What are the most important metrics that determine how well your website and supporting marketing are doing?
I’ve often heard people say:
“Our website traffic is high. We rank well. We’re happy with our performance.”
The more savvy will know that this does not necessarily equate to success. Let’s have a look at a few of the real measures of success from your website and online spend:
ROI.
If you spend £5,000 on a website and make three placements in the year, directly through the website, at £3,000 each then your ROI is (£9,000 - £5,000) / £5,000 = 80%
However with a website that maximises user journey experience and supporting SEO strategy you could be looking at something more impressive, albeit with a bigger investment itself.
You could spend £20,000 on a website and a further £18,000 on an SEO strategy. A pretty big increase on the previous investment. However this website brings in 35 placements at £3,000.
The ROI is now (£105,000 - £38,000) / £38,000 = 176%
Applications.
A placement isn’t something that happens automatically through your website. The skill of the consultant and many other factors will have an impact on number of placements made. One year you may have top performing consultants coupled with a buoyant economy. So it’s important to look at volume of applications to your site as a determinant of success. It’s also a benchmark for improving performance over time.
An Recuitment SEO campaign that brings in 100 applications is better than one which brought a million page views but no potential new placements.
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Bounce Rate.
This is one of the most important metrics to determine how effective your website is. A high bounce rate speaks volumes about how well your website is regarded by candidates and potential new clients. If your site isn't engaging or you are attracting the wrong type of audience then your bounce rate is likely to be high.
A website with 100,000 visitors and a 95% bounce rate means that only 5,000 actually visited your website properly.
A website with 20,000 visitors and a 30% bounce rate means that 14,000 visited the website properly.
There are many other factors to consider and we’ll be taking a look at these over the next month.
