What actions to measure on your website
Google Analytics is a free tool to monitor what happens on your business website. It allows you to track what your visitors do while on your site. Here are 5 important metrics to measure to make sure your website is performing well.
1. Conversion Rate
One of the primary purposes of your website is to turn visitors into customers. You want to convert them. This conversion can be measured and optimized to make the most from your website. A conversion is any action taken by a lead that brings them closer to knowing, liking and trusting your business. This could be downloading a report, filling out a quiz or calculator, signing up for emails, or requesting a call/quote.
You can analyze the various pathways that people use to access information on your site and see which is the most effective. You can then use this information to optimize and test those pathways, such as sending out more email marketing or putting more emphasis on social media.
2. Bounce Rate
Your bounce rate is how often new visitors go to your website and leave immediately. It indicates how useful visitors find your site and how well it matches their expectations when they arrive. A high bounce rate may be caused by traffic sources that are not appropriate, slow load times, or poor design. You want a lower bounce rate. Increase the value, design and load speed to get people to stay on your website longer.
3. Average Session Duration
A session is a single visit to your website by a person. The average time they spend on your website during that time is the average session duration. When the information you provide is very relevant to a person, they will spend more time on your website. Often, there will not be enough information, or relevant information. Sometimes it can be too much information, which you can see when interactions per visit are low and the duration of the average session is high.
4. Landing pages
A landing page is any website page that a visitor first lands on. These could be a blog post, a service or product page, a landing page designed for Search Engine Optimized for a specific action, such as a download, or any other page that starts the person on your website.
Give different URL names to different ad types to track which brings in the most visitors for the most effective use of ad spend. Monitor which keywords perform best to bring organic, unpaid visitors. Also, work out which landing pages convert the most visitors.
It is important to know which devices are used to visit your website. With the increase in smartphones and tablets, more and more business is done on these mobile devices. You may think people are checking your website from a desktop or laptop computer, but the majority of visits across the web are in fact from mobile devices. This is why it is important to monitor which devices get the most visitors. You can optimize your site for these. You may want and need to present information differently to accommodate mobile visitors.
Want to do even more? In-depth tracking for testing ads can be done with UTM parameters. These are tags, added to the end of your URL, which provide even more information about how your visitors find out about, and get to, your website. For example, you can use them to track which specific Facebook ad or campaign is driving the most visitors to your site. You can then put more money into that and pause the rest of the ads.
Tip of the Week: Use Google Analytics to track your website visitors and optimize your website design and content.