“How do our marketing KPIs compare to others in our industry?”
You have probably heard this question repeatedly from a concerned boss or skeptical client. Fortunately, there is plenty of authoritative industry-specific data on digital marketing tactics like social media, AdWords, content marketing, email marketing and more. With this list, you don’t have to hunt around for it.
These 11 resources will help you determine if you are meeting, beating or behind your industry’s average. Every resource includes averages that are broken down, at the very least, into individual industries. They may also compare results based on size of company, region and others.
Marketing KPIs can vary widely within particular industries. Using an average is not always appropriate for judging the success of your marketing initiative. This post intentionally includes only metrics that are better suited for direct comparison. For example, landing pages allow for straightforward comparison because there is usually one goal: clicking a button or filling out a form. Comparing blog performance would be more challenging because multiple factors determine whether a blog will be successful.
Editor’s note: Want to stream your performance on TV? You don’t need any fancy tools. With Databox, you can stream any dashboard to your TV in just 2 simple steps. It works on any smart TV!
Amount of Data Sampled: 64,000 Lead Gen Pages, 74,500,000 visitors
Time Period: Q4 2016
Level of Granularity: Industry
How You Might Use It: See the exact percentile of your landing page’s conversion rate. Determine the tone of copy that your industry prefers.
PRO TIP: How Are Users Engaging on My Site? Which Content Drives the Most Online Activity?
If you want to discover how visitors engage with your website, and which content drives the most engagement and conversions, there are several on-page events and metrics you can track from Google Analytics that will get you started:
Sessions and % new sessions. How much traffic does your website receive on a daily or monthly basis?
Sessions by channel. Which channels are driving the most traffic to your website?
Average session duration. How long do visitors spend on your website on average?
Pageviews and pageviews by page. Which pages on your website are viewed the most?
Average time on page. What is the average time users spend on a specific webpage?
Now you can benefit from the experience of our Google Analytics experts, who have put together a plug-and-play Databox template showing the most important KPIs for monitoring visitor engagement on your website. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up the dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Google Analytics account with Databox.
Type of Data: Visitor-Customer Conversion Rate, Average Order Value, Clicks to Purchase, Days to Purchase, Average Session Duration
Amount of Data Sampled: 87,000,000 sessions, $230,000,000 in e-Commerce sales
Level of Granularity: Industry
How You Might Use It: See if your e-Commerce funnel needs improvement. Decide if you need to boost advertising exposure for more conversion assists.
When you measure marketing results in fractions of a percentage, they can quickly feel unimpressive to a client. After all, any normal person will struggle to get excited about a 2% clickthrough rate versus a 3% clickthrough rate, even though 3% is 50% greater!
When you communicate with your boss or client, use industry benchmarks to set goals up front. Then, when you review your performance, you can (hopefully) tell a clear story about the ways that your results exceed the industry average.
Need an update on your marketing KPIs? Databox Scorecards send you updates on your key performance indicators through mobile push notifications, email or Slack every day, week, or month.
Have any other benchmarking resources that you think we should add? Let us know in the comments!
About the author
Kevin Kononenko Growth Marketer @ Databox. Making it easy for marketers to tell the story of their success. Everton FC supporter. Startup guy.
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