Website Traffic – Measure the Effectiveness (Part 2)
In an earlier post we talked about quality vs. quantity in your website traffic. To attract your ideal audience, you need to provide quality information that your audience wants, finds valuable and that solves a problem they have. Before I get more into what kinds of things you can do to get quality traffic to your website, I want to talk a bit about measuring traffic effectiveness.
How to Measure the Effectiveness of Traffic
One of the most important things to learn is measuring the effectiveness of the work you do to improve your website traffic. Using SMART goals, each goal you make needs to be Specific, Measurable, Achievable, and Time sensitive. First, set up a Google Analytics Account. If you already have an email address and a URL for your website, it’s easy to set it up.
Go to Google.com/Analytics to set up the account, using your URL and a Gmail account. Follow the prompts to do so. Once you set up the Analytics account, you’ll get a code to put into your site. If you use WordPress, you can get a plugin like Google Analytics by Yoast. This allows you to be able to collect and view the stats from within your WordPress Dashboard. You can also login to Google each day and check it at analytics.google.com. It may take a few days before you start seeing analytics, so just keep doing the things mentioned in this report below and check your analytics periodically such as quarterly at first. Later, when you’re more established you can start checking more often.
What to measure
When it comes to measuring online traffic effectiveness, the things you need to measure are:
- Your Website’s General Audience -This is the very first thing you will see when you sign into your Google Analytics account once it’s activated and you have some visitors to track. Until you learn how to set it up completely, it’s counting when you visit your site too, but that’s okay for now.
Here you can see how many visitors you have in one day, how many are returning, and how many are unique. This is good to track because you want a good number of new visitors so you can build your list, but you also want a good amount of return visitors because that signals that your content is engaging. By clicking to the left under Audience, you can get deeper into this information.
- The Sources that Send You Traffic – In addition to how many people are coming to your site, it’s good to know from where they came. Google lays it out for you in terms of organic, referral, direct and social. As you get more familiar with Google Analytics, you can also set it up to be more specific and even set conversion goals and more.
- In Google Analytics, it’s called Acquisition Overview.
From this area, you can set up goals, and get information about where your visitors came from. Knowing where most of your visitors come from is helpful. If you look at the pie chart above this website is fairly equally distributed with social search being the lowest (most likely due to lack of effective social activity.)
- Landing & Exit Page Information – In Google Analytics, look for “Behavior” then click on “Site content” and you can learn about which landing pages your audience is more likely to come to, as well as which pages are exit pages. These are important to you because you want to perfect not only who comes to your website, but also where they go.You can even look at the behavior flow of your audience to see where they landed and what they did after they landed. This is located under Behavior > Behavior Flow. The information provided here helps you know who is viewing your website, from where, and what pages they come in on most and leave from the most. This is valuable information because it helps you improve the information on a certain landing page, if it’s not converting, so that it is more targeted to your ideal client. Research and find out exactly what information they are looking for and provide that in order to increase conversion.
There is so much that can be learned from Google Analytics, this is just a sampling. Go sign up for the Google Analytics account, get the code and include it in your website (sites vary on how to do this.) If you don’t see data, wait a few days and check back. Get to know where your visitors come from and where they leave, and make adjustments as needed.
The next post will take a look at targeted traffic, which can be used to improve your results in the analytics. As always, if you have questions about Google Analytics or where to put the code in your website, call or contact Resolve Web Studio, we are always willing to help!