Inbound marketing is a powerful tool for generating leads and growing business because it’s driven by data. Knowing what metrics to look at and how to analyze them makes the distinction between a successful and unsuccessful inbound strategy. Measuring how a strategy is performing in real time, and adjusting accordingly, achieves huge cost savings because a strategy can be changed immediately if it’s not delivering the desired results.
We’ve created a visual aid to help you better understand key inbound marketing metrics your business should aim for.
Of all the traffic your website receives, you should be converting at least 1 percent of all visits to contacts. Each visit should average around two minutes spent on a page.
Returning visitors should make up 20 percent of your visits, the remaining 80 percent should be new visitors. You want your website to attract new leads so your business can continue to grow.
Your landing pages should account for 10 - 30 percent of your new contacts. You want visitors to convert to leads and a great way to do this is through your landing pages.
A good range for click-through rates is between one and five percent. For email, a good range to aim for is one to three percent. Your click-through rate indicates the success of your email campaign or the effectiveness of your online ad campaign. Know if you're putting your dollar bills where it counts!
Whether it's signing up for your newsletter, filling out a form or completing a purchase, aim for two to five percent conversion. Your conversion rate points to the success of your site.
When a visitor looks at your site, you want to look at how many pages they are viewing. Are you providing the information they are looking for? A good measure of website success is at least a two-page visit per session.
Bounce rates are the most misunderstood metric of inbound marketing. Bounce rate is the number of visits in which a person leaves your website from the landing page without browsing any further. Content, lead generations, retail, service, and landing pages all differ in average industry rates.
These are ideal inbound metrics; a good benchmark of success based on data across the web. Every website is different, just like every company is different. The metrics of the success will change for each website.
As Director of Inbound Marketing I get to explore all areas of marketing including writing, brainstorming, strategizing, analyzing, and thinking big. My enthusiasm for people and creativity fuels my commitment to creating inbound content that produces positive results for our clients. I love writing, talking, learning, laughing, doodling, and finding a great quote. Outside of work, I enjoy spending time with my family and friends, reading, all things musical, and being crafty.