We’ve all been swimming in the digital marketing pool for several years and feel pretty confident that we’ve got this down, yet we’re still surprised by some of the things we learn. It’s easy to get caught up in the statistics related to the latest marketing tactics—is video trending this month and how do B2B businesses take advantage of the considerable social media heft of Facebook, Instagram, and Snapchat?
But for those of us who need to deliver serious leads and business awareness for the companies who trust us, there are just 5 areas of digital marketing stats that matter: Engagement, Conversion Rates, Net Promoter Score, Time on Site/Bounce Rates and ROI. Let’s take a look at some surprising stats for these heavyweights and why we should pay attention.
1. Engagement: 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others
Tracking traffic for post views and blog visits is important, but when people are commenting—and even better, recommending your business—you really know you’re winning the engagement game. Creating shareable content is critical for businesses regardless of the industry because of the power it has to encourage people to interact with your brand. Great content will create voluntary brand ambassadors whose contacts will be more inclined to engage with you, too, based on the recommendation of trusted colleagues.
2. Conversion Rates: Only about 22% of businesses are satisfied with their conversion rates
One of the most important metrics in digital marketing is the conversion rate which indicates the number of customers and prospects taking action on your website. When less than a fourth of businesses are happy with their conversions, it’s definitely time to take a look at your offers, articles, campaign strategies and more to drive more engagement and get that number higher.
3. Net Promoter Score: The average American company scores less than +10 NPS, while the highest performing organizations are situated between +50 and +80
Quite simply, a Net Promoter Score indicates whether or not your customers would recommend your business to people they know. It’s surprising to see that the average company falls so low on the NPS scale, indicating that research followed by authentic solutions and relevant website content are in order.
4. Time on Site/Bounce Rates: 53% of mobile site visitors leave a page that takes longer than three seconds to load
Without a doubt your customers are more and more mobile, meaning they’re using phones to access your website 30-50% of the time. Given that the average time it takes to completely load a mobile landing page is 22 seconds, leaving a site before it’s fully loaded puts a lot of pressure on marketing efforts. Better mobile speed is clearly critical, but it’s also important to create website content, offers and other assets to engage visitors and encourage them to stay.
5. ROI: 40% of marketers struggle to prove the ROI of marketing activities and 28% are trying to secure enough budget
Managers find tracking and making sense of their marketing metrics a challenge. This year, 63% of marketers admit that their top challenge is generating enough website traffic and leads. This problem is followed by 40% who struggle proving the ROI of marketing activities and 28% who are trying to secure enough budget to fund needed initiatives. All three of these top challenges are metrics-driven. Without the proper tools to consistently deliver accurate metrics, these areas will continue to be a struggle.
As we move into the balance of 2017 and into the next year it will be interesting to see how well some of these marketing challenges resolve and if they can be removed from the surprising stats category because of positive marketing initiatives for attracting new customers and growing sales.