If you live in a big metropolitan area, chances are you listen to a traffic report before you head out to work or for an appointment. You wouldn’t have any idea how long the trip is going to take unless you are aware of any issues that affect the flow of traffic.
The same thing holds true when it comes to your website. Without analysing your website statistics often, how can you know what’s going on? It is recommended that you check your website traffic reports at least once a week; more if you are running a PPC campaign or implementing a new offer.
Benefits Of Viewing Website Traffic Reports Weekly
Let’s consider a specific scenario. Imagine that you added a new offer on your website in order to gain subscribers. You will give each visitor who opts in to your mailing list a free eBook. You develop a marketing campaign that includes placing paid banner ads on various websites that draw your target market demographics as well as being a guest blogger at a few popular blogs. Now you sit back and wait for the subscribers to roll in, right?
Well, not if you want to ensure your marketing efforts are achieving success.
In the early stages of a new marketing campaign, it is imperative that you keep an eye on what’s happening. It is truly worth leaving the campaign in place for a month and paying for placement if it is not achieving the desired results?
Statistics To Look For
No matter what type of website statistics tracking software you have installed on your web pages or blog, you are sure to have access to a large amount of information. This may include the number of overall visitors, new visitors, bounces, time spent on the site, referring sites, referring search engines, geographical location, and more.
Going back to our sample scenario, what would you be looking for when viewing your website traffic reports?
One thing you would probably want to determine is whether or not traffic is being driven by your paid PPC ads. Consider the percentage in relation to the overall number of new visitors coming from search engines. Determine how many new visitors are arriving on the landing pages to give you further insight into the effectiveness of your advertisements.
Look at the bounce rate, or the number of visitors who reach your site only to leave within seconds. Is this traffic coming from your banner ad clicks? Then perhaps your banner needs to be adjusted to better describe the offer. It could be that people are clicking through expecting something different than they are finding on the landing page. Maybe the landing page itself needs a redesign.
Are you finding a large number of visitors coming from a particular geographical region? That’s some important information. Does this have anything to do with your guest blogging? Perhaps you need to focus your marketing efforts on attracting more visitors from that area.
Finally, look at the bigger picture. Take the traffic statistics during your campaign and compare them to the number of new subscribers you actually gather. Are these subscribers converting to customers? That’s another important statistic. You may need to rework your entire marketing campaign if it is not achieving your end goal.
Website traffic reports are invaluable when it comes to determining the success of any of your marketing efforts. Don’t forget to check the traffic statistics often and use the information to better future campaigns.