3 Website Metrics All ABM Marketers Need to Get Right
When your target accounts come to your website you can greatly increase the likelihood that they raise their hands and request a meeting. But where do you put your muscle?
A.) Bounce rate
B.) Time on site
C.) Form submission
There are three phases of the customer’s visit – arrival, exploration, and conversion – and each is measured by an important KPI. While you should influence them all with personalized content, one is the clear place to start.
Bounce Rate: Hello! I’ve Just Arrived!
When a target account lands on your website they will – in a matter of seconds – decide whether visiting you was a good idea or a waste of their time. That question is only answered in one way: the visitor sees what they are looking for. Across sampled customers we found an average bounce rate of 63.59%. That is an average of six out of ten visitors who decided that looking further was not worth their time.
What influence do you have over this? We found that customers could cut that bounce rate roughly in half to 30.29% by serving personalized content based on the behavior or known attributes of the visitor.
Time on Site: Interesting…Tell Me More
Once the visitor decides to stay, they’re going to look around and, in the process, tell you what they as an individual are interested in next. Is it their first time to the site or is the account in a later buying stage? Is this specific visitor looking at product details or ROI factors? We’ve found that you can increase the amount of time spent on site by 300% if you use the visitor’s own behavior to inform what content they should see next.
Form Submission: Let’s Do This
As impressive as a 50% decrease in bounce rate and 300% increase in time on site are, form submission is the area where you have the most influence. To be clear, managing Bounce Rate and Time on Site cultivate a larger group of potential leads, but providing a targeted offer is the most influential thing you can do to get a visitor to raise their hand. Let’s take a look.
We found an average conversion rate for form submission to access content of .30%. When we compared that to visitors who were offered a call to action that was based on their behavior or industry or account data the conversion rate increased to 1.48%, a 450% increase!
As more and more research happens online and interactions shift from in person to automated it is important that your ABM strategy includes the most effective marketing tactics. Here we see that KPIs can be impacted at any stage of a visitors’s journey, but delivering direct calls to action based on an anonymous visitor’s behavior, industry or account data is an effective way to start.