Literary value is a notoriously subjective point of contention. Copy in digital marketing, on the other hand, serves a distinct function that can be precisely measured. The goal of your copy is to bring in clicks, views, subscriptions, and calls to action. It just so happens there are plenty of tools available to gauge the performance of online marketing content.
Covering the Bases
Your first point of interest is the interaction of users with your website. How many people have visited and did they stick around? Key performance indicators (KPIs) that gauge your reach and accuracy are pageviews, bounce rates, and time spent on site. Using these metrics, you can determine exactly how many clicks you got and how many of those users found what they were looking for on your site. High bounce rates indicate that your SEO and content are great at pulling people in, but they’re lacking when it comes to delivering what’s promised. Consistently high numbers with time spent on site indicate that you’re doing something right.
With really breakthrough content, it’s possible to observe KPIs that show your users are truly engaged with what you have to offer. Social media shares indicate that someone liked your work enough to want to spread it for you. Sorting through unique versus returning visitors also allows you to figure out how many new hits you’re pulling in and how many users just had to come back for more.
There’s only really one word of warning here. Don’t get bogged down and overwhelmed with metrics and analytics. Beyond the basics, there are so many KPIs available to measure that taking it all in can leave your head spinning. It’s important to figure out which metrics are most relevant to your goals and focusing on what counts.