How to Apply Social Media Metrics to Calls-to-Action on Your Website - dummies

How to Apply Social Media Metrics to Calls-to-Action on Your Website

By Leslie Poston

Metrics plus calls-to-action pack a one-two punch needed to create a website or landing page that generates conversions for leads or sales. You can pump up your call-to-action buttons with metrics in a variety of ways. Some of the metrics that apply to calls-to-action are

  • Click-through: Means how many who saw the call-to-action clicked the call-to-action. Click-through is generally measured as a percentage in most metrics/analytics programs. Comparing your percentages is a great way to compare your A/B campaign testing. It’s also a great way to compare the same call-to-action across delivery types (e-mail, landing page, on-site page, and so on).

  • Click to Submission: Means how many people fill out your form. Generally these forms are designed to capture leads, even if those leads are signing up to get a newsletter or other reward from you. Click to Submission is also measured in percentages. You can use the percentage to track which type of marketing, such as e-mail or a social share leading to the submission request page, gets the most response.

  • View to Submission: Measures how many people fill out a static form on your site, like the one on your Contact Us page. This form is a call-to-action, but not a call-to-action button. It lives on a specific page on your site. This measurement usually lets you know whether you need to make the form simpler to use or faster to fill out. Where a user stops using your forms can be important as well.

Search engine Bing has made some interesting moves onto Google turf by adding calls-to-action next to its SERPs (Search Engine Results Page). Its algorithm now uses metrics to figure out the most frequent actions taken on a site. It then puts three calls-to-action next to the site description when that site pops up in search results. This is huge news, currently only being rolled out for big brands, but if Bing trickles it down to everyone in the next few months, it may take a major slice of the search and metrics pie from Google.