Wright Agency

If you think copywriting has nothing to do with numbers, you need to read this blog. It’s time to crack the code and start utilizing insights to elevate your copy.  

Although analytics cannot transform poor content into great content, it can certainly enhance good content and elevate it to new heights. By providing insights into your content’s strengths and weaknesses, analytics can help you identify areas for improvement and uncover potential opportunities. Ultimately, this will enable you to refine your skills and become a more proficient copywriter. Moreover, you can leverage analytics to demonstrate your achievements, accomplishments, and trustworthiness to clients and employers. This way, you can differentiate yourself from other copywriters who make bold claims but lack the data to back them up.

Just being a good writer isn’t enough in today’s world, my friend. You gotta show off your skills with some hard data! It doesn’t matter if your writing is Shakespearean-level if you can’t prove its success. The copywriters who use analytics to up their game and flaunt their abilities are the ones who land the best-paying gigs (aka high-paying jobs). So, let’s get with the flow and start backing up our claims with analytics, shall we?

Gone are the days when being a top-notch copywriter was solely determined by the brands you worked with. Now, it’s all about the tangible results you deliver. Whether you increased a client’s website conversions by 47% or helped a blog rack up 11,435 subscribers in a year, those are the metrics that make you a great copywriter. We can no longer view copywriting as an intangible art form that can’t be measured. Thanks to the ease of data analytics, you can now prove the success of your work with hard numbers. To set yourself apart from the competition and win over those dream clients, you can’t just rely on your writing skills. You also need to be a master of data analysis and metrics. It’s time to level up and show the world the real impact of your words!

Listen, you don’t need to stress out if math and numbers aren’t your things because, as a copywriter, you only need a few key metrics. Luckily, Wright, a top-notch copywriting agency, breaks down where you can find these metrics in Google Analytics and explains why they’re crucial for copywriters to up their game. However, if you’re a business owner seeking a hassle-free way to handle copywriting and data analytics, we suggest you hire a professional copywriter. Trust us, you’ll thank us later! 

Essential google analytics metrics to consider as a copywriter

Click-through rate (CTR)

As a copywriter, it’s essential to understand the concept of click-through rate (CTR), which refers to the percentage of people who clicked on a hyperlink compared to the number of people who saw it. 

Analytics can help you identify which headlines and titles are attracting clicks, but what exactly constitutes a “good” CTR? Well, that depends on your ranking on the search engine results page. If you’re ranked first on the first page, a CTR of 30% is considered good. However, if you’re on the second page, a CTR of about 4% is considered good.

How? Do the math. Clicks / Impressions x 100 = CTR%

Bounce rate

Bounce rate refers to the percentage of visitors who leave your webpage without taking any action, such as scrolling down or clicking on anything. 

Usually, we want to have a low bounce rate. A low or “good” bounce rate falls between 26% to 40%, but keep in mind that it also depends on the webpage. For example, if you have a single-page website or a blog post, a high bounce rate is normal. This is because visitors can quickly determine whether your website can meet their needs, and they may not need to explore further.

2 possible reasons your copy has a high bounce rate (which you don’t want to happen):

• The content may mislead readers if the title or description doesn’t accurately reflect what’s inside.
• If the content isn’t designed with scannability in mind, especially for mobile users, it can be challenging to engage readers and keep them interested.

How? To check a website’s overall bounce rate, head over to the Overview Behaviour report in Google Analytics. If you want to check the bounce rate of a specific webpage, go to All Pages under Site Content. 

Conversion goal rates

The percentage of visitors who achieve a desired goal out of the total number of visitors is referred to as the conversion rate or conversion goal rate. 

The specific goals may vary based on the type of website. For instance, an e-commerce website’s goal may be purchasing a product, while a marketing or lead generation website’s goal may be submitting a contact form. On a blog, signing up for a newsletter may be considered a conversion. Once a goal is successfully accomplished, it is termed a conversion. A website and business can be considered successful when they have a high conversion goal rate.

How? You can find out which web pages are generating the most conversions by checking the Overview Goals report under the Conversion section. Additionally, if you navigate to the Audience and Acquisition reports, you can see the conversion goal rates of particular demographics or channels.

Comments

In today’s online world, it’s becoming increasingly rare for readers to leave comments on blog posts. However, if you do happen to receive even a few comments, it’s a good indicator of the impact your writing has made. When readers feel compelled to leave a comment, it means you’ve successfully engaged with them on a personal level. To encourage more comments, try writing with sincerity and inviting your audience to participate in the discussion.

How? Tracking the number of comments on your webpage using Google Analytics can be a bit tricky, as it requires setting up an event tracking code and creating a new Goal. However, if you prefer a simpler approach, you can always check the number of comments directly on your website.

Core social media metrics you should consider 

Impressions

What is the frequency at which your posts are viewed? This includes all instances where they are displayed to your followers, as well as instances where they are recommended to a wider audience. By tracking the frequency at which your posts are viewed (aka impressions on social media), you can gain valuable insights into the overall reach of your content and how it is being received by your audience. This information can help you adjust your content strategy and ensure that you are reaching your target audience effectively.

Engagement

How much do people interact with your posts? The effectiveness of your post is directly proportional to the level of engagement it receives. Therefore, it is important to assess how much interaction your posts generate. By consistently tracking and analyzing the level of engagement your posts generate, you can refine your social media strategy and create more effective content that resonates with your audience.

Follower growth

While not all your followers may be relevant, an increase in the number of followers is generally beneficial. If one of your posts results in a substantial rise in followers, it indicates that the post is effective. Additionally, having a larger following on social media can also improve the brand’s credibility and authority in the eyes of potential customers, as well as provide valuable social proof to showcase the popularity of the brand.

Post shares

When a post is deemed valuable enough to be shared with someone else, it indicates that the post has something unique to offer. This is especially significant when running a contest or a similar activity. This type of engagement can amplify the reach of the promotion and increase brand exposure. Furthermore, it can encourage more people to participate in the contest or engage with the brand on social media, leading to potential conversions and long-term customers.

Website Traffic

While it is beneficial to introduce your brand to people through social media, it is important to ultimately drive them to your website. Therefore, website traffic (also known as social traffic) that originates from social media is a crucial metric to track. This metric indicates how effective your social media strategy is in directing people to your website, where they can learn more about your brand, products, or services, and potentially make a purchase. High website traffic from social media suggests that your social media content is engaging and relevant to your audience and that you are effectively promoting your website through social media channels. It also provides an opportunity to further engage with visitors to your website, potentially converting them into loyal customers.

Conversions

Whether you are selling products, providing services, or offering resources, your ultimate goal is to convert your audience into customers or clients. Therefore, it is crucial to maximize the number of conversions you get from your social media content. If your social media content is not producing conversions, it may be necessary to re-evaluate your content strategy and make changes to improve its effectiveness. This could involve adjusting the messaging, targeting a different audience, or experimenting with different types of content or formats. By focusing on producing social media content that not only engages but also converts your audience, you can increase the ROI of your social media efforts and achieve your business goals more effectively.

While the prospect of using data and analytics may seem daunting for copywriters, it is important to identify your specific needs and focus on metrics that can provide relevant insights. By asking yourself what information you require and then seeking out relevant metrics, you can create a custom dashboard or report using Google Data Studio. This will enable you to view only the metrics that are most pertinent to your needs, without being overwhelmed by excessive data. 

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Wright Agency is a growing leading company for Copywriting and Translation!Check out our website https://wright-me.com/ for more details about our services! If you find this content useful, you’ll love our Instagram account @wright.agency, where we share tips, advice, and much more!