Your inbound marketing is a fluid process of constantly working to improve your reach, conversions, and sales ratios. The beauty of inbound is the ability to track and analyze complex analytics that can help you to gauge your website’s effectiveness across areas like attraction, customer nurturing, engagement, and conversions. The ability to track customer behavior from first contact through the close is invaluable and can tell you a lot about what’s working with your strategy and more importantly, what isn’t.
One key tool for digging into the numbers is a web grader. A web grader is a software that measures key performance indicators (KPIs) to give you a greater understanding of your inbound strategy’s effectiveness. The goal is to gather as much quantitative data as possible from your online efforts to help you continue to refine and improve your user experience, and increase your site’s effectiveness.
To truly get into the numbers requires more than just using Google Analytics. A web grader will examine your sites effectiveness across social media platforms, as well as SEO rankings, conversions, and efficiency of your CTAs, landing pages, and overall user engagement.
Diagnosing Problems With A Web Grader
Examining your sites KPIs with a web grader can be enlightening. Along with gauging your sites performance across key areas, you can also compare your site against your competitor’s to determine gaps in your strategy.
A good web grader will examine and compare basic indicators such as:
• User Engagement – Time spent on site
• Page load times – responsive design features
• Mobile performance
• Keyword effectiveness – SERP rankings
• Sales path data – track and grade users from the first contact
These are just a few of the areas that a grader will examine and analyze. A good program will also offer suggestions as to how to improve areas that may be lacking.
Some KPIs To Watch
By understanding how your site is performing through grading, you can begin to determine which KPIs may be lacking and what you can do to improve your site’s performance. A few indicators you can track with the help of a web grader tool include:
• Cost per Visit, Cost per Sale
Determining your ROI for your web efforts is an important element of targeting, budgeting and measuring campaign effectiveness. By getting into the numbers and learning what each sale is costing your business, you can begin to reallocate funds to the most effective channels to increase sales and lower your overhead cost, giving you an increase in ROI.
• Sales Per Channel
Inbound provides you with the unprecedented ability to determine exactly where your sales originate. Unlike traditional marketing, which can be difficult to measure, inbound marketing sales are completely traceable from the first contact thru close. A web grader can help you determine which channels are producing and which are not.
• Time to Conversion, Product or Service Page Conversion Rate
Engagement or keeping your prospect interested and on your site is a great KPI to help you understand your sales cycle and conversion time. Measuring conversion time can also help you to understand and measure product performance, which content is productive, and how customers proceed through your sales funnel (customer lifecycle).
These are just a few of the KPI’s a web grader can help you to track and understand. If you’d like to learn more, visit the Marketing Matters Inbound website and take our Inbound Marketing Assessment. We’ll audit your site, grade it’s effectiveness and offer suggestions on how to close the gaps in your marketing. The best part, it’s totally free!
Marketing Matters Inbound is an inbound marketing firm specializing in online conversions, content strategy, call-to-action mapping and traditional media placement. Our experience in B2B digital marketing and traditional media allows us to deliver results through a strategic media mix. We believe in aligning and merging marketing and sales/operations for optimal return on your marketing investment.