email Click Rates
Many business owners and marketers neglect to check and measure the performance and efficiency of their email marketing strategies. Emails are a primary and essential method in reaching a large consumer base almost instantly, without much cost. The function of said emails is to remind customers of your business products/services and persuade them to probe further and open the email. Secondly, the information contained in emails improves the quality of your sales funnel. Sending “nurturing” emails is a practice that can pique consumer interest in your offerings, hence the importance of using metrics to determine which direction your strategy is taking.
When doing this, it is essential to remember that some features are impossible or difficult to manipulate, such as bounce rates and delivery rates. Instead, focus on the metrics you can improve on, such as open rate, click rates, and click-to-open rates. To make sure your emails are improving upon these three metrics and to master getting over 30% open rates every time, use the tools provided by SaaS email marketing to guide you.
Website Bounce Rates
Bounce rates indicate the number of visitors that perhaps clicked on your website but left without taking any further action or perusing your website further. This is another essential marketing metric, the results of which you can use to improve your website. A high bounce rate indicates that your website’s marketing funnel isn’t necessarily compelling visitors who click on the site to stick around and browse. This has a direct impact on consumer conversion rates since the persuasive element is most likely being compromised.
The metrics of bounce rates frequently point out flaws in CTA buttons to guide users along the sales funnel, website UX and website optimization. There may be perhaps a lack of usage of internal links to provide users a reason to probe further into your website. Observing the metrics allows you to bridge whatever gaps in your sales funnel are causing a high bounce rate on your website. Technicalities of the website like long page loading times, 404 errors, broken links, and other issues may also be a reason for high bounce rates.
Email Marketing Automation
Automating your email marketing may be the best decision you can make in achieving a good sales funnel. This automation picks up the pace of the sales cycle by quickening marketing, which enables your information to reach a more extensive potential customer base.
To automate your marketing process, you can use tools like SaaS Marketing Automation, which dramatically changes the pace of conversion rates. This tool times email deliveries by tracking the most probable times recipients click on the mail, measuring the performance of other functions in the system, setting up the email nurturing sequence, and overall improving the sales funnel.
Any conversion rate above 20% means that your email automation software is performing sufficiently well. Keeping this metric, in particular, a priority greatly improves your marketing.
Traffic Sourcing, Full-Funnel Close Rate
Observing website traffic is also a very good metric in finding indicators of where you should focus more. If engagement is coming from one sector more than another, you will know to step up marketing in that sector. Traffic sourcing must be a high priority if you are a new business or have just launched your website. There should be enough visitors to get the sales to funnel going. Websites that are unable to scope out this early group of visitors may fail in proving to be practical marketing tools. Use tools like SaaS email marketing templates to further streamline the directions to your website.
You can also predict how the business will be performing by applying some simple mathematics – keeping in account your sales cycle duration, i.e., a month, and the full-funnel close rate. First, tabulate the total number of visitors clicking on your website in a month and divide that by the number of visitors who actually became leads and customers. You can use these numbers to predict, well in advance, the expected number of customers clicking on your website and becoming leads at any given time of sales. Next, check the average time a potential customer spends browsing your website or online store, till they become actual customers.
This is an important metric used to determine if advertising and marketing campaigns, content, and messaging are streamlined correctly and working. For inbound marketing metrics, qualified leads are extremely important, since they analyze which groups of people are more likely to be interested in the product/service you are offering. People who, for example, share personal information such as their email to gain access to things like blogs and discount codes are qualified leads. These leads are more likely to become your customers since they have already shared their information in return for access to your offerings.
By getting consumers that can be considered qualified leads into the sales funnel, and tabulating this number to check the efficacy of advertising, your business is always well-prepared. There are many tools that indicate qualified leads, especially on social media, such as the number of organic searches on Google, engagement with Facebook ads, email subscription rates, and much more.
Summing It Up
That’s all for inbound marketing metrics from our side. Particularly email click rates, website bounce rates, email marketing automation, traffic sourcing, and qualified leads are the most useful metrics through which you can track business progress. Besides these, there are many metrics you can use to calculate and predict marketing efficacy depending on the type of your business.
Thank you for reading!