5 Things to Measure on Your Website


October 7, 2014 By

Chris Lau

 

Don’t let the analytics of your website scare you! Though these metrics may mean nothing to you now, they should mean everything to you if you want to start tracking the success of your site. Thankfully, you don’t need expensive software to do this; you just need to know what to look for in your Google Analytics.

So let’s dive into these analytics to pull out some of the most important metrics:

1. Sessions (Formerly known as Visits)

A session is defined as a group of interactions one user takes within a given time frame on your website. The default time frame for Google Analytics is 30 minutes. So this means that everything a user does under the 30 min. frame on your site counts as one session. However, if they continue to browse or purchase on your site for over the 30 min. frame, it is now considered two sessions. This is what makes the leap from Visits to Sessions so impactful. Sessions do also take into account “passive” visitors who have the tab open but may not be actively engaging with your site. Passive visitors won’t be counted past the 30 min. marker.

2. Users (Formerly known as Visitors)

Users are basically the unique visitors that visit your site within a given time frame. Knowing this shows you just how many fresh faces are coming into contact with your website and your company. This can be an indicator of the amount of potential new customers coming to your site through different campaigns.

3. Bounce Rate

Bounce Rate is the percentage of single-page sessions (i.e. sessions where the person left your site from the entrance page without interacting with the page). There are a number of reasons users leave your site causing unsatisfactory bounce rates. Two of the most common reasons are site design and usability issues. In addition, a user might only need information on that single page and not feel the need to search further into your site. Optimizing your landing pages and ensuring that your ads or content reflect the information on the site are good ways to make sure you’re not further attributing to a high bounce rate.

4. Traffic Sources (Direct | Referral | Organic | Paid)     

  • Direct Traffic – this term is exactly as it seems. Direct traffic refers to people going directly to specific URLs on your site. If someone types your URL into the web address bar in their browser, they would be considered direct traffic. Also, if a customer has a page bookmarked or the web address bar auto-completes the URL, they would also be considered direct traffic. It’s important to keep pages with high direct traffic updated with new information. 
  • Referral Traffic – this report shows which sites are sending the most traffic your way. Things like your social media posts, guest blog posts, and promotional materials on a different website can send you referral traffic. 
  • Organic Search Traffic – this refers to the traffic gained through users clicking on organic search results via search engines such as Google, Bing or Yahoo. Enhancing your site so that you come up in search naturally, without the aid of any paid ads, is called Search Engine Optimization. Increasing your organic search rankings will help your business and products get found easier online without the aid of paid advertising, which is always a plus!
  • Paid Search Traffic – on the flip side of organic search traffic is paid search traffic. Running Pay Per Click ads on search engines is a great way to start gaining traffic in a shorter amount of time than organic search, especially if you have a brand new site with no prior domain authority. Paying to show up for keywords is a great way to catch people’s eye while they’re searching for products or services you offer. Depending on your industry and location, this route could get a little pricy. 

5. Conversions

Lastly, you’re going to need to measure your website’s conversions. A “goal conversion” can be a multitude of different actions a visitor could take on your website. It all depends on what your business’ goals are. For example, you might want visitors to download a free report, sign up for your newsletter, request more information, or make a purchase. After collecting information about how many visitors are coming to your site and seeing how many goals are being completed you can judge what your website’s conversion rate is. The higher the conversion rate, the better your website is performing! If your conversation rate isn’t where you’d like it to be, there could be may different reasons such as web design, broken forms or links or that the customer is coming to your website when they’re in research mode.


These metrics are just the basics of things that you can analyze to measure the usability or effectiveness of your marketing efforts and your website. An Digital marketing company will be able to look further into your analytics to pull out exactly where customers are coming from and where they may be dropping off.

Sales & Marketing Technologies is the most established Digital marketing and web development company in Central Florida. If you’re experiencing low website traffic, need a new website design, or just want to grow your business online, contact us today!

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