< Web Traffic Demystified -Website Traffic Metrics

Website Traffic Metrics

In today’s lesson, we are going to look at what website traffic metrics are and which ones to look out for.

There are currently nearly 2 billion websites on the Internet, which means that your competitor will almost certainly have a website like yours.

So does your online marketing efforts have a good return on investment? It all starts with web traffic analysis. After all, you can’t control what you don’t measure.
But what is web traffic analysis or tracking and which metrics should you look out for? This article will tell you everything you need to know about the traffic metrics to track so that you can convert more website visitors into potential customers and more potential customers into paying customers.

What is Web Analytics Metrics or Tracking Metrics

Web analytics can be defined as a system that collects, processes, and reports data from a website, which can be used to obtain information about customers and their interactions with the company’s website.

The use of analytical reports allows us to access valuable data and traffic metrics that are helpful to the company. To achieve their goals and objectives, most brands use this data to develop strategies to help them grow their website.

Importance of web traffic metrics or traffic analysis

The most successful companies will track as many metrics as possible; if you don’t track them, you can’t tell which ones work and which ones don’t; it’s also impossible to see where you put your time or money and how to improve.

Many managers and business owners instinctively use their intuition or “guts” to make important business decisions. Although there is nothing wrong with following your instincts (which may be great in business), you can’t argue with numbers.

Here are some of the reasons why it is important to track website traffic.

1.  Better Understanding of Your Traffic Through Accurate Data

Web analytics is about data reporting. Google Analytics, a web traffic analytical tool, provides valuable data and traffic metrics that can reveal hidden information about your website traffic. This helps you understand what to do and improve your website even better.
Websites that cannot provide a good user experience for their visitors cannot be considered for business with them. In order to improve the user experience, we need to understand the audience of the website, the devices they use, the languages ​​they speak, etc.
Web analytics provides this data to companies through their reports, helping them understand their audience and develop strategies to improve the user experience when they visit their website.

2. Know your best content and focus on it.

Website analysis tools such as Google Analytics will show you the most visited content, the average duration of a single page, and the bounce rate so that you can analyze and optimize for better engagement 

3.  It improves your site SEO

Search Engine Optimization (SEO) is one of the most important aspects that determine the growth of your business. The more organic traffic your company’s website gets, the more potential customers and conversions you get. Website analysis can help you improve the search engine optimization of your website in many ways. By understanding the demographics and interests of your visitors, you can create targeted content and increase its visibility in search engines.

4. Track popular recommendations and develop strategies to get more recommendations.

Website analytics allows you to track who brings the most traffic to your company’s website, analyze it, and focus on strategies to get more recommendations from them.
For example, if your website gets the most traffic from search engines. This means the SEO of your website is good. If it is from social networks, you will know that your social marketing efforts are paying off. You can even track which social network is referring the most.

7 Website Traffic Metrics You Should Track

1.  Page Views

Pageviews refer to the total number of views or visits a web page gets. Repeat visits to the same page are counted. A page view hit is usually counted every time a page loads or is reloaded/refreshed.

The number of page views can indicate the popularity of a post or page. It could mean that people liked the content, or when used in combination with other metrics like new vs returning visitors, you might check whether a lot of people are landing on a particular page because they are looking for something.

2. New Vs Returning Visitors

The new and returning visitors report identifies (obviously) new and returning visitors to your site. It is helpful to know how many people find your site interesting enough to return back to it.

Google Analytics tool is able to collect this data by tracking the Client IDs of users on their website. When a user visits your website, it assigns a random identification number selected by the user’s browser and device. Whenever these visitors come back later, it can recognize and track their information.
However, not all new visitors are actually new visitors to your website because if someone visits with a different browser or device, they will be assigned a new client ID and will show up as though he is a new visitor.
Path: Google Analytics> Audience> Behavior> New Vs. Returning
This metric is very useful. With it, you can understand that getting new visitors is good for your website. However, when you don’t get so many new visitors, you may need to work on your digital marketing strategy.
However, returning visitors are even more important. This is because returning visitors are more likely to convert because they are obviously interested in whatever is on your site.
A low return rate means you should improve on your website content. You should aim to get 25% to 50% of your total visitors as repeat or returning visitors.

3. Traffic Source

Traffic sources reveal where your visitors are coming from.

It can be divided into sub-sections: search traffic, direct traffic, and referral traffic, and social traffic. Each source is important, so it is worth having a good overview of where your users come from to plan your content strategy.

  • Search traffic refers to users who found your site through search engines like Google or Bing.
  • Direct traffic are users who directly visit your site by entering the URL into their browser’s address bar.
  • Referral traffic are users who visit your site via a link on another website.
  • Social traffic refers to users who come to your site via a link on a social network

It is interesting to note that a lot of traffic has been coming from social media sites in recent years. People follow links shared by their friends rather than browsing the internet on their own. Social sharing buttons and encouraging social sharing are two ways to increase traffic from social media sites.

4.  Bounce Rate

This metric measures how many visitors left your website immediately after they arrived, also known as single-page sessions. If this metric is high, it means that your visitors aren’t staying on your site to browse the content.

The bounce rate metric doesn’t necessarily indicate why people may leave your website after a given time. So it is left for you to figure out why and try to improve on it to reduce the bounce rate. You should try and aim for 50% or lower.

PathGoogle Analytics > Audience > Behavior > Session Quality

5.  Session duration

The session duration calculates the active time of visitors on your website. This metric can be a good indicator of how engaging your website is; or may be not. For Instance, If your website focuses on displaying the products and services you sell and relies on people viewing your pages and links, the session time. It may be a good indicator of how interesting people find your products. On the other hand, if you post a long blog post or a very long video on your website, your visitors may not click on many pages. In this case, this indicator may not be a reliable way to measure engagement.
If the user is inactive for 30 minutes or more, the session expires or is closed.

6. Conversion Rate

The conversion rate is the percentage of visitors who convert from passive visitors who only read your content to active visitors who take a required action on the website such as signing up for a newsletter or making a purchase.

Converted active visitors (conversions) are a key factor in reaching your marketing goals.

You can track the conversion rate of your website by separating conversions from returning visitors and then comparing the patterns.

If your visitors are not converting at a high rate, you should take a look at the first thing they see when they visit your site. Then optimize and improve that experience.

7. Average Time On Site

While the Bounce rate indicates areas where you are failing to engage visitors on your site, the Average Time On Site metric is a measure of how well you are engaging them throughout the site. It can identify problems such as poor navigation, poor content, or a lack thereof.

Keep in mind that mobile users behave differently to desktop visitors than on their smartphones. It is more common for them to spend longer browsing websites from their phones than from their desktops or laptops.

You can access this metric via Path: Google Analytics > Behavior> Site Content> All Pages

 In conclusion

These are the basics that you need to know as far a web traffic tracking and analysis is concerned. In our next lesson, we will look at all the various tools you can use to analyze website traffic (both yours and competitor traffic) aside from Google Analytics. So watch out for it.


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