The only way you can find out how affective your site is, at converting your visitors to customers is by looking at your sites metrics. Without using your sites metrics, your entire marketing efforts online, becomes a guessing game, which can result in you utilising strategies and techniques that are inefficient. However, when you have access to all your sites metrics, you can very easily determine what’s working on your site, and what isn’t and this information can then be used to adapt and improve your current marketing efforts.
If you have no idea of what to look at, when measuring metrics, don’t worry, as you’ve come to the right place. Below are 5 of the main metrics that you should be aware of when attempting to improve your sites conversions.
1. Bounce Rate
The bounce rate is basically the percentage of people who visit a single page on your site, then leave. You want this number to be as low as possible. However, there are a number of things that can affect your bounce rate. In many instances, having a high bounce rate could mean that your site is poorly presented, has usability issues or poor content. However, there are those instances when having a high bounce rate, may not necessarily mean there’s something wrong with your website.
A visitor may have come to your site to find an email address or phone number then left, once he/she found what they were looking for. So these are things to consider; the type of site and what people will generally be doing, while on it.
2. Conversion Rate
The conversion rate is pretty self-explanatory, it’s basically a percentage measurement of the number of visits that converts on a per page basis. However, a conversion can differ, depending on what it is you want the end user to do; which could be to fill in a form, or purchase a product. If your page has a high conversion rate, then that indicates that your page is doing what it’s supposed to do, which is make those sales or that desired action.
You can look at the different pages on your site and compare their conversion rates, so that you can better understand what’s working and what isn’t. For example, if a page has a very high conversion rate, you can look over this page to see what on it, is so appealing to your visitors, and incorporate those elements into your other pages. Similarly, you can look at your pages with low conversion rates, and look at the elements that could be putting your visitors off, and take those elements out of your other pages, to enhance their overall ability to convert.
3. Conversion Goals
Most people tend to associate a conversion with a sale. If you had a visitor to your website, and you converted that visitor to a client, that in of itself can be, and should be looked at as a conversion, but there is so much more for you to consider.
Your conversion goals should be looked at as your business objectives. While, ultimately, what you want to do is increase site revenue, there are other things that you will need to do, before you can get there. A few of these things may include, creating a mailing list, engaging in live chat with your potential clients, adding videos etc. Though not exactly a metric you can effectively measure, it’s definitely something you should have in mind, before anything else.
4. Site Content
With site content, you get a break down of every single page on your site, tracking the total number of page views, unique views, average time spent on a page, bounce rate and page value. With the site content metric, you get a quick overview of which pages are the most popular and which sections of the site people are frequenting the most. You can thus determine whether or not visitors are going to the areas of your site that you would like them to go to, and make necessary marketing choices based upon it.
The growth in the number of mobile device users over the past couple of years has been massive. Five years ago, there was over 100 million people surfing the internet on their mobile devices, and a lot of questions were being asked, about whether or not many websites out there were prepared for the inevitable change. Most webmasters picture their visitors sitting at a desk, while browsing through their website. But that isn’t always the case. In many instances, depending on the kind of website you have, you may find that most of your visitors are actually on their mobile phone.
It’s for this reason, you’ll want to evaluate how many mobile visitors are frequenting your site, and then check that every element of your site is suited and working fine for these visitors, as it could be the place where you are losing a lot of conversions.
Guest post by Uchenna Ani-Okoye, a former IT Manager who now runs his own computer support website where he writes extensively on computer related issues and topics.
Visit his website @ www.compuchenna.com