Web metrics explaines
Web metrics is that little gem of code on each web page that gives you the keys to the holy grail – what your customers want. By tracking their presence on your site and the search terms they used to get there, you will have an understanding that traditionally only focus groups could provide.
Also known as web analytics, it is the analysis of the web log files from your internet service provider (ISP). This analysis tells you how many people are coming to your site and how many return; where they came from and where they go once on your site; and most importantly how long they stayed. You can garner insights into their behaviors on your site and greatly improve search engine optimization (SEO), pay per click campaigns and possibly your site’s navigation.
The information available in a web metric report varies greatly dependent on how much you paid. However there are basic bits of information that all web metrics should include.
Visitors – This is a very important number because it tells you how many people came to your site and wandered around for a period of time. You can not get their specific name or contact information, but you can assume from this number how many people are interested enough to spend time on your site. Visitors are broken into unique (first time on site) and repeat (tracked via a “cookie” placed on their computer.)
Page Views – Once on your site, you will want to know how many pages were visited during a specific time frame. You can use this metric to average the number of page views per visitor – views/visitors. The higher this number is gives you a clear indication of the interest people have in your site.
Bounce Rate – This is the rate at which people come to a page and leave without looking at any other pages. There is debate about what is considered an acceptable bounce rate. I generally think anything below 50% is acceptable for a business site.
Average Time on Site – Here you learn whether or not your site is “sticky”. Do people come to your site and read it or hurry up and skim then move on? If you have a blog you want a high “stick” rate, if you are a business you want them to quickly find what they want and then contact you. Detailed analytic reports can give you insight into where they exit.
Traffic Sources – Where did your visitors come from? Most often this number is broken down into direct (typed in the url), search engines (Google, Yahoo, Bing, etc.), and referring (another site or blog). Determining your traffic sources can clue you into where you should be focusing your marketing efforts. If search engines are the greatest source, you should invest in SEO tactics to ensure you get high ranking. If they are from specific sites you could consider establishing a better relationships with those sites.
Content Overview – Here is where the rubber meets the road. Where are they going? How long do they stay and where do they exit? This metric is perhaps the most important in determining your content placement and possible problems within your content.
Keywords – This number alone gives you insight into your visitors mindset. The terms they use to get to your page can inform you of their desires and also a glimpse into their perception of your company’s services or products. If you have a strong search engine optimization (SEO) campaign than your visitors should easily arrive based on words describing your products. If you have not optimized your site, chances are they arrived based on inaccurate terms and thus increased your bounce rate.
Resources for web metrics are available through many companies and can be as simple or complex as you are willing to pay. For most small businesses the free Google Analytics provides the basic information you need to monitor your site’s visitors and determine some marketing focus. The free service also allows for some ad campaign and adword features that allows you more marketing insight. For the more complex websites and analytics, vendors such as Omniture and Webmetrics provide the details you may be wanting in your web metrics.
Web analytics are essential for getting your site on track and getting the visitors you want and need in order to be a success. Spending a few moments each week reviewing the statistics will give you the flexibility to be responsive to your customers and to adjust your marketing budget as needed.