How to analyze the results of your inbound marketing strategy

February 2, 2017

Rick Knutsen


Analytics are the key to measuring the success of your inbound marketing strategy. There are many different analytics software packages available, you just need to find an appropriate one for your business.

Analytics provide both simple and complex information. For example, a simple analysis will show how many social media followers you have, while a more complex analysis will indicate how many visits have been converted into leads. It helps you distinguish which aspects of your inbound marketing strategy, including social media marketing, are working and which are not. It takes the guesswork out of your campaign and instead of just floundering in the dark and hoping for the best, you can actually pinpoint what works and do more of that.

There are five elements of your analytics reports that should be constantly monitored:

  • Visitors – it’s important to take note of how many new and repeat visitors your site has. If it’s generally repeat visitors, then you need to implement strategies to attract new customers.
  • Landing page conversions – this is the percentage of visitors who go on to take some sort of action on your website, whether it is filling in contact details or purchasing a product or service.
  • Most-visited pages – this compares the pages on your website which receive the most and least visits.
  • Bounce rate – this is the rate at which visitors leave your site. Obviously, if it’s consistently high, you need to reconsider the look and feel of your site.
  • Referrals – this tells you where your visitors come from and tracks the path the user took to get to you, which gives you vital information about businesses you could benefit from having a relationship with. It also means people are sharing what you have to say.

To download our free inbound marketing checklist, or to find out more about analytics, contact WSI eBiz Solutions today.


About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


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