9 Digital Marketing Tools You Can’t Live Without

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What we see a lot in new clients who explore digital marketing for the first time is that they don’t know where to start when it comes to utilizing their data. With endless ways for customers to interact with your brand in the modern era — everywhere from in-store to tablets to smart watches — it can become a challenge to piece together a complete picture of your audience. Yet that full understanding of your audience is key to make the right marketing moves. That’s where Google Analytics comes in. As a digital marketing agency, three of our most used functions are:

Bounce Rate: Bounce rate is measured as the number of visitors that come to your site and only view one page before they leave again without completing an action. Bounce rates can gauge if your website is visually appealing, has good content and good user experience, and is easy to navigate if visitors are looking for certain info. While all businesses should take advantage of small adjustments to lower bounce rate, if your bounce rate is significantly above 40%, it’s time to audit your site and figure out what is driving visitors away. Sometimes simple common sense will give you the answer, or maybe you need user testing to identify the issue.

Conversion Rate: This is very straightforward. It reflects the number of visitors who perform a specific action on a page that converts into a lead for you. Why is this important? If you have an action you want users to perform (buy something, book something, download an item, or fill out a form), the conversion rate tells you how effective each of your pages is in leading users to complete that action.

One of our clients, for example, works with a complex eight-step booking system on their website. We’ve implemented Google Analytics and can now tell exactly how often potential bookings don’t get completed and in which step of the process users drop off. That’s crucial information and helps us optimize the process to see higher conversion rates and to craft the best customer experience possible.