Tips for Better Measurement of Website Metrics
Without a website, your business is missing a crucial tool. In fact, it cripples your chances of success. Even customers who prefer to shop at a brick and mortar location tend to use the Internet to find businesses in their area, and if you lack an online presence, you’re invisible to them. Of course, it’s not as simple as “build it and they will come”. You have to market, but then you have to measure the results of your marketing to fine tune your campaigns and ensure that you’re reaching your goals. If you’re struggling with measuring your website metrics, the following tips will help. More Than Just Total Number of Visitors
Once upon a time, the total number of unique visitors a website saw per day, week or month was one of the most important metrics. It’s still important information, but there are some that trump it. For instance, while yes, you need to know where they’re coming from. This includes the following:
Where are your visitors located? Are they locals? Are they from another nearby area? Are they from across the country? This will help you determine if you’re actually reaching your target audience. Origin Site: Where do your visitors come from on the Internet? Are they coming to your site from a PPC ad? Are they clicking through from a post on Facebook or Twitter? Are they being referred from a guest post on a blog? This information will help you determine what locations are working, what content draws in traffic and much more.
Where Do They Go?
When your visitors land on your site, do they stay on the landing page for a decent length of time, or do they immediately go somewhere else? What pages on your site see the most visits? Which ones see the longest visits? What pages have the highest bounce rate? This information can help you determine what content resonates with your audience the most, which types of content turn them off, and whether you need to change up your landing page copy, as well as much more. Search Results
What brought those visitors to your site from a Google or Bing search? What keywords did they target, and how do they stack up against the ones you’re targeting in your other marketing efforts? This information can help you broaden your reach to include less competitive yet highly accurate search terms your customers actually use. Google’s Keyword Planner is great, but it shouldn’t be the only tool you’re using to generate keyword ideas.
Chances are good you have an opt-in form that allows your visitors to sign up for a newsletter, special deals or some similar way of building your list of names and contact information. How well is it performing? Do your visitors hit the page and then leave immediately? How many people see the page and leave versus signing up? As you can see, there are many critical metrics that must be measured in terms of website performance. You must have the most accurate view of the picture in order to make informed decisions here.
Tips for Better Measurement of Website Metrics by Chris Tomlinson