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The Best Conversion Metrics to Track on your Website

Using Google’s portfolio of products, you can get a comprehensive understanding of how people are using and interacting with ...

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Using Google’s portfolio of products, you can get a comprehensive understanding of how people are using and interacting with your website and develop a systemised approach to improving traffic and conversions to help accelerate your business growth.

Here are some of the conversion metrics we track on the daily and the reasons why we do so:

Page Views

Every page on your site has a unique URL, and this can be tracked and measured through Google Analytics. The data collected will tell you how many times a page was viewed, how long the average user spent on that page, and how many times this page was the first and last page visited during a site session.

If you are writing blogs on your site and sharing it through marketing, you’d want to know how well the article is being received, and if it had spurred anyone on to become a client, customer, or lead. By looking at the page view data you can determine how the popularity of the page or behaviour of the users has changed based on your marketing actions. 

It is important to look at your page view data as a reassurance of good marketing. Your contact page might have a 50% conversion rate which looks like a fantastic statistic, but if that page was only visited four times, then you need to address something within your marketing. 

Traffic Sources

There are three basic sources of traffic to any website: Direct, Referrals, and Search. 

Direct traffic comes from people typing in your URL, clicking on a bookmark, or clicking a link from an email or instant chat service. Having lots of direct traffic is a good indicator of great brand strength. Having a good offline marketing campaign will also be represented by strong direct traffic.

Referring traffic is counted as when a user clicks on a link from another website. Having a high number of users from this source would represent a strong link from a reliable website. This could be a blog article written for another website which links back to your site.

Search traffic is any traffic that lands on your site from a search engine. Usually, a high number of users from this source would indicate good SEO on the site and high positions on the search engines. Search can be broken down into Organic and Paid, where Paid is the result of an advertising campaign on the search engines (such as Bing Ads and Google Ads).

There are also subsections of each of these including, Social traffic, Email traffic, and Paid Search traffic.

Understanding which of these traffic sources are bringing in the best users to your site is essential for knowing which marketing campaign is working best for you. You could find yourself investing time and money into a social campaign but see that the users that visit your site leave straight away. Whereas the website is not ranking highly on search engines and brings in a small number of people who are willing to visit more pages and ultimately convert into leads or sales. In this respect, it would be wise to invest the time and money into SEO to boost your search traffic. 

Bounce Rates

Generally, the lower the bounce rate, the better. A bounce is when a visitor accesses a page and leaves before completing a task or clicking a link to another page. Having a high bounce rate could be an indication of any of the following things:

•    Poor landing page usability
•    Irrelevant content
•    Not optimised to capture conversions
•    Slow loading times
•    Poor user experience and design

To make improvements on your bounce rate, pretend to be your average user, visit your site and see if you are naturally led to converting. If not, reflect on what is stopping you from achieving this. 
Conversions or goals are used to track the success of your website in generating more leads, improving brand awareness, or making sales. These goals can be anything from:

•    Form Submissions & Contact Initiations
•    Adds to Basket/Completed Purchases
•    Time Spent on Site

These goals can be fed into products like Google Ads to help optimise your marketing for delivery to the right audience who are most likely to convert. 
Online tools we use every day to monitor conversions, test website changes and manage website growth:

•    Analytics
•    Tag Manager
•    Ads
•    Social Media
•    Data Studio
•    SemRush
•    And so many more!

There are so many marketing tools out there for you to use to improve your current marketing and so much data for you to collect and analyse to find the best opportunities for you in 2020. Of course, we’re more than happy to do this for you! Our all-inclusive marketing package allows us to handle everything on your behalf and make the necessary changes to your marketing, website, and advertising to improve your leads or sales. If you’re interested, we’d love to hear from you!

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