One of the primary factors in measuring the success of your online marketing efforts is the amount of traffic that is coming to your site. While gaining traffic to your site is far from gaining an actual conversion, it is the first hurdle to clear in terms of steering your consumer in the right direction. Things like pay-per-click advertising, blogging, and to an extent, SEO, all serve to drive traffic to your website. From here, the real challenge begins.
When attempting to gain a conversion, that is, having your user do what you want them to do, it’s important to know what your consumer is doing when they visit your site. That’s where tools like Google Analytics come in and let you know of the different behaviors that take place when a user traverses your site.
Metrics to take into account include:
Bounce Rate- The bounce rate associated with your website is something that Google measures and has to do with how long a user will stay on your site before dropping off. It will also take into account if a user comes to your home page and leaves without navigating deeper into your site. Having a bounce rate is a perfectly natural byproduct of running a website, however, anything above 50-60% may be a cause for concern. This can be an indication of multiple issues, but it most clearly means that users aren’t finding what they want within a few seconds, or they have come to the wrong site all together.
Visitor Flow- This is a feature offered in Google Analytics that will track how users navigate through your site. This is especially useful when figuring out exactly which channels your consumer used to find you, and how they interacted with your site thereafter. If you’re seeing a large amount of traffic drop off when they reach a particular page, it may be necessary to rework the content on that page, or make the call to action more clear. If your user can’t find the place they need to buy a product or contact you for more information, then the messaging for this needs to be more prominent in certain areas.
Goal Completions- Most businesses have a clear goal in mind for certain campaigns or what they need to do in order to survive. Google Analytics allows you to set up certain goals that you are able to track. This could be the sale of a certain product or when someone fills out a contact form. You can then track the behavior of a goal completion to see what it is that you did correctly. If you notice a pattern of users who complete a goal, you have probably found something worth exploring further.
As is true with any campaign, it’s important to track data and make adjustments accordingly. Finding what works and replicating this on a regular basis can mean the difference between success and failure.