Digital marketing is collective effort made by a set of activities directed at increasing the popularity of web properties owned by the businesses. The success criterion for various types of digital ventures is different. Some need more number of hits or page views, other need to reach more and more number of unique visitors. Let’s understand some important metrics that can help you gauge the real status of your digital marketing campaign.
- Page views or hits
Page views are the number of times a page link is clicked and viewed by a visitor(s). If a visitor closes the browser after viewing the page and comes back to the page after opening it again, it increases the number of page views. This may be beneficial for the tutorials, fiction or publishing models of businesses that thrive upon loyalty of the visitors. But, when the website is built for the purpose of expanding the reach of a product or service, then the number of unique visitors is important. This metric is one of the criteria for achieving higher Alexa rank.
Why Alexa Ranking is Important? Find here: https://www.trafficbot.uk/blog/why-is-alexa-rank-important/
- Unique visitors
A unique visitor is one that reaches the website or web page from a unique IP address. Every mobile phone, computer or laptop has its unique IP address. If a person from a single IP address visits the web property multiple times, he will just be contributing to the page views or hits, but the number of actual visitors will remain as one only. Thus, this metric is one of the toughest to achieve and holds lot of important for a digital marketer promoting a brand.
- Time on Page
This is one of the metrics that help evaluate the quality of the website qualitatively. No matter how many users hit your page in any browsing session or set of sessions (understand difference between session, hits and users: https://www.trafficbot.uk/blog/sessions-users-and-page-views-understanding-the-difference/), if they do not spend any significant time on it and take no action, it is a sign of no interest from them. It, certainly, is a serious situation, especially in case of e-commerce site where the visitor is expected to spend time on the website scrolling through the products and making purchases. This metric directly tells that there is something miserably wrong with the page. It may be content, navigation, design or combination of all. Thus, this indicator of poor engagement needs to be taken seriously to meet the very purpose of digital marketing campaign.
- Bounce rate
From the time on page, another metric is derived, that is – the bounce rate. Bouncing means the visitor leaves the page as soon as he visits it, without taking any action on it. Higher bounce rate is certainly the cause of concern as it indicates poor engagement quotient of the web page. It can affect the online business badly as the business entity will not be able to achieve anything out of the investment made in establishing the online venture.
So, make use of these metrics to evaluate your campaign quality and make timely changes in it to avert the bigger disaster.