5 website statistics you should be analysing, now!

So you have a beautiful looking website that you’ve spent your hard earned money and time on, but you’ve not really noticed an increase in leads or conversions as a result. Want to know why? Using Google Analytics to see trends on your website is a key measure to identifying what you’re doing well, and not so well. Even better, it’s completely free.

At first glance, there’s A LOT to take in, but once you’ve found your way round, you’ll realise that it’s a business essential to track success; you’ll find yourself hooked!

Here’s my list of the top 5 metrics that you should be using in Google Analytics:




Behaviour>Site Content> All Pages

This refers to the average time that a visitor spends on your website.

This is a key metric to determine the performance and quality of traffic being driven to your site. If this figure is high, it could suggest visitors are engaged and are taking the time to read the content that you have on your website. On the other hand, if you just wrote a blog post and the average session is a few seconds, then chances are that they didn’t read it. Content is powerful so make it’s compelling and relevant to the visitor.




This refers to the number of goals completed after setting preferred benchmarks.

The conversion section is a powerful tool. Think about what you would like to achieve, whether it’s a landing page enquiry submission, event sign up, downloading product guides etc. With these goals in mind, it’s time to set up a conversion goal.  By mapping out a goal , you’ll be able to track your success and view performance across visitor segments.




Behaviour>Site Content> Exit Pages

What’s getting your visitors frustrated and making them press the back button? If you see a high exit rate for certain pages then this could reflect some problem areas. Focus on your website usability and content – is it relevant?

On the other hand, it may be a natural step to exit on particular page therefore it’s important to highlight these scenarios and journeys.


CF_Blog_images350pix_v4_1066972BOUNCE RATE

Behaviour>Site Content> All Pages

This refers to a visitor coming onto your site and going straight off it. So, say if you’ve got a link directing a visitor to your promo homepage, they will go straight off your site without viewing any other pages.

There are several factors relating to a high bounce rate. It could be that you’re not optimising your content correctly so visitors are clicking off it as it is irrelevant, unclear information, not user friendly, etc. Consider redesigning pages and editing content so it better reflects your keywords.


CF_Blog_images350pix_v1_1066972TRAFFIC SOURCES

Acquisition>All Traffic>Treemaps

Here, you’ll notice three main categories in which your website traffic source falls into:

  1. Organic Those that find your website through typing in keywords e.g ‘promotional products’ in search engines.

Have a go – Go onto Google and type in a keyword that best describes your product/service. Is your website showing up on the first page of google? If not, this is an indicator that you could be doing better on SEO. Use relevant keywords and phrases in your web content and make it easy to share.

2. Direct Those that arrive immediately to your website, by typing in your company URL, for example.

If you’re getting a high number of visitors as result of this source, great! It simply means you’re getting your brand out there and visitors have come across your URL in some shape or form. Direct sources can relate to many forms; whether it’s from a link on your email footer that you sent out, a letter/mailer, PDF document, a link that the visitor has bookmarked.

3. Referral Those that clicked on another website and then land on your website.

Creating referral traffic is all about link building. If you guest blogger or comment on blogs, then this a great way to build on your referral traffic as those that have landed on the original site may click onto your site if they’ve seen something of interest. Other methods include participating in online discussions, submitting information in directories.


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