Performance based marketing and sales management programs need to have certain parameters to benchmark the performance of your program once implemented. By establishing relevant and fool-proof KPIs, you set yourself certain micro-goals which will in turn lead to achieving your business objectives like Demand generation or Brand visibility.
Digital Marketing KPIs include:
1. The number of visitors to your website in a month/quarter/year
2. The average number of web pages browsed by a visitor
This number can be helpful to assess how engaging your website is for your prospects. In 2019, as per a survey conducted on 3623 websites by ‘Little Data’, the average pages per visitor is found to be 3 (pages/session).
3. The average sessions per user
The number of returning visitors to your website. This number indicates how much brand recall the website visitors have after leaving your website.
4. Conversion rate / Goal-completion rate
Essentially, it is the number of conversions divided by the number of visitors you website had over a period of time. The objective is to increase the conversion ratio. By tracking this number, you can tweak your strategy on a higher level or add Call-To-Actions appropriately on your website to drive visitors towards conversions. Filling a registration form, downloading a white paper, purchasing a product are all commonly called as conversions based on what you intend your prospects to do.
An excellent article on how to increase conversions on your website is on CrazyEgg and will serve as a good starting point, if you find your conversion rate is not optimal.
Other helpful digital marketing KPIs are average session duration,click-through rate, cost per click, cost per acquisition and bounce rate.