Digital Marketing Metrics Every Foodservice Wholesaler Should Track

Boosting your website traffic

To thrive in the competitive foodservice wholesale industry, you need to keep an eye on your website traffic. This metric tells you how many people visit your site, where they come from, and what they do once they’re there. By understanding these patterns, you can tailor your marketing strategies to attract more visitors.

Here at iWeb, we use tools like Google Analytics to track website traffic. This helps us identify which marketing channels are most effective. For instance, if you notice a spike in traffic from social media, you might want to invest more in those platforms. Our expert developers can also help optimise your site to improve user experience, ensuring visitors stay longer and explore more pages.

Monitoring conversion rates

Conversion rates are crucial for any foodservice wholesaler. This metric shows the percentage of visitors who take a desired action, such as making a purchase or signing up for a newsletter. A high conversion rate means your marketing efforts are paying off.

At iWeb, we specialise in Conversion Rate Optimisation (CRO). Our talented team uses A/B testing to determine which elements of your site are most effective. For example, changing the colour of a call-to-action button or simplifying the checkout process can significantly boost conversions. With iWeb’s 29 years of e-commerce experience, we can help you turn more visitors into loyal customers.

Analysing customer acquisition cost

Customer acquisition cost (CAC) is the total expense of acquiring a new customer. This includes marketing spend, sales efforts, and any other costs associated with attracting new business. Keeping CAC low while maintaining high-quality leads is essential for profitability.

The team at iWeb uses advanced analytics to track and reduce CAC. By integrating Adobe Analytics and Adobe Marketo Engage, we can pinpoint which marketing channels offer the best return on investment. This allows you to allocate your budget more effectively, ensuring you get the most bang for your buck.

Tracking customer lifetime value

Customer lifetime value (CLV) measures the total revenue you can expect from a customer over their entire relationship with your business. This metric helps you understand the long-term value of your customers and guides your marketing strategies.

iWeb’s e-commerce expertise includes tools like Adobe Real-time CDP to track and analyse CLV. By understanding which customers are most valuable, you can tailor your marketing efforts to retain them. For example, offering loyalty programmes or personalised discounts can encourage repeat business, boosting your overall CLV.

Evaluating email marketing performance

Email marketing remains a powerful tool for foodservice wholesalers. Metrics like open rates, click-through rates, and conversion rates can help you gauge the effectiveness of your email campaigns.

Our talented team at iWeb uses Adobe Campaign to manage and optimise email marketing efforts. By segmenting your audience and personalising content, you can improve engagement and drive more sales. For instance, sending targeted emails based on past purchase behaviour can significantly increase open and click-through rates.

Social media is a vital channel for reaching new customers and engaging with existing ones. Metrics like likes, shares, comments, and follower growth can provide insights into your social media performance.

iWeb – an enterprise e-commerce agency, leverages tools like Adobe Social to track and analyse social media metrics. By understanding which types of content resonate most with your audience, you can create more effective social media strategies. For example, if video content performs well, you might want to invest more in video production.

Assessing search engine optimisation (SEO) success

SEO is essential for driving organic traffic to your website. Metrics like keyword rankings, organic traffic, and bounce rates can help you gauge the effectiveness of your SEO efforts.

Our expert developers at iWeb use tools like Adobe Experience Manager to optimise your site for search engines. By conducting keyword research and implementing on-page SEO best practices, we can help improve your search engine rankings. This ensures that your site appears higher in search results, driving more organic traffic.

Understanding customer feedback and reviews

Customer feedback and reviews are invaluable for improving your products and services. Metrics like review ratings, customer satisfaction scores, and Net Promoter Scores (NPS) can provide insights into how your customers perceive your business.

iWeb’s track record in e-commerce includes integrating tools like Adobe Experience Cloud to collect and analyse customer feedback. By addressing common complaints and highlighting positive reviews, you can improve customer satisfaction and build a stronger brand reputation.

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Reach out to iWeb today to learn how we can help further with your digital transformation. Our talented UK team is ready to assist you in tracking and optimising these essential digital marketing metrics. Contact iWeb to get started on your journey to e-commerce success.