As far as the features that our Marketing team uses most to help make decisions for American Plumbing Heating and Air Conditioning (APHAC) are as follows:
- Bounce Rate - We need to know how many people leave the site without engaging with the content and how the rate is impacted (goes up or down) based on changes we make. This helps us know how well the changes affect engagement.
- Page Views - Since APHAC offers a wide range of services we are able to determine which services are the most popular based on how many visits each service page gets.
- Time on page - After we determine which pages are most popular based on the type of service, next we see how much time visitors spend on each page to determine which pages are most effective at keeping interest and which are losing interest.
- Exit Rate - We determine how effective each page is at converting visitors to prospects by viewing the exit rate to see if people leave the page they are visiting to go to another page or if they just exit the site. We use this data to make improvements in the value proposition of the pages.
- Conversion rate - Finally we use conversion tracking for KEY pages like Contact and Specials to determine the actual rate of people that convert by downloading a coupon or contacting us, versus just visiting the page.
These are the top 5 metrics we use to continually optimize the website for APHAC.
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