Content plays a vital role in any digital marketing strategy. Quality content helps increase your brand’s awareness, educates, cultivates a connection with your readers, and sometimes converts them into real customers. It should also be one of the backbones of your marketing strategy and website. You can have the best ads, but if the content on your ad is poor, they won’t convert as expected. But, how do you know if the content on your website is converting?
The most straightforward answer is measuring the conversions, which top digital marketing agencies like Web Chimpy do. However, if you want to measure the content yourself, here are several aspects you can measure.
Traffic Sources
The first way to measure your content for conversions is through traffic sources. It’s important to note that traffic isn’t as important, especially for conversion rate metrics. However, what matters is how well your visitors help you achieve your website goals. There are three sources of traffic.
Direct Visitors: They are visitors that come to your website by typing your URL directly in their browser bar.
Referral Visitors: They are the type of visitors who come to your website by clicking a link to your site from another website, a shared link, or via social media.
Search Visitors: They are the type of visitors who come to your site by searching for it on a search engine like Google.
Each of these visitors has different engagement levels. And, by tracking each traffic source, you get to see the traffic source that converts. This makes it easier to identify the areas you need to improve to attract a particular visitor.
Cost Per Lead
Your content’s cost per lead is also another way you can test the conversion rate of your content. And determining this is quite simple. All you have to do is start by knowing the accrued costs of creating and distributing your content. Once you have the accrued costs, you can then calculate your cost per lead by dividing your website’s qualified leads by the accrued costs. The answer will give you a rough idea of whether your content is converting.
Onsite Engagement
The number of visitors your site gets doesn’t solely determine the success of your content; your onsite engagement also does. If your visitors are spending more time on your site and coming back, then that’s an indication that your content marketing is working. It also shows that the content is well on its way to generating sales and leads.
However, if people leave your blog post within seconds, then you’ve got an enormous problem. Leaving a blog post within a few seconds is a sign that your content isn’t converting. The best way to see how your site visitors interact with your content is by looking at your engagement metrics. Measuring how your visitors engage with your content can help you attract even more traffic.
Social Media ROI
Apart from finding your content on Google, people also share helpful content on social media using links. You can also use social media engagement to track your content conversions. Remember, with social media becoming an essential platform for businesses to grow their market; your content engagement can also influence the sale of your products or services.
You can use Google Analytics to check the traffic of your content on social media platforms. You can also use a site like Buzzsumo to measure the success of your content by tracking the number of social media shares. The number of shares content receives on social media shows people find it valuable. It, in turn, can also help you expand your business potential reach and grow your sales.
Interactions Per Visit
The behavior of a visitor on your site can also help you measure your content conversion rate. For this, try to check what each visitor is doing and how long they spend on each page. For instance, if you have visitors who spend time reading different pages on your website, their interaction rate is still high. So even though they aren’t converting, it still shows that your content is valuable.
By understanding your visitors’ interaction rate, you can try to leverage their interactions into conversions.
Whether you’re looking to get more customers, sell more products, or drive more visitors, measuring your content’s conversion rate can help you accomplish this goal. And, with the above tips, measuring your content conversion becomes a walk in the park. It can also enable you to grow your business and increase your sales.
