Let’s imagine you noticed that your website traffic had nearly tripled from one month to the next. Your first impression might be to think “Wow – this is great news!” However, as tech geeks we sometimes think about things like, “Where did the traffic actually come from?” or “Hopefully the website hasn’t been compromised.” Even though we’d like to tell ourselves that more visitors is definitely a positive, the truth of the matter is that increased traffic is only helpful if they’re finding us for the right reasons (learning about our brands, buying products, etc.). Otherwise, it’s just missed opportunities because we didn’t use our website metrics to learn more about consumers.
Who are Your Visitors?
The first few essential questions to ask yourself about your website’s traffic all evolve around demographics. There are numerous programs available online (Google Analytics, SEO MOZ, etc.) that will help you determine-
- Where are my website’s visitors originating from?
- What keywords did they target to find me?
- Which web pages held their attention the longest?
By understanding the search engine habits of our website visitors, we can better determine how to meet their overall needs and convert them into buyers. Believe it or not, over 85% of all businesses on the Internet do not track these types of statistics so they have no idea where their efforts are really succeeding (or being wasted). Likewise, these same metrics can be used to analyze your competition or to research completely new keywords or revenue streams as well so it is absolutely essential to know who your online visitors are and what brought them to you in the first place.
Which Pages Lead to Conversions?
Since the ultimate goal of any business is always to find cost-effective ways to reach new customers, it is vital to determine how your traffic flow relates to conversion rates. Analysts will say that this is often the hardest metric to track since many online visitors eventually become in-store customers, but we can still gain a number of insights by monitoring what information is accessed on our websites and other tendencies of our visitors-
- How many pages per visit are viewed?
- What is the average time on-site?
- Which pages have the highest bounce rates?
- How often is more information requested?
By asking these types of questions, it becomes easier to gain a better understanding of what our customers are looking for and what is required to give them better confidence in our products and services. Use this information to determine which pages need updating, which are already performing well, and which ones need to be removed completely from your website.
Where Can My Website Improve?
While there is always room for improvement when it comes to sales copy, multimedia experiences and infographics, the easiest way to anticipate your future customer needs is by analyzing how they interact with your website. That’s why so many major corporations have numerous types of sales pages in a variety of formats; they are always testing how different types of demographics respond to various forms of media. Even though you may not have the research budget of a Fortune 500 company, there’s absolutely no reason why you can’t use their exact same strategies to measure customer acquisitions.