By: Kristine Chin-Lai, ALLOY Account Service & Braxton Nelson, Digital Insights
Modern-day businesses must have a digital presence to stay relevant. According to Junto in 2019, 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. Additionally, 57% of all mobile users would not recommend a business if their mobile site is poorly designed or unresponsive. After your marketing efforts have driven users to your site, you definitely don’t want to lose them due to design flaws or poor functionality.
Today’s businesses must engage in omnichannel retailing— consumers expect a seamless experience, from brick-and-mortar stores to desktop computers to mobile applications. Additionally, the website must translate regardless of the platform used to access it. However, a website does not succeed based on design and aesthetics alone. A successful site is mobile-friendly, Is tested for usability regularly, and is optimized for search engines (so your customers can find your site). Businesses need a website that will be effective in achieving their business goals while also monitoring important metrics or key performance indicators (KPIs).
What KPIs should I be tracking?
The most beneficial KPI for your business to track will vary depending on your industry, goals, and customers. For example, a quick-service restaurant opening a new location might launch a brand awareness campaign to predict the success of their grand opening. In this case, the goal of the campaign is to stay at the forefront of the consumer’s mind; therefore, to track overall brand awareness, one might focus on KPIs such as reach and the number of new visitors on the site.
With such a wide range of business goals and other variables, there are many possible KPIs to track. Every brand monitors its data differently while looking for different types of insights. However, KPIs have one thing in common: they always help measure and evaluate the overall success of a marketing strategy. Regardless of the method used to build your website, you should always begin with your main KPIs in mind.
Sources: Hubspot.com, Bcs.org