Top of Funnel Metrics | What are they and Why should you Care?

In this week’s white board Friday, Rand Fishkin referred to Top of Funnel Metrics and why they are important. I agree 100% with Rand that measuring a site’s Top of Funnel Metrics is a KPI.

Here is Rand’s WBF session for May 16, 2014

What if Your Ugly Website is Holding Back Your Marketing Efforts?

What if Your Ugly Website is What’s Holding Your Marketing Efforts Back – Whiteboard Friday

I looked at 10 Top Social Media Marketing sites and compared their TOF Metrics using Alexa vs. SimilarWeb and created a SlideShare Deck comparing

  • total visitors
  • page views
  • time on site
  • bounce rate
  • USA rank

I’ve been told its possible to “game” Alexa and I’ve only recently started using SimilarWeb stats. As an overview, both of these aggregator stats seem to be in step with each other.

The key take away here is to compare your site vs. your top competitor’s sites and pay special note to their top of funnel metrics. If they are strong and trending up, then you may want to map, mirror and model their site. If they have less than impressive TOF metrics (ie) low page view, less than 2-3 minutes time on site and their bounce rate is north of 50%, then you might not want to map, mirror and model their site after all?

Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s