KPI, Critical Performance Indicator. Easier said; The most important figures that we look at to determine the success of our (online) marketing efforts.
Which numbers?
What figures do you look at to assess the success of using your online marketing? What goals do we have to achieve?
You have an objective with your company and to achieve that objective you have made a plan about the use of online resources. It is then very useful to know in advance which figures you will be looking at. This helps you get the right insights from the first moment. With the right insights you also know what else might have to be done. What is going well and what could be better?
From reaching the right people with the right message. To the visit to your website, your store, your app or your social media. With the ultimate goal of turning this visitor into a (loyal) customer.
Reach the right people
So it starts with reaching the right people. What statistics can you look at to determine if you reach the right people? For this too we go back to the basis of a company; the target group description. The better you know them, the easier it is to determine whether you reach the right people.
Almost all online marketing resources give you insight into issues such as age, gender, interests, and so on. Those are
also exactly the statistics that we are going to view first. Does our message reach the right people? Then we continue to the next step; the right message.
Invite them with the correct message
We now know that we reach the right people, but does the message match? For example, consider the call-to-action. Is it inviting? Try to delve into the (information) needs of your target group so that your message is consistent.
Here too the customer journey returns. Someone who is about to buy something is more interested in a targeted offer than in general information. Someone who is still orientating needs more help with making the right choice than with a targeted offer.
We tailor our message to the person and the phase in which it is.
We gain insight into this by looking at statistics such as which search query is used in the search engine, which pages on my website have been viewed and this visitor has already visited our website before. The better you understand the customer journey, the more relevant you can make the message.
Encourage them to complete set goals
If you have done this correctly, we will get the right people through the right message on our website. It must then happen on your website. To assess the quality of a visit to your website, we look at statistics such as the time your visitor stays on the website, how many pages are viewed per visit and which route is followed by your website.
We also look at which visitors complete the desired goals. Think of a purchase in a webshop, filling in a contact form, a newsletter subscription, a download of a brochure, and so on. The better you define the goals of your website, the easier it is to assess the quality of a visit. Continue to improve your website so that a larger percentage of your visitors transfer to the set goals.
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