The success of a digital marketing strategy is based on the analysis of several specific data. Indeed, in this perspective, it is necessary to check particular parameters called performance indicators or KPIs.
These elements make it possible to evaluate the effectiveness of an online presence and all the actions taken to promote a website. Discover in this article 15 performance indicators to consider for this.
1. The number of leads generated
It is not enough to create a website to make your business work on the internet. Apart from positioning it, it is essential to adopt an effective marketing strategy.
This is why it is advisable to check the objectives of prospect acquisition. Several digital tools are available online to do this job properly.
They allow you to see the progression of a site’s ranking by showing the curve of leads generated in real-time.
READ MORE: How to rank your site well on Google in 2023
2. Traffic
This parameter corresponds to the number of visitors a website obtains, thanks to different means of communication.
This can be done by directly searching the site using the corresponding URL. Using the organic flow generated by a natural referencing strategy is also possible. Redirection from social networks is also possible thanks to link sharing.
Paid traffic generated by advertising actions on the Internet is also effective. A visit obtained by emailing campaigns also makes it possible to count and know the number of visitors to a website.
3. The rate of new contacts
Landing pages are typically used to convert Internet users into customers through online forms. Using these elements is handy for acquiring new leads.
However, it is necessary to differentiate the Internet users who fill in the contact fields to know the effectiveness of these landing pages.
This performance indicator shows whether the information obtained on the forms comes from regular visitors or new prospects.
4. The lead conversion rate
This KPI corresponds to the percentage of visitors to a site converted into leads. This parameter is essentially intended to check the effectiveness of a content marketing strategy.
Indeed, it is used to know if the platform’s information meets Internet users’ expectations.
Therefore, it is imperative to offer relevant content in this context. You also need to insert calls to action strategically.
5. Conversion rate per channel
Website traffic can come from different sources. Therefore, it is necessary to find the best possible approach to capture visitors’ attention to convert them into actual customers.
It is in this perspective that this indicator intervenes. Indeed, it aims to show which communication channels manage to generate more quality leads.
This allows you to adjust your marketing actions in a relevant way.
6. The conversion rate into customers
The objective of a digital strategy is to encourage Internet users to consume. To do this, it is generally necessary to apply several techniques to transform visitors and prospects.
This KPI makes it possible to analyze the quality of its leads and the effectiveness of its marketing actions.
If this seems high, the strategy applied is therefore relevant. Otherwise, points for improvement must then be made to remedy this.
7. Click Through Rate (CTR)
The traffic obtained by a landing page generally comes from action buttons placed on web content.
These elements must be analyzed to know the quality of the corresponding generated flow. Usually, a low CTR reveals that a site cannot win quality leads.
To remedy this, it is possible to update these call-to-actions or change their location, for example.
8. The relevance of the keywords used
The choice of a good keyword is essential to determine the performance of web content.
By analyzing this element, particularly the traffic it brings, it is possible to improve its natural referencing strategy.
This makes it possible to know the types of messages, formats, and approaches that interest Internet users from this perspective. To do this, it is, of course, sufficient to conduct an SEO audit of the corresponding page.
READ MORE: SE Ranking vs Ahrefs: Which all-in-one SEO tool to choose?
9. open Email rate
Emailing campaigns can prospect new customers, inform prospects or retain them.
This KPI is an essential element that reveals the effectiveness of these marketing actions. This is the percentage of Internet users who consult the emails sent.
Several tools are available to assess this performance indicator. Using these programs helps find the best way to make these campaigns more effective.
10. The percentage of leads
There are two distinct practices for acquiring potential customers on the internet: natural referencing and sponsored actions.
Online advertisements manage to drive traffic as well as essential leads to a site.
The SEO techniques carried out in an “organic” way also make it possible to have this result. This performance indicator allows you to know which approach brings the most leads.
11. Deliverability percentage
This KPI evaluates and measures the quality of a company’s database. If this parameter is low, the information received by the company is therefore missing or erroneous.
Indeed, if this information remains correct, the deliverability rate can only be at the maximum.
Applicable during emailing campaigns, this element reflects the number of messages “actually” delivered to recipients. And this is about a database.
12. The number of quality leads
It is possible to generate quality leads through various means on the internet. However, the performance of these actions must be checked to find the best possible approach.
This KPI aims precisely to analyze the customer journey to improve prospects’ decision-making phase.
From this perspective, it is advisable to carry out this check monthly or daily. This entirely depends on the objectives of the company in question.
13. The bounce rate
This is the percentage of visitors who leave a site on their first connection without browsing other pages.
This indicator checks the quality of Internet users’ sessions on the reception compared to the general traffic obtained by the address.
Optimizing SEO, site loading speed, and other elements are recommended to improve this parameter. The intervention of a specialist in the field will be essential.
14. Churn Rate
This KPI is essential to check whether the marketing actions adopted by a company are practical or not.
This indicator reflects the number of customers who no longer want to receive notifications from him.
To remedy this, ask about the reasons for this withdrawal, and optimize its content and data. Personalizing the messages sent and adding value to their information is also possible.
15. The conversion rate of quality leads to actual customers
To transform a simple visitor into a consumer, it is necessary to ensure at each stage of the customer journey.
This is why a company’s marketing and sales team must work together at any time. To do this, it is essential to align the company’s offers with the prospects’ real needs.
This technique makes it possible to trigger the purchase decision effectively. This conversion rate is then used to evaluate the results of this strategy.