The following is an excerpt from IMPACT's popular ebook, "The Website Statistics You Need to Know." For more expert tips on making adjustments to your campaign to achieve your goals, be sure to check out the full ebook.
Do you know where your website traffic is coming from?
And more importantly, can you identify which of your marketing initiatives are driving the most traffic, and which are simply a waste of time? Don't be embarrassed to say no, as the shocking truth is many businesses and marketers know they're website is generating traffic, they just don't know where its coming from and what's driving it there in the first place.
In order to effectively make the necessary adjustments to better allocate your resources and achieve your goals, it's critical that you understand where your traffic is coming from, and how your current marketing strategy is performing in regards to this.
Below, we've detailed some of the most important metrics you should be tracking in order to fully understand how your current marketing is performing.
Important Metrics for your Traffic Source Analysis
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.
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.
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:
- The content you provided was lack-luster and not valuable to them
- Site design detoured them from pursuing further
- Site layout was too difficult to navigate and find what they wanted
- 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.
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.
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, don’t hesitate to contact IMPACT today.
Specific Goal Conversion
Each website or web page has a specific objective. This may be generating a sale, or it may be providing an eBook download. Your analytical software will be able to measure your objectives and calculate just how many or what percentage of our visitors “converted” and fulfilled your goal. It will also tell you just how many conversions you missed.
You can then go back and review those individual’s who did not convert, see what pages they visited prior to getting to your conversion page, and what site they went to after they left your page. It will help you gain a better understanding of your customer and think of ways to fine tune your marketing campaign.
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.