He continues, “If we ask them how they would rate the quality of their experience, again typically, we don’t see a lot of people saying how it was a really bad experience. Most people in social will say, yes, it’s been a good experience, I’ve been able to find what I’m looking for – I like the product I just haven’t bought it.”
Consequently, Duke suggests that marketers should look to metrics outside of conversion rate or bounce rate.
“A lot of effort is placed on this, [but] if you actually look at the relationship between bounce rate and revenue or even conversion rates – so this is social traffic for ecommerce for example – there’s no correlation between the two variables,” he says.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Essentially, Duke suggests that just because you reduce bounce rate, it doesn’t necessarily mean you’re going to improve your commercial performance. “In that regard, bounce rate is not a success metric, it is a vanity metric. And if it’s a vanity metric, does it even apply to something like social… if bounce rate doesn’t indicate failure, do you need to worry about it?” he asks.
The answer seems to be no if the role of the channel is not necessarily to convert. So, what is the role of the channel, exactly?
“We have this insight that suggests social media drives consideration not conversion,” says Duke. “We have this insight to suggest that key performance metrics artificially deflate for social media.”
“If we look at it a different way, so we don’t look at the performance of social media, we look at the relationship. What’s the relationship between social media marketing and transactions?” he asks.