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If the Top of Funnel is all about acquiring new visitors, the Middle of the Funnel objective is to convert visitors into subscribers & build engagement with those new subscribers. 

Before we dive into the key metrics to track in the MOF, let me cover a cover basic assumptions that I'm making:

1. I'm assuming you have Google Analytics (GA for short) set up for your site. It's okay if you're not using it, as long as it's tracking visitors, you should be covered.

2. I'm also assuming you're picking date ranges that work well for your particular business model. Some small businesses track metrics on a monthly basis, and other larger companies prefer to track metrics on a weekly basis. ​Whichever is the case for you, remember to stay consistent throughout the data collection process. 

Let's take a look at three Key Metrics to help us track and analyze the Middle of Funnel.

MOF Key Metric: Unique Page Views

We need to be tracking unique page views so we can use this metric to help us determine other metrics we'll talk about in just a few minutes. This metric is also a simple, yet telling number because it indicates how much traffic we have coming to the site without counting repeated views. 

Where & How to Find This Metric

The Unique Page Views metric is a Total Count number, and we'll use Google Analytics to find it. 

  1. navigate to Audience -> Overview  
  2. Locate the total number of Unique Pageviews based on your date range criteria

MOF Key Metric: New  Leads (or New Subscribers)

It's important for us to track new leads (subscribers) because this metric is the indicator for list growth. This metric can be found in your CRM and tracked as an overall metric or drilled down to specify how well particular opt-ins or lead magnets are performing. 

Where & How to Find This Metric

The New Leads (Subscribers) metric is a Total Count number, and we'll use your CRM (Infusionsoft, Active Campaign, etc) to find it.

How you'll find this metrics will vary depending on what software you use. Typically you'll be looking for total number of new contacts that were created during a specific time frame and through a specific web form.

MOF Key Metric: Visitor to Subscriber Conversion

Tracking unique page views for a particular lead magnet and keeping track of how many subscribers come through that web form is important, but it doesn't give us an easy number to compare month to month. We need to calculate the Visitor to Subscriber conversion rate.

Where & How to Find This Metric

The Visitor to Subscriber Conversion is a rate, and the two MOF metrics we just talked about to find it.

Divide the # of subscribers / # of unique page views to find the conversion rate to determine how well your lead magnets and opt-ins are performing.

Final Thoughts on Middle of Funnel Metrics

The middle of the funnel has tons of areas you can dive into to give you more insight into how your subscribers are engaging and interacting with your brand. But the most important place to start is making sure your website lead magnets and opt-ins are doing their job: converting visitors to subscribers. Remember, the objective of all MOF marketing strategies is to convert subscribers and build engagement through email. Once you start tracking these MOF metrics, you can begin to drill down into more advanced segmentation and email subscriber behavior. 

Now that you're on a roll with tracking MOF metrics, let's take a look at the Key Metrics for the Bottom of the Funnel.

About the Author:

Jamie DuBose is the CEO, Launch Strategist & Marketing Automation Specialist at Zenplicity. She helps profitable entrepreneurs make strategic marketing decisions that consistently improve their business & increase their revenue. Her expertise lies in creating targeted, high-performing campaigns that track & use behavior-based subscriber metrics to sell more units to a more engaged audience.
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