It’s important that the digital marketing agency you choose promises and works on the relevant metrics. Things such as numbers of likes and shares tend to have more to do with vanity and can’t do much to help you improve your bottom line. The following are the most important KPIs your digital marketing agency should keep track of.
#1. Unique Visitors
The base metric (KPI) your agency should measure and try to improve on is the number of unique visitors on your website. This initially seems simple enough, a good campaign will yield more visitors, while a bad one won’t — however, it’s a bit more complex than that.
Namely, the people coming to your site should be within your target audience. Otherwise, there won’t be a boost in your conversions, and you’ll miss out on the people who actually need to see your site. So, in addition to measuring (and improving) the number of unique visitors, you also need to keep track of their interactions.
#2. The Bounce Rate
The bounce rate shows how many visitors exit your website, without truly viewing it and consuming any content. A high bounce is the biggest indicator that the viewers are not seeing anything worth sticking around for, or are turned off by its design.
A digital marketing agency can help you reduce the bounce rate, by better researching who entered your page and why they left. Additionally, they can create better visuals for you, that will help reduce the bounce rate.
#3. Time Spent on Site
This KPI is somewhat similar to the previous one, as it also keeps track of the time users stay on your website. However, its goal is to showcase how interesting and relevant your content is. If you offer high-quality content, a user will spend more time on your website. Thus, they’re going to gain trust in you, and their visit will likely result in a sale.
For example, if a user searches for a Digital Marketing Agency in Sydney, they won’t spend any time on a website if the content doesn’t seem appealing. Thus, the visit won’t result in a sale and will be a huge waste of resources for both parties.
However, if the company (and its website) give off the impression of being professional and trustworthy, a user will spend more time there, which will ultimately result in a sale.
Cost Per Click
CPC is a popular advertising model that allows you to only pay for the ads when they are clicked. If you have a high CPC, it means that your ads aren’t optimized as well as they could be, and aren’t reaching your target audience. A digital marketing agency can help you reduce these costs, by creating targeted ads that always reach the right audience.
Don’t be swayed by an agency’s promises of hundreds and thousands of likes, rather, ask them how they can help you increase your bottom line. Ask the agency what their plan is on increasing sales, and whether they’re using metrics that will show you some ROI. After all, you don’t want to pay a premium price for an agency that can only guarantee more likes and not a tangible increase in sales.