Web analytics platforms give mostly top-of-funnel stage insights, including web traffic figures and basic user behavior metrics. Almost exclusively BOFU metrics, they can be directly linked to the bottom line. Patagonia will have no idea how I first fell for the Arctic, or how invested I am now in the increasing threats facing bears and their ears. Another issue with time on site is the actual time of day. These are helpful when optimizing web pages for TOFU conversion rates, and they provide a general understanding of the health and effectiveness of a website. But if we know that consumers read an average of 11 pieces of content before making a purchasing decision, we need a way to track the efficacy of the content at the beginning of their journeys with softer metrics like engagement rate, time on site, and pageviews per visitor. This is what the typical conversion funnel looks like. There are a few things you can do to alleviate the limitations bounce rate has for content marketers: At this point in this article, you might be thinking to yourself: “I already knew this information about bounce rate. At NewsCred, one of our favorite things to say is that content marketing is not about being good at creating content – it’s being good at driving business results through content. For example, marketers can see MQLs, opps, pipeline, and/or revenue by keywords, ads, landing pages, campaigns, channels, and events -- down to the touchpoint level. Patagonia has a beautiful corporate social responsibility hub called The Cleanest Line, filled with long-form, image-heavy content about the the outdoors, activism, and sustainability. However, when it comes to impacting the bottom line, they don’t provide many down-funnel insights. Time on site is much like Indiana Jones’ time in temple in this famous scene from “Raiders of the Lost Ark.” Time doesn’t actually start ticking for our hero until he takes a definitive action by swapping out the weighted bag for the idol. However, these metrics can quickly outlive their usefulness when marketers begin asking questions like, “How much revenue did this channel generate?” and “How much revenue is marketing contributing to the business’ bottom line?” Those questions can only be answered by even lower-funnel metrics... Funnel metrics near the end of the buying journey can yield a plethora of data-driven insights. These metrics help show you where your prospects are most often turning into more qualified leads. In my Red Bull example video above, we’d be able to see that I spent 45 seconds on site, and therefore fully engaged with the article. By browsing our website, you agree to our use of cookies. Time on page or time on site is calculated by measuring the seconds between two actions taken directly on a site. An advanced, marketing attribution solution has incredible power to generate insightful lower-funnel metrics. However, when it comes to making mid-funnel decisions, these metrics have very little bearing on lead-stage decisions or conversion rate … There are plenty of user-friendly navigation options on the page to deter users from bouncing right away. While different teams focus on different metrics (because we’re all running different marketing strategies), how do all of these metrics compare to each other? Similarly, we shouldn’t be holding our content to unrealistic standards designed with the advent of the Internet to measure product landing pages. These compare two different metrics against each other, which means they have unlimited potential to provide helpful insights, depending on the type of comparisons they make. If a reader is being sent directly to an article page from social, email, or paid, they might only interact with the one piece of content they came to read. Directly able to impact decisions based on revenue, marketers can optimize their TOFU and MOFU strategies based on BOFU results from the past -- and they can use those insights to make accurate forecasts for the future. This offers you no way to measure how interesting or effective your content is, or to use these insights to inform your content creation and distribution strategy. As a result, the metrics may not mean what we think they do. Not all marketing automation platforms generate the same metrics -- some generate more, some generate less. There are a few things you can do to better understand the real time your readers are spending on your site, which are very similar to the mitigators of bounce rate issues: Web analytics can feel like a black box, but understanding your data correctly will allow you to track the right metrics. When it comes to content marketing, however, a reader can be fully engaged without taking an action. This means if a user bounces, pukes, doesn’t initiate a Page 2, or comes in from social and leaves after Page 2, there’s no time on site for the visit at all. Salesforce, Salesforce.com, AppExchange, Sales Cloud, Service Cloud, Chatter, and others are trademarks of salesforce.com, inc. and are used here with permission. opportunity conversion rate and win rate) are far more insightful than the typical TOFU rate metrics (bounce rate, click-through rate, etc). I use time on site to measure the efficacy of my content marketing, not bounce rate!”. How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant? The breakdown is as follows: My total time on site for this visit will only be calculated as 00:20 (i.e. All Rights Reserved. Depending on the design of your site, there might not be strong navigation options to keep them on the page, so they might bounce back to their Twitter feed, or the publisher they were reading when they discovered your content, even if they loved the article. Originally published on Jan 27, 2017 11:00 AM, updated Jan 30, 2017, Tech Talk: The Importance of Pipeline Analytics in Proving Content Marketing ROI. Yes, Red Bull missed an opportunity to follow up with me and bring me further towards an action. These have also come to be known as “revenue analytics” and can be used to show real-time ROI of a marketing spend. But they’ve also missed out on valuable metrics that will let them know how interesting their content is. This might not seem like an issue for your target audience, but if you’re selling herbal supplements to insomniacs or regular supplements to Australians, you might want to know what they’re up to in the middle of the night. Instead of measuring our content based on the next action, we should just measure how long someone spent on the site to tell if they’re engaged with our content, right? Marketing funnel metrics around the middle of the … How many times have you had to click “next page” to view what is really the “next paragraph” while reading an article? The definitive way of proving content marketing ROI is by using an analytics platform to measure hard conversions like leads generated or purchases completed. These metrics measure conversions, costs, win rate, and overall results based on opportunity conversions and closed-won customers. The two algorithmic metrics shown in the matrix are “lead score” and “predictive engagement score” -- both of which take a myriad of factors into account when generating their overall result. Most cost-based metrics are also decision-making metrics, because they show the direct impact of a marketing spend. The goals of this site seem to be focused on building awareness of Patagonia’s social mission, increasing brand equity, and nurturing a community of activists through social sharing and commenting. Marketing automation is a highly insightful tool that can generate a number of key metrics, mostly in the middle-funnel stage.

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