Why You Should Know Your Traffic! The Power Of Using Web Analytics
Who are your customers? Who comes to your site and how does it get there? How many of them are purchasing services or products? How do you know it?
If you don't use web analytics to track traffic behavior to and on your site, you won't know the answer to any of these questions! If you don't know the answers to these questions, you won't know if you need to change your advertising sources, update your products or services, or reorganize your site's content and pages. To know what's effective and what isn't, you need to analyze your traffic.
How do you analyze the traffic? The best way is through tracking software. The monitoring software will let you know the key information about your traffic. One of them is "bounce", when a visitor lands on a page on your site and doesn't explore further before leaving. If most of your visitors bounce right off your site, it doesn’t matter if you get 10,000 visitors a day. What you need is targeted traffic, visitors who land on your site and stay there, exploring what you have to offer.
You may find that your bounce rate on one page of your site is extremely high, while other pages exhibit a lower rank. Now, not only do you know that this is happening, but you know exactly where it’s happening and you can fix that page so that it entices people to stay.
The next thing that your web analytic software can do for you is check out where your visitors are coming from. How many have written their address directly? How many arrived via a link on a search engine? How many have connected to you through another site? You may be paying for advertising on a site that is driving traffic for you. Now you know and you can cancel that ad subscription and save some money. You may see that you are getting a lot of traffic from another site. Perhaps you decide to link to similar sites in the hopes of getting the same results.
Where do your visitors go once they get to your site? Are they landing on the desired pages? Are they filling out your forms or buying your inventory? How many are returning and how many come just once? It is with this information that you will be able to use web analytics to further figure out what it is that your site needs in order to convert visitors into buyers. This is called a conversion rate, the percentage of visitors to your site who make a purchase or subscribe, and it is critical in building a successful website for your business. In fact, it is the entire point of web analytics and the reason for carefully and accurately tracking your visitor’s activities: to raise your conversion rate as much as possible.
Improving your conversion rate starts with tracking and web analytics. Without accurate information, you cannot analyze the activities of your visitors. When you analyze your visitors' activities and compare the results with what you would like to see happening on your site, page by page, you can make adjustments to achieve those goals. After making the changes, check your numbers and use web analytics again to determine what needs to be changed next. This way, you can stop wasting time and money on advertising and SEO techniques that don't attract or hold traffic and stick to what works, attracting targeted traffic and converting customers into repeat customers.
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