Analysis tools such as Google Analytics serve comprehensive reports regarding the performance of websites. Well then, which metrics from those reports are more significant for us, and more importantly, how can we improve this?
The number of visitors to your website is always a notable metric. For websites selling goods or services, on the contrary, it is important that how much of this traffic ends up with transactions (i.e. purchasing, filling up a form). Hence, for those websites, being visited is not considered a success alone.
Evaluate the sources that bring traffic to your website. Resources such as organic, refferal, ads, and social media might have brought visitors to your site. You can see the platforms that bring those visitors by analyzing those reports. Eventually, you can notice which platforms weak in statistics and work on them to improve the resources.
What is Bounce Rate: The user visits a web page and leaves by visiting a single page without visiting any other page on the site.
Bounce Rate is a frequently argued metric in the digital marketing world. Although a high bounce rate is considered negative, the user leaving the web page immediately might mean that he/she finds the information at once and leaves the page. By the way, for websites high in information content, this probability is relatively higher.
A high bounce rate can also point out problems such as the user not finding what they are looking for on the page or dislike the appearance of the site, and slow loading of the page.
Page View per Session
It is the number of web pages a user visits after visiting yours. This metric is particularly important for news pages, blogs, and content sites. For instance, the user reaches into your website via search results, check over the page, and leaves it. This means one page per session. If the user in the example clicks the links on the website and continues the session, page view per session will increase as much as the pages visited.
We can comment on this metric that the user was interested in the content and proceeded browsing on the page.
In addition to this, the subjected metric is important for e-commerce websites, as well. It is good if the user visits several products and browses the website. However, the point to consider is whether this ends up with a purchase or not. To exemplify, the design of the website is successful in keeping the user on the site, yet the purchasing stages are confusing. In that case, it will be necessary to optimize them.
Another significant metric in the digital marketing world is Conversion Rate. In brief, it is the rate at which users visiting a page realize an important event for us (e.g. purchase, form filling, phone call).
This rate must be high especially in paid traffic sources such as search engine ads and social media ads. If the conversion rates in the related platforms are low, you should pay attention to the targetings and optimizations made on the platform, and the performance of the landing page that meets the users.
Even though Direct Traffic is not a particularly important metric, it can give an idea about some subjects like brand recognition and user loyalty. The users visit the web pages they frequently follow by typing the address directly into the browser, without clicking any search result or link. For sure, it is not easy to achieve this, but it may be necessary a passing of time to observe an increase in traffic coming through this channel.
New Visitor / Returning Visitor Rate
It is important that there is a balance between new visitor and returning visitor rate.
New Visitor: It is the visit of users who have never visited your website before. For instance, users reaching to your website by means of paid or organic search results are classified as new visitors.
Returning Visitor: These are the users who have visited your website previously. For example, a user who finds and likes your website on search results will reach it again by typing the address into the browser soon.
Why Is This Rate Important?
Users usually don’t realize transactions (e.g. purchase, form filling) in their first visits. Almost all e-commerce sites use remarketing techniques. For this reason, after visiting a product, we often see the same product over and over while browsing the internet.
In a sense, Returning Visitors visit the same product’s page like second or third time and we can think that they will make the purchase this time. If the Returning Visitor Rate in the report is very low, we can consider that the digital marketing strategy we created for making the users return our page is not so successful. For example, remarketing campaigns might not be set up or have a little budget allocated to them.
Another case you can face in the report is a high returning visitor rate. The problem here may be that the digital marketing strategy we have set up does not attract enough new users. For example, you may have allocated enough budget for remarketing campaigns. Yet, at the same time, you may have reduced the budget for search engine ads that will allow new users to meet your goods and services.
In sum, keeping this rate balanced is critical for your success in the digital marketing world.
Conversion Rate by Devices
The website performance on mobile devices is pretty important. Many websites provide the majority of their traffic from mobile devices. In addition, if there is a serious variation between conversion rates of mobile and desktop devices, this should be investigated. The factors limiting the conversion rate should form.