Promoting Your Website

Once you’ve established your website, it’s important to promote it so you can start gaining the traffic you need to become profitable. There are multiple variables to consider when trying to decipher website traffic, and the visitors that browse your website (i.e., Who the visitors are, where they come from, and how they interacted when they visited your website).

Tools To Help

There are various tools that can help you understand more about your website visitors. Some are free (Google Analytics, Google Search Console), and some are paid (Kissmetrics, and SEMrush for example). As you consider which tools to explore, think about what information would be beneficial to collect for your business, what you’d like to measure, and if you have a specified budget to dedicate towards tools. With a little experimenting, in time you’ll find what website analytics tools work best for your business.

Terms Associated With Web Analytics

Hits – This term many times gets used incorrectly as many people think it means the number of visits to your website, but it’s actually a request to a web server for a file.

Visits – Visits are the number of times your website has been visited. So if one person visits a website 5 times, it will be recorded as 5 visits.

Unique Visitors – Unique visitors are the number of individual visitors to your website within a certain time period. If one person visits a website 5 times, it will be recorded as 1 unique visitor.

Page Views/Impression – These are the total number of times a web page has been viewed and represents a visitor landing on your website and clicking through to view multiple web pages. Each of those web pages is viewed and is categorized as a page view/impression. If the same page is viewed more than once by the same person, it will be counted multiple times.

Pages/Visit – This is a useful metric to use when measuring how engaged a user is on your website. Pages per visit is the average number of pages viewed during a visit. If the same page is viewed more than once by the same person, they will be counted multiple times.

Average visit duration/Time spent on site – This is the average amount of time calculated in seconds/minutes that users spend on your website.

Bounce Rate – Bounce Rate is a percentage that is calculated by taking the number of single-page visits as a percentage of the total visits.

Traffic Sources – A Traffic Sources report breaks down where the visitors to your website came from (i.e. what source they found your website).

Traffic Sources include:

  • Search traffic from search engines such as Google and Bing. Search traffic can be broken down into organic traffic from natural search listings or PPC traffic from paid search campaigns (for example, Google AdWords).
  • Referral traffic from other websites, social media, blogs, etc.
  • Direct traffic is when a user has typed your web address into their browser or arrived at your site from a bookmarked link.
  • Campaigns from Social Media adverts and email marketing campaigns. These reports are helpful when trying to measure the success of your individual campaigns. 

Audience Reports – Audience reports give you more insightful information about your site visitors. You can learn more about the country/city the visitors are from, what browser they are using, and whether they are visiting your site from a mobile device or desktop. You can also find out what percentage are new users and what percentage are returning users to your website.

Conversion Rates/Goals – You can set up your analytics with some customization to measure conversions or the goals of your website. These could be:

  • A sale or purchase
  • A form completion
  • A sign up to a service
  • An appointment made
  • An item downloaded

How To Calculate Conversion Rates

In digital marketing, the conversion rate is one of the most important metrics of success. Conversion reports often show how many people started on the conversion journey and will show you the number of people to go through various steps until they’ve made a purchase.

Conversion rates are calculated by:
Total conversions/Unique website visitors X 100 = Conversion Rate (%)

Defining Your Websites Goals

Not every website has the same goals. Before you start analyzing your website’s traffic, make sure you have defined your goals so you know which data to focus on in order to measure your site’s success.

Need help understanding your website traffic? We’re here to help!