Today, the multiplication of customer data makes it possible to precisely measure the ROI (Return On Investment) of your actions in order Saudi Arabia Email List to improve your customer experience in real time . What are the main metrics to monitor to assess and manage your customer experience ? Karim Lekhchine, consultant & trainer in digital marketing offers you an overview of metrics to measure the acquisition , conversion and retention of your customers. What are the challenges of metrics? The term metric refers to the measurement indicators used to judge the effectiveness of an activity or a digital marketing campaign (website, mobile, email, display advertising, commercial links, social media, etc.)

There are several hundred exploitable metrics in the field of digital marketing. This is why it is essential to select them in line with your business strategy and your targets. Simply put, your metrics should be SMART: Specific : each metric must be associated with a specific objective Measurable : with a qualitative and quantitative unit of measurement. Achievable : linked to the company’s resources Realistic : based on figures, real facts, analytical tools … Timed : over a given period: daily, weekly, monthly … These metrics determine the factors necessary to measure the overall effectiveness of your campaigns: KPI’s (Key Performance Indicator). Global traffic on the website: When you measure the traffic on your site , do not be satisfied only with the number of page views, but also analyze the number of unique visitors over a given period (per week, per month…).

What are the challenges of metrics?

Sources of traffic: It is essential to know through which contact points and which keywords your visitors arrived on your website. This will allow you to orient your promotion and content strategies by prioritizing web channels and key words. Mobile traffic: More and more users are surfing the Internet from their mobile devices (smartphones and tablets). This phenomenon represents a significant windfall for marketers. Knowing the share of your audience that uses their mobile devices to surf your website will allow you to think of your web pages in responsive design. Click-through rate (CTR): The click-through rate measures how many Internet users have clicked on an advertisement (banner, advertisement, video, etc.). The higher the click-through rate, the better your Quality Score will be.

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You will then be able to reduce your costs by receiving reductions from SEA advertising agencies such as Google Adwords. The cost per click (CPC): The CPC varies depending on the popularity of the keywords you have chosen, your Quality Score (influenced by the click-through rate on your ads) and the prices initially decided by the advertising network. Converting visitors into prospects or customers is the main goal of any digital marketing campaign. The conversion rate: Whatever your marketing objectives (notoriety, collection of data on visitors to your website, generate sales, etc.), the evolution of your conversion rate is often a good indicator of success (or not) of your marketing strategy.

Retaining customers costs less than recruiting them

The cost per lead (CPL): This metric defines the number of prospects converted during a marketing campaign compared to the cost. It allows the marketer or the entrepreneur to estimate the success of his campaign. The bounce rate: We talk about bounce, when visitors arrive on your website and leave it immediately. If the bounce rate is high, it is probably a sign that the content does not correspond to their needs or that the CTAs (Call-to-Action) offered on the web page are effective and generate the hoped-for conversion. It is therefore necessary to put the bounce rate in parallel with the objectives of your website set in Google Analytics .

The average number of page views per visit: The higher the number of pages crawled on each visit, the greater your chances of engaging a visitor. Your main objective remains, of course, to transform them into prospects or customers. Average cost per page viewed: Your average cost per page viewed guarantees the profitability of a marketing campaign. It must be considerably less than the income generated by that same page. Retaining customers costs less than recruiting them First, define the period you want to evaluate (week, month, quarter…) as well as the number of customers at the start and at the end of this period. How to calculate your loyalty ratio (or retention rate )? Take your total number of customers over the past year. Take your number of NEW customers acquired in the past year. Subtract: the difference is the number of loyal customers

 

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