At Summa Media, we believe that metrics matter. In fact, metrics are one of the only things that matters when it comes to your roofing company’s digital marketing efforts. Paying careful attention to your metrics is the best possible way for you to know whether or not the investments you’ve made have gotten you the traffic and leads that you are looking for.
At first glance, it can be tough to tell which metrics your roofing company should be focused on. To help narrow it down for you, the Summa Media team is sharing the five marketing metrics all roofers should be watching. Keep reading below to learn more.
Marketing Metrics That Matter
Qualified Site Visitors
When tracking the number of visitors to your website, it is not enough to track total visitors, you need to look at the visitors who are actually able to make a purchase from your roofing company. For example, if you are a roofer based in the Bay Area, a site visitor from Connecticut isn’t very likely to choose you for any roofing needs they may have. By paying attention to visitors who are actually in the area you serve, you’ll get a much more clear picture on whether your marketing efforts are working.
Google Analytics is a great, free tool that allows you to actually drill down and see the cities and towns your visitors are in.
Google Analytics also enables users to track their conversion rate. When tracking conversion rate, you are able to customize what you are tracking by defining goals. Common examples of conversion goals in the roofing industry are:
· Filling out a form for a free inspection
· Signing up for your newsletter
· Entering information to receive a whitepaper
Tracking conversion rate enables you to measure the number of qualified leads coming to your site, just make sure your sales team is following up with them!
Top Landing Pages
Pay attention to your top landing pages in order to better understand what content and campaigns are performing well and how people are finding your site. You should also pay attention to how long visitors are staying on particular landing pages and whether they are dropping off without filling out a form or moving to another page. These are both great indicators of if your landing pages are performing well or if they need optimization.
Bounce rate tells you how many of your visitors are leaving the landing page without clicking to another page on your website. The lower your bounce rate, the better. A low bounce rate is good for SEO because it tells Google that users went to your site and found what they were looking for. A low bounce rate is also indicative of a higher conversion rate, which should be one of your main goals.
Using Google Analytics, you are also able to see how traffic is coming to your website. There are a variety of traffic sources depending on where else you’re active online including social media, paid ads, or listings on industry websites. When looking at your traffic sources, you can also determine whether or not your SEO efforts are working. A positive sign is seeing a slow and steady increase in organic traffic over time.
If you are having trouble determining whether or not your digital marketing efforts are working, the Summa Media team is here to help. Give our team a call today to speak with one of our experts!