Your website’s success depends in part on its ability to rank in the search engine. Continuous analysis of your traffic sources will reveal how visitors interact with your site.
While much emphasis was placed on keywords and backlinks in the past, recent Google updates now place highest importance on user experience. So the sites that offer visitors real value are the ones that rank highest in the search engines.
Your site’s analytics will help you understand if your visitors are getting real value when they land on your pages. When you interpret the analytics and make the necessary adjustments, your site’s performance and ranking will improve. Following are three metrics you should monitor for your website.
One of the most important tools within analytics for gauging visitor experience on your website is the bounce rate.
If visitors made it to your site by way of the search engine, it means that your site’s results appeared on the first page or the first couple pages. But ranking on the first page is not enough to keep visitors on your site. They will stay if they get the information they need and enjoy the experience they have there. If not, they’ll leave – bounce- in favor of another site. For instance, if a user types in Yodle reviews and lands on a page with no reviews, he will most likely bounce.
A high bounce rate tells the search engines that the content on your site is not relevant to the search term or that user experience is not the best.
Tighten up your content to address the search term and include the elements that will improve user experience and your site will rank higher in the search results.
The second metric you should examine closely is the visitors. Visitor behavior gives a clear picture of how your site is being used, and you can use this information to make improvements. Specific things you should understand include who’s coming to your site, how long they stay on the site, and how many pages they look at before they leave or purchase a product.
In your metrics, look for Visits, Pages Per Visits, Unique Visitors, and Average Time On Site. Examine your metrics for major peaks and dips. Did the numbers go down after a major site redesign? Then you know that the new design is not a hit. If there’s a peak during a major promotion, you’ll know that your marketing efforts are bearing fruit. Remember that it all comes down to making improvements after your examine the statistics.
While traffic source is not really a metric, it is extremely crucial that you monitor this part of the report. It will reveal where your business leads are coming from so you can focus your attentions there. For instance, if your ad at a certain site is sending you lots of leads, you’ll know that it’s an ad that you cannot afford to pull.
When you know where your traffic is coming from, you can optimize that source to boost your traffic. Conversely, you can reduce your efforts in places that are not sending the volume of traffic you need.
These are the three metrics that you should monitor closely in your analytics report. They will show you how engaged your visitors are, so you can make improvements and boost your rankings, lead generation, and sales.