Keeping an Eye on the Right Analytics
Tracking these 7 Metrics Helps Make the Most of Analytics
When your website is working the way it should, as brand marketing tool, it will attract some attention. As your traffic increases, its important to know what works and what needs work. That’s where tracking the correct analytics comes in. Using tools like Google Analytics, can help you decide where your site, and content in general, needs to tighten up.
With the right analytics tool, you should be able to measure:
Unique Visitor Conversion
Interactions per Visit
Return Visitor Conversion
Average Session Duration
Let’s take them one-by-one.
1. Unique Visitor Conversion
How a new visitor interacts with your website will be different than the way a returning user engages. It’s important to know what new users are clicking on. Your website should be in a constant state of improvement; in order to be able to improve the experience for first-time visitors, you must take note of the conversion rates from returning visitors or loyal customers.
In other words, what draws visitors in and keeps them coming back? You will have a low rate of conversion for unique (new) visitors if your website is not user friendly. After getting a look at the numbers you’ll know how to improve user experience from the first visit.
Pro Tip: Consider running an informal focus study with family and friends. Watch how they interact and get real world feedback that can help improve the analytics the next time you the numbers.
2. Incoming Traffic
Where are the visitors to your website coming from? Tracking this part of the analytics helps identify how you are snagging people in the first place. There are three categories for incoming traffic:
- direct visitors: those who come to your site by typing in your exact URL into the address bar in their browser.
- search visitors: those who found your site via a search engine
- referral visitors: those who found your site through a third party blog, website or social media mention.
Pro Tip: If your direct visitor hits are low, your website address could be too complicated to remember. If search visitors are low, try to bump up your SEO ranking. And if referral visits need work, consider inbound links.
3. Interactions per Visit
Every visitor to your site matters, understanding the ones who leave right away will help improve your website. Monitoring interactions per visit via analytics lets you know exactly what people they are doing on your website and what you can do to get them to do more useful traffic.
4. Return Visitor Conversion
Return visitors are important! So, when you notice that number rising or falling you need to know why. If the content on your website is not enough to convert a new user to a return user, there are a few tactics your brand can employ.
- Offer an incentive such as free informational content
- Consider a web-based coupon
- Gather email data
Knowing the metrics helps you turn these return visitors into actual customers.
5. Bounce Rate
All of the metrics mentioned above will help lower your bounce rate if analyzed in the correct way. The bounce rate is the amount of times new visitors visit the site and then immediately leave it without interaction.
Pro Tip: When and where the bounce occurs will help you improve landing pages, sources of traffic, poor design, or slow download times.
6. Page Views
One page view is a single view of a page on your website by one particular visitor. Knowing this number will show how often visitors successfully interact and engage with your content. High views on a given page could mean that content is exceptional high. Low views on a page could indicate that page needs a bit of work.
Things like confusing layout, bad menu design, or slow download speeds can impact page views. Using analytics to nail down the problems will help you improve every page on your site.
7. Average Session Duration
How long are people spending on your site? Analytics will help you narrow that down to the second. The more time people spend indicates the how interesting your content is and how good or bad the overall user experience can be.
Pro Tip: Compare this metric to the interactions per visit. If interactions are low but average session is high, it could mean that page has too much information. Visitors are having to search too hard to find what they need. Call to action buttons and contact information could help bump up the interactions.
Now that you know the correct metrics to track, you can make the most of your analytics tool and greatly improve your brand’s website. Professionals compare and contrast the data to make sweeping improvements on a website that’s past its prime. Knowing the numbers will let you know when it’s time to ask for help or stay the course.
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