6 February 2017
Google Analytics is a smart tool for measuring your online performance. Here are some key metrics you should look at on a regular basis:
Number of sessions
A session is a group of interactions a user takes within a given time frame. Google defines this time frame as 30 minutes.
A Unique Visitor = New User
Visits = Sessions
All of the actions a user takes while on your website is considered 1 session. Whereas a unique visitor or new user is how many times that individual goes to your website in the same browser without clearing cache or cookies.
New visitors vs. returning visitors
You want new visitors and returning visitors.
New visitors become aware of your service for the first time, you can answer their questions during this initial stage and they return when they are ready to move forward with contacting your company.
Most users that arrive on a website for the first time are: researching, looking for options, or looking for alternatives. They are typically not ready to speak with someone.
Having a good ratio of new and returning visitors is a good thing. Returning visitors are most likely to get in contact with you.
Number of sessions by medium
This is the number of sessions by source: organic, referral, social media or direct traffic.
The mix of traffic will vary for many different reasons. Large companies will generally have 50% of its online traffic generated from direct results (ie: a user typing in the web address).
It’s important to know what channels are producing the most amount of web traffic. This won’t tell you exactly what channels are performing the best (ie: converting into inquiries), but it will show what channels have the largest opportunity for growth.
The Bounce Rate, as defined by Google Analytics, is the number of people entering a page and exiting from that same page.
Average bounce rate should be 40-50%. If there is a channel that has a higher than usual bounce rate it could be because that channel is not acquiring the right type of user. As long as the bounce rate overall stays on average relatively low you are ok.
Average Session duration
The Average Session Duration metric is calculated by dividing the total amount of time visitors spend on your site by the total number of Sessions.
A good benchmark for session duration is 1-3 minutes. If your website has a lower session duration it could mean that there is not enough information to keep the user there or it could mean that it’s just really efficient at providing the user with just enough information he/she needs. I know, a total curveball! The best way to think about this is by industry and your business. It’s logical to assume that the more complex the product or service, the more time a user should be on your site digesting information.
Tags: google analytics, website conversions, website marketing
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4 June 2015
Inbound Marketing, Sales Growth, Websites
Have you ever gone on Google Analytics and gotten excited when you saw a sudden spike in traffic? It’s nice to see, I’ll give you that. Well, enjoy the moment, because those visitors won’t be around long if you don’t actually do something with them.
In a HubSpot meeting today, one participant called this renting the audience. This resonated with me because we’ve had clients tell us that one of their top goals is to increase website traffic. The problem is, they haven’t really thought beyond the traffic. This means those visitors will probably just stop by, have a quick look, then bounce. Website visitors need a reason to stick around.
That’s when inbound marketing can be your best friend.
Inbound marketing is all about the journey of your prospect, from the very first introduction to your brand on a blog or social media site, all the way through conversion and beyond. At every step of the way, you should be providing your prospects and customers with content, educational materials and resources that will make them want to stay.
Here are a few ways you can keep your website visitors from doing the dreaded bounce:
1. Make sure your website is optimized for conversion. Your website isn’t just for show – it’s one of your greatest assets. Every page should have a purpose, whether to educate the consumer, provide them with a content offer or answer their questions. Your website should be clutter free and easy to navigate with a clear call to action on every page.
2. Talk about them – not you. Focus on using customer-centric language on your website and in all of your content. About Money says that the word “you” is the most powerful word in advertising because it’s personal. Want to connect with your customers? Then stop talking about yourself and tell them what you can do for them. It may feel strange at first because you’re going to want to tell them all about your product or service, but once you get the hang of it, you’ll see how effective this can be.
3. Offer them well-crafted, easy to digest resources. You need to create well-researched, credible content that directly addresses the needs, wants and concerns of your ideal prospect. Online tools, data sheets, training videos, case studies, white papers and webinars are effective ways to nurture your prospect (without looking like you’re marketing to them), gain their trust and keep them coming back for more. Create powerful landing pages that are simple and don’t ask for too much information. I know I get bored and a bit suspicious when a a brand asks for my life story in exchange for downloading a content offer.
Inbound marketing requires effort, but it’s the most effective way to keep your website visitors from bouncing. Think of your website visitors as house guests and make their stay as pleasant as possible. They say good marketing shouldn’t feel like marketing – and that’s the kind of marketing your prospects want.
Tags: bounce rate, customer-centric content, inbound marketing, lead generation, website conversions
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