In Part I, we discussed how to evaluate the success of your website using the SMART technique. In this series, we will further discuss the principles of SMART when measuring your marketing goals.
If a website doesn’t get traffic, then it will eventually get out of business. Growing your traffic will require you to create some kind of performance targets.
A website that is not found when Googled is bound to fail. This means, you must invest in SEOs. Keywords can be found from other high ranking competitive websites. SEO is not a one-time job, rather, you must continue to work on you SEO at all times.
Once visitors find your website, your goal is for a quick conversion if possible or at least for them to come back again. This an be accomplished by creating a subscriber list. List building is much easier if the signup page is placed at a visible location with in the website, and an incentive is given to the visitor to opt-in.
Inbound Link Building
Inbound link building definitely helps you to be SMART. Backlinks boost your SEO and increase traffic while creating great brand awareness. Achieving a huge number of backlinks might be very challenging, but if you put your efforts, you will be able to succeed.
Search engines love fresh contents as do humans. Even though it might take up to 90 days or more for search engines to fully index your website, publishing high-quality contents and blogs on a regular basis will bring huge benefits. In addition to blogs, you can also publish some additional contents like ebooks, whitepapers, case studies, and surveys.
Measuring Your Marketing Goals
Not everything needs to be measured. In fact, collecting all kinds of information might lead to complications when you evaluate the results. Having said that, here are some of the key metrics that you can focus on:
Total Visits: The total number of website visits is a direct representation of how well it’s performing.
Page Views: Page views help you understand which specific pages of your website are more popular than others.
Unique Visitors: Repeat visitors are not half as contributing to your business as the unique visitors. After all, every unique visitor is a potential customer.
Traffic Sources: It is important to check where most of your traffic is coming from. Are your visitors using desktops or smartphones? Where are they based in? These factors can help you in improving the marketing campaign.
Bounce Rate: Bounce rate is defined by the number of visitors that leave your website almost instantly. If you observe a high bounce rate, then you may want to check your website to see what’s causing it.