Website traffic is one of the most critical metrics in an online marketing strategy, but understanding it requires breaking it down into various sub-meters. This is the only way to scale your online business truly.
You may boost your efforts when you know where your most useful traffic comes from, and you can reduce your efforts when you know where your least valuable traffic comes from.
Revenue is the name of the game. Your website traffic is virtually worthless if it isn’t converting into money. Many digital marketing businesses will utilize visitor volume as a metric for success, but visits alone are meaningless.
To conduct a successful internet marketing plan for your organization, you must grasp five essential website traffic indicators.
1- The total number of unique visits
Each campaign’s amount of unique visitors is a decent beginning point for determining whether it’s successful and worth continuing. A single visit is counted just once. So, if a customer clicks on a Facebook ad and visits your website, the first visit counts, but if they return an hour later, the second visit does not.
A blog post may generate 500 visitors to your website as part of a content marketing strategy effort. After more investigation, you discover that 300 of those visits were made by the same individual. Suddenly, you’ve got 200 uniques, which is a big difference.
This is a measure worth tracking over time. If a traffic source’s unique visitors continue to decline, it’s a sign that it’s drying up and becoming less successful at bringing new customers to your company.
2- Bounce rate
Bounce rate is an indicator for the percentage of visitors who left your website without going to another page or taking any other action, such as filling out a form or achieving another conversion goal.
When visitors arrive on your website, a high bounce rate indicates that they are not getting what they are looking for.
This could be due to an ad or campaign that makes too many promises and leads the user to a website that disappoints.
It could also mean that the visitor had a negative impression of the website’s user experience or that the navigation was too convoluted.
Install a heat-map tool on your website if you have a high bounce rate to see where your visitors are actually clicking and how far they are scrolling. This can assist you in locating and repairing the disconnect.
3- Referral traffic sources
This piece of knowledge is priceless and can assist you in taking your sales to the next level. You may reverse engineer which traffic source is the most valuable in terms of income earned and cost per visit once you’ve identified all of the traffic sources.
Wouldn’t it make sense to scale the lower-cost referral source if one traffic source gets you sales for $15 per conversion, but another brings you the same traffic value for $8 per conversion?
You’ll want to keep track of and investigate various referral sources, such as Google organic traffic, referral visits from links on other websites, and social media. If you’re running many campaigns, you might want to use Google Analytics UTM parameters to assist you in examining all of your data.
CPV and RPV
These two are critical because they allow you to properly budget and plan for growth by determining how profitable each marketing campaign is. They’re called cost-per-visitor (CPV) and revenue-per-visitor (RPV), respectively (RPV).
Consider this scenario: you executed a Facebook ad campaign and were able to track 100 sales totaling $10,000. During this period, 1,000 people visited your website thanks to the Facebook promotion. This suggests that your past month’s RPV for your Facebook campaign was $10 ($10,000 / 1,000 = $10).
The cost per visitor (CPV) is calculated by dividing the total dollar amount spent on a channel by the number of visitors. For any traffic source you employ, you should be aware of these figures.
5- AVD and pageviews (average visitor duration)
This is valuable data to keep track of and evaluate in your Google Analytics account. You should keep track of how many pages a visitor reads on your site, how long they stay on each visit, and what they do after leaving.
- Do users abandon a task before completing it?
- Is there a form that they have to fill out?
- Is it true that they bought something?
You can learn information that will help you make better optimization decisions if you reverse engineer all of the most valuable actions (the ones that create income).
You might find that most of your conversions happen when a user interacts with a specific piece of content on your website.
In that case, you could wish to use paid traffic campaigns to direct traffic to that content item.
If you see that the bulk of conversions occur after a visitor has spent at least three minutes on your site, you may want to improve your content and create more long-form style articles to boost your average visit duration.
Traffic is a crucial metric when trying to understand the success of your online marketing. This is because many aspects of your business depend on it. Keeping track of where your traffic comes from and what it means helps you figure out where you need to spend your time to keep up with the demand.