There’s an abundance of data and information out there. If you’re trying to gauge the effectiveness of your website or specific content, it’s easy to become overwhelmed. Rather than get caught up in the tidal wave of information, it’s essential to know the metrics that matter most and focus on those.
Metrics like click-through rates, organic vs. paid traffic, and the total number of viewers provide valuable information to assess the performance of your website. However, among that sea of information also lies buried treasure.
This blog is going to help you dive deeper to discover data that often goes overlooked but provides a wealth of material. Continue reading to find out how to gain a competitive advantage, generate more leads, and convert more sales by plunging into these metrics:
You need your content to focus on addressing the needs and answering the questions of your target audience. Keywords are what bring search engines, searchers, and content providers together. To attract attention to your site, you need to speak the language of your targets.
There are several factors to consider when choosing a keyword strategy. Some of the things you should assess before producing your content meant to drive traffic are:
- Search volume: Find out how often Google users are searching a particular keyword within the U.S.
- Global volume: Discover the total number of searches for a keyword around the world. This can be especially useful for large corporations with international reach.
- Keyword difficulty rank: Learn how easy or difficult it is to rank for a keyword. Typically, the more search volume a keyword has, the harder it is to rank for.
Suppose you’re looking to drive more leads for your construction business through your website. In that case, it’s easy to assume “design-build construction” or “new construction services” provide the most opportunities to gain traffic. However, even though high-volume keywords like those are easy to use, they’re also the hardest to rank for.
Adding specificity to your keywords helps reduce competition while focusing on more specific needs. Let’s use those same keywords but adjust them to a long-tail keyword format to provide greater focus. “Design-build construction in Las Vegas” and “new construction services for commercial buildings” emphasize who needs the services, not just the services themselves.
Bounce rate refers to a consumer clicking into your website and then leaving without interacting on the page or jumping to another page. It should go without saying that you don’t want a high bounce rate for many reasons. One of the most substantial reasons you need to avoid users immediately clicking out of your site is the negative effect it has on your Google ranking.
Google uses bounce rate to help determine if your page provides the information and experience your readers need. When a visitor spends mere seconds on your page and then goes back to the results, it’s safe to assume they didn’t find what they were looking for. The longer users stay on your site, the more likely Google is to think it provides value.
There are several reasons why someone might lose interest in your site in a very short period of time. One of the leading reasons is slow load times. As our concentration levels plummet and impatience soars, people don’t want to wait even seconds for a page to load.
Website development is another common problem that causes people to exit a page quickly. Pages that aren’t mobile-optimized can leave visitors with unreadable text, distorted images, or awkward formatting.
The content you publish may also be a culprit. Matching user search intent with the content you provide is critical. The way you present your content also must add to the user experience. Long blocks of text can be intimidating to someone looking for quick answers or specific information. Keep paragraphs short and sentences easily digestible.
Depending on the industry you operate in, target bounce rates can vary. However, in general, 41% to 55% is the average bounce rate, with 26% to 40% being optimal. You should address anything above 56%.
Understanding the small but important difference between bounce rate and exit rate is imperative when studying your site metrics. Bounce rates are calculated as the total number of bounces compared to the total number of page views.
Exit rates look at the total number of visitors that exit your website after landing on a page compared to the total number of views the page receives. More simply put, exit rate is the percentage of clicks that were the final during a reader’s session, whereas bounce rate is the number of visits that only lasted one click.
When studying your web traffic numbers, it’s natural to focus on the big numbers rather than the more specific ones. Taking the time to learn your web traffic sources offers additional insight into improving your marketing strategies.
Let’s take bounce rates as an example of why understanding your traffic sources is so valuable. If your average consumer spends two minutes on your page when clicking from Google, but only 8 seconds from LinkedIn, you can make strategic changes.
These numbers show that someone searching for services related to yours finds your content engaging. However, that same content doesn’t have the same appeal to LinkedIn users. Adjusting the type of content you post on specific platforms can drastically improve your overall numbers.
Knowing the devices your visitors use to find you also offers a chance to enhance user experiences. If you find out 80% of your traffic is coming from tablets using the Chrome browser, you can design your content to look great for that format.
If you’re using your website as an extension of your sales team, knowing where potential customers are leaving is invaluable. If specific pages have high exit rates, it’s likely that something about the content or page design is causing visitors to leave.
Many B2B sites follow a multi-step conversion process. If you see that potential customers are leaving on the third page of your four-step system, you need to know why. Whether it’s a broken link or a complicated submission process, making changes to keep consumers moving through your site is essential.
Retention metrics help provide a clear picture of the effectiveness of your content and strategy. All businesses should want people coming back to their site regularly. Often, customers visit a site for the first time when comparing multiple service providers. When someone returns, it’s a sign they are interested in your business.
Along with evaluating the number of return visitors, you can track:
- Frequency of visits
- Return visitors vs. total visitors
- Activity of returning visitors
- Conversion rates
The more pages your return visitors are clicking into on your site is a strong indicator of how well your content matches their interests and needs. Pairing these metrics with entry and exit metrics builds a clearer picture of what content is most valuable and what seems to lose your targets.
Privacy concerns have led to many users clearing or blocking cookies on their computers, phones, and tablets. Subsequent visits from those users are not identified as return visits. When using retention data, you may want to use them with more commonly used metrics, such as:
- New user metrics
- Conversion rates
Abstrakt Marketing Group is a B2B appointment setting and lead generation specialist. Our marketing services provide our exclusive partners the most cutting-edge data analytics to ensure their websites are driving sales.
Our team of digital strategists, web designers, and copywriting experts use the power of SEO content to put you at the top of Google results. If you’re interested in learning more, schedule an appointment today.