Attracting and keeping customers coming back to a website can be tough. Even with the perfect product or service, traffic isn’t guaranteed. If you want to grow as a business, you have to understand and use all the website metrics you have.
Before you delve into conversion optimization, SEO services, and ad campaigns, read this guide first. It will teach you all about important metrics used to optimize traffic.
This range of website metrics is simple. You get direct visitors that typed in your URL and hit enter, those that click on your website during a search, and those that clicked on a referral link.
Knowing where your traffic is coming from is half (or part) of the battle.
New & Returning Visitors
Understanding visitor website metrics on behavior patterns is key to improving conversion and retention rates. When it comes to new visitors, you must focus on website presentation and functionality.
If you cannot grab the attention of a first-time visitor in 8 seconds, your opportunity will be lost. When it comes to returning visitors, you’ll need to understand why visitors are returning. Are they returning to complete a purchase? Is it a repeat purchase or a new purchase?
Web metrics and mailing lists can help answer these questions.
What your visitors do once they’re on your website is also very important. If you can read their viewing behaviors then you can tell what works or what content is engaging them. Does your website get a steady flow of comments/reviews? If not, then you should try to incentivize engagement. Quizzes, giveaways, and other contests are great examples. The more website interactions you can get, the better your website metrics will look.
This also ties into value per visit. Value is measured by page views per visit, comments, reviews, shares, and purchases. All of these things are valuable in their own right and contribute to your page ranking. If you know the value per visit, you can start implementing lead generation, SEO services and start increasing conversion rates.
Bounce Rates and Exit Pages
Visitors who don’t interact with your website and leave, it means they’ve bounced. When you’re getting a high bounce rate, you should consider looking at a few possibilities:
- Bad/incompatible referral
- Poor website interface
- Slow page loading
- Too text-dense
Now, visitors who do interact, but ultimately leave your site without converting offer more metrics.
Exit pages can tell you why you’re not converting. For example, losing customers during the checkout process. This could mean broken or complicated checkout progression. Also, check for product sale errors or cart errors.
A weak Call-to-Action is another common exit page indicator. Focus on strong sales copy to improve bounce rates.
Utilizing Website Metrics
Log and monitor your metrics closely. You should start looking at a targeted marketing and conversion campaign.
HD Marketing Design is your one-stop shop for putting website data into action. Learn more about how we can increase your traffic, improve quality of traffic, and get the best value for your buck.