I used to be a big math guy. I took all the math I could in high school and college. I took advanced statistics, physics, and even achieved a solid C in my IB Calculus class (Thanks to a lot of help from my friends). Ok, so that class didn’t go well… But you get the point.
Numbers are incredibly important to everything we do, including your marketing campaigns. The only way you can see the results of your marketing and continue to improve is to look at the numbers.
The problem is, most people don’t know where to start. There are a lot of different stats to look and each of them has a different story to tell. So what stats are the most important to consider?
The Most Important Metric For Each Marketing Channel
With your emails, there are two major stats that tell you the best story – Open Rate and Click Rate.
Open Rate tells you what percentage of people opened the email and read it. This is a super important number to get to know when you are testing out different types of subject lines and descriptions.
Click Rate will tell you the percentage of people that actually clicked through on the CTA of your email. This is super important to understand so you can improve the actual content of your email. The style, colors, copy, and call-to-actions are all things you can test to try and improve this number.
Now, what is the only thing better than each of these numbers by themselves? How about putting them together. Click/Open Rate is a number not many people look at but gives you much better insight into the content of your email. This percentage gives you a really in-depth insight into how effective your email copy is. Unlike normal click rate, which takes into account everyone, including those who didn’t even open your email, Click/Open tells you how effective your copy was for the people who actually read it.
People love having followers. I get it, it seems super important to have a huge audience and it feels good to see that number go up and up. However, what if I told you this number is much less important than you might think?
Followers are great, but why does it matter to have followers if they are not engaging with you?
Engagement rate is a number used to calculate how much your followers interact with your content. The whole point of social media is to be social, engage with your community, and have conversations. If you have a ton of followers but no one wants to interact with you, then you are completely missing the point.
So forget about followers and start caring about how much the people that are there, talk to you (ie. by posting on social media at the right times).
There are A LOT of stats on websites now. With Google Analytics, Facebook Pixels, and the hundreds of other tools and programs out there. It is super easy to get overwhelmed and not understand what you should be looking at.
To me, the most important thing about your website is the experience the person visiting has while they are there – But how do you measure experience?
The first number to learn is the bounce rate. This number tells you the number of people that left your site after only visiting one page. If this rate is low, you know that something might be wrong with your site navigation or your homepage message, because people are having a hard time finding their way around the site. This number can help you big time in converting more visitors into returning customers.
Another way to measure someone’s web experience is their time-on-page. Knowing how long someone is staying can give you a really good idea if the content on your pages is on point.
For instance, if you have a blog and you notice that a pretty long post only has an average time on page of 20 seconds, you might want to change the structure of the post to be more engaging and try to grab their attention much sooner.
Using the right analytics to measure the success of your marketing is absolutely critical. The only way to improve your marketing over time is to test, measure, and test again. Using the numbers and stats we talked about above, you should be positioned to continue to improve your marketing and ultimately make more sales or create more leads for your business.