Welcome to the next article about important components of your website. Our previous article looked at analytics and analysis of your website to understand more about your customers and their online behaviour. In this article, let’s have a look at the best metrics to use for a small business website.
BEST METRICS FOR SMALL BUSINESS
Bounce rate. This speaks to the percentage of people that land on one page and then leave the site. This could mean the link is not what the audience expected (they may think they are being led to the wrong page, or find the information irrelevant but) or, they may have found all the information they need on that page straight away (for example, a property has sold, or is no longer available). Use this metric with further analysis of the page that the bounce is occurring from.
User flow. This metric refers to how people navigate through your site, and in which sections they leave. If you have pages where you see a huge drop-off of users exiting the site, it may be an opportunity to add some links to another relevant page on the site, to try and recapture these people before they exit.
Referral traffic. This is a valuable metric to tell you where your site traffic is coming from. It will show you the link that people have clicked on to get to your site. This is useful to gauge whether social media links or PR activity has been successful, or other sites that may have included a link to your website, that you weren’t aware of. Many real estate businesses link or refer to websites without telling them. This could be a great way to build a relationship, beneficial to both parties.
Unique visitors and sessions. This information will tell you exactly how many people are visiting your site in the time period specified, and also whether they are new visitors (never been to your website before) or returning (have been to your site at least once in the past). You should aim for about 50/50 where possible. Sessions are how many times your website has been viewed overall, including repeat visits.
Organic keywords. This shows you the keywords that people are searching to find your business. It’s important to make sure these are appearing on your website as these keywords are how Google is finding your website out of the billions of others on the web.
Google Analytics tracking needs to be installed within your website, using a piece of HTML code. Your website developer will be able to do this very quickly if it hasn’t already been installed. You can then set up an account at www.google.com/analytics.
That’s the last article in this series to help you know your website better.
If you’ve missed any of the previous articles in this series, just click on any of the below links.