Successful online marketing for businesses─ including plumbing businesses─ would never be possible if not for two critical aspects: implementation and measurement. The simple premise behind this is that it is one thing to launch a web marketing campaign to promote a business but an entirely different thing to measure its effectiveness and accomplish set goals. Forbes contributor Jayson DeMers agrees:
Measurement is what makes marketing a science, rather than a superstition. For many business owners, marketing is a superfluous expense-something to spend money on only when the budget is flexible enough to accommodate it. This is because the return on investment on marketing is, in many cases, unpredictable. Your ad could be a resounding hit, flooding you with thousands of new interested customers, or it could be a seeming dud, wasting your time and money
To effectively gauge the effectiveness of a web marketing campaign, these metrics must be measured at all times:
Total site visits– A single visit is defined as a collection of documents viewed by a user during a defined time period. The average website has two ways of measuring visits: by putting a simple counter on the front page, or by analysing “raw log files” which are often provided by a web hosting service. By gauging the number of total site visits, a company has a basic overview of the site’s success and provides a better idea of what to do next.
Total conversions– A website’s overall conversion rate is the amount of site visitors that actually purchase a product or service. Conversions are essentially basic representations of a website’s web marketing success, which can be calculated by implementing website tracking as a way of collecting needed data.
Bounce rate– The bounce rate is the percentage of website visits wherein users only view a single page before exiting. Bounce rates are critical because they essentially tell how useful visitors find a website. A high bounce rate means that visitors may find a website boring or completely useless. Improving the bounce rate requires specific, custom changes to a site’s setup. For plumbing companies in need of some SEO tweaking, such changes can be administered through local plumbing SEO firms like Wthree Group of Companies, Ltd.
Customer retention rate– Calculated either annually, monthly, or weekly, customer retention rates pertain to the number of patrons that have stuck around during a specific amount of time. This gives companies a direct insight into how they’re doing in trying to keep customers satisfied.
(Source: 10 Online Marketing Metrics you need to be Measuring, Forbes, August 15, 2014)