Inbound marketing yields traffic from many different sources to lots of different destinations on your website. This can make it hard to optimize for. Should you optimize the source, or the destination, or both? But where do you get started. Diving deep into each source as a starting point, should help find what ones are working for you.
Metrics you should think about:
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Then, comparing each of these metrics by your different inbound marketing sources, lets you get super smart. Oh, our guest posts drove traffic that had higher engagement than SEO, maybe we need to go and improve SEO efforts. Or shift where we are spending attention.
Good measurement acts as insurance for inbound marketing, as you can also identify how your program is driving value quarter on quarter. And use quality metrics to show the upper funnel and mid funnel efforts are paying off.