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by John Bonini John Bonini on August 23, 2012

The 5 Most Important Website Statistics You Should Be Tracking

August 23, 2012

website statisticsThe following is an excerpt from IMPACT's Ebook, "The Website Statistics You Need to Know." For more expert tips on measuring the success of your website through marketing analytics, check out the target="_blank">full Ebook. 


When considering website statistics, there are five essential ones that you need to know in order to maintain a strong marketing campaign.


The most basic, and most important stat of them all, are your website traffic stats. Without any visitors, there won’t be any sales! There are a lot of different website traffic stats, but we’ll cover a few of the most important ones that you need to pay attention to.


As a certified partner of HubSpot, IMPACT utilizes their award winning software to track and measure all client website statistics in order to deliver a more effective campaign. Give us a call today and learn how we can help you get started!


The 5 Most Important Website Statistics


1. Number of Visitors


This one’s an easy one. Knowing just how many people are coming through to your site is important. It will help give you a good idea of how well your SEO, PPC, social media, and other advertising methods are working when trying to get people to come to your site.


2. Number of Unique Visitors


This is a bit more important than number of visitors. This stat keeps track of the number of brand new visitors that come to your site. For example, the number of visitors will keep track of each time your page is visited. So if it’s the same visitor simply visiting your page 100 times, that would be your number of visitors. But in this same example, the number of unique visitors would be 1.


3. Length of Stay


As a true measure of quality content and overall site design, tracking the length of a visitor’s stay is an outstanding source of information. If your visitors are spending less than 30 seconds on your site, it means they have not taken the next step to become a client for one of the following reasons: (1) the content you provided was lack-luster and not valuable to them (2) site design detoured them from pursuing further, (3) site


layout was too difficult to navigate and find what they wanted, or (4) there wasn’t a lead capture form or a reason for them to submit their information.


If you happen to see that your site’s average length of stay starts to drop (or never rises above that 30 second range), you need to act fast because your online reputation is truly at stake. Remember that quality content is key, and that your site needs to include some form of interaction and value to your target audience.


Continuously analyzing this information will allow you to keep a constant pulse of your visitor interest and content relevancy.


4. Source of Traffic


Measuring the sources of your site traffic is extraordinarily important as it indicates the search engine optimization efforts as well as the link building, e-mail, and print marketing campaigns which feature your site. Keep in mind that search engine optimization (both local and global) take time to increase site traffic, but if you do not see traffic driven from search engines within 4 to 6 months then it’s time to re-evaluate the campaign. The same holds true for e-mail campaigns and link-building strategies – allow a few months to see a change and react.


5. Pages Visited


While measuring the average site time and source of traffic is tremendously important, analyzing the pages visited in a stay is even more important. In other words, if a site visitor merely lands on the home page and then clicks to get out of the site (even if they stayed for 2 minutes on that home page), there is no feeling of loyalty built which does not help conversion rating.


Analyzing pages visited can also help determine if the content you have on your site is directional and engaging. If the content does not have both of those characteristics then the sub-pages of your site will feel the impact. Keep a close eye on these statistics and make the necessary changes as soon as possible to direct people to take action on your site.


In summary, tracking site statistics is one of the most important tasks that can be done for your business and online reputation. If you need assistance with tracking and analyzing the statistics, contact IMPACT today.


Tracking with HubSpot's Marketing Analytics


So now that we’ve covered the 6 stats, it’s time to look at one of the best tools that will help you analyze all o this information. HubSpot offers a fantastic, all encompassing marketing package that will allow you to measure all of these stats. It’s great to first start with their free “Marketing Grader” tool.


In 2006, HubSpot released their “Website Grader”, but recently they have released their new and improved “Marketing Grader”. This free tool analyzes over 30 measures of marketing effectiveness in less than a minute, and they’ll grade your business on a scale of 1 to 100.


This new Marketing Grader not only grades your website, but it also takes a good, hard look at your social media engagement, your site content, and your general participa- tion across the web, like in forums and blogs.


HubSpot doesn’t just provide you with the Marketing Grader though. They have a number of other statistical tools that will give you an all-encompassing overview of just how well your site and other marking endeavors are doing. For example, the HubSpot Keyword tool will probably quickly become the most used tool of theirs that you’ll ever use (try to review your keywords 2-3 times a week). This tool will tell you exactly what keywords are hot, which are not, as well as give you cost per click (CPC) prices, and more.


The HubSpot Competitor’s tool is another tool we have to mention, since it’s one of the best out there on the web. If you want to know just what your competitors are do- ing and how your stack up against them, definitely check out this tool. You can adopt some of their own marketing scheme ideas and make them your own.


HubSpot’s tools will give you everything that you need to take a good, in depth look at your website. Other tools they have include:



  • Link tracking

  • Page-level SEO

  • Blogging and social media analytics (like Tweet Grader)

  • Social media monitoring and publishing (this will save you a ton of time on your social media sites!)

  • Landing page statistics • A/B testing (you’ll be able to see exactly what pages convert visitors and which don’t)

  • Content Management

  • Email Marketing (Their Email Manager tool is one of the best around. You can send out personalized emails to one or more lead segments)


...and that’s just SOME of the tools that come with their marketing package.


Continue reading the full Ebook...

John Bonini

John Bonini

John is the Marketing Director at IMPACT, responsible for the overall marketing and branding strategy. He also writes for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. He enjoys playing guitar, high-fives, and anything with marinara sauce.

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