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Why everyone should analyse the traffic to their website

Protecting your investment, whether it be your house your car or something of value is important in our everyday lives, we look after our house, do the repairs needed and have our car serviced once a year.

Do you look after your website? Do you maintain it, service it or repair it when something’s wrong.

A good website will have cost time and money, so why not look after it!

One of the best ways of doing this by analysing the traffic that has visited your website

• What pages are being looked at most?
• How long are potential customers staying on the website?
• What are they searching for?
• What country, or even what time or day are they searching?
and perhaps most importantly
• Are you being contacted from the website?
• Is your phone ringing as a result of the website?

Gaining this information is invaluable, it’s like a performance and an on-going progress chart to monitor how these visitors have found your website, and have they achieved what they are looking for.

Traffic to the website is important but quality visitors is more important, would you prefer 5,000 visitors per month with a 5% enquiry rate or 3,000 hits with a 15% enquiry rate?

One of the ways of achieving this is by making the content and photos on the website relevant to the product or service you are offering. If a potential customer is looking for a specific product or service you provide, make sure your site is built in such a way that the customer doesn’t have to trawl through the website to find what they looking for. They can be directed by the build and design to exactly what they want with relevant information and details of the product or service they require. This is also a very important factor in making sure your website ranks highly with search engines.

Much has been made of “bounce rate” in recent times, what should my bounce rate be! Is 55% too high?

Well what is bounce rate?

Bounce Rate is the percentage of single-page visits or visits in which the person left the site from the same page they entered.

Depending on your website, the importance of your bounce rate will vary. But whatever your site, it’s likely that you’ll want your visitors to stick around for a bit and take some action that’s valuable to you. For example, you may have a link from a landing page (often your homepage) to some kind of form where users can sign up for your service, or make a payment. Most of the time you’ll want your users to do more than just look at one page of your site, which is why looking at the bounce rate is an important measure of how many of your users are taking action, or leaving immediately.

A low bounce rate means…

Your website is attracting the right kind of audience, who are clicking through to your other pages of content, which means there’s a good chance they’ll convert (meaning they will do something valuable like buy a product, download a white paper, or fill in an enquiry form.)

A high bounce rate means…

Visitors to your website aren’t finding what they’re looking for when they arrive on your site, and are not clicking through to any of your other pages or converting. They’re leaving immediately. These visits aren’t very valuable to you, so you need to address the problem.

Does your website have a “bounce rate “problem?

Does your website provide the customer what they want?

If your answer is ‘no’ or ‘not sure’ – why not call GML for an informal chat.