Tracking Website Traffic
in this chapter, I'll talk to you about the key metrics for google analytics and some best practices on how to read those numbers. So when it comes to google analytics, you'll be getting metrics and measures based on how people are coming into the website as well as how they're reacting to content. And if you think about the customer journey, what they've seen before they visit your website is they usually seen an ad that you've ran with a very compelling reason for them to click on that ad to get to your website or they've seen a piece of content that intrigues them that makes them click on that piece of content to get to your website. So some things we look at on the back end of the website, our bounce rate which is the percentage of people that have only visited one page of your website. Sometimes people think bounce rate means that people come and then they leave immediately and that's not the case, bounce rate has nothing to do with how long somebody stays on that one page. But it...
means that they've only visited one page and very often they only visited one page of your website and then they leave. They either haven't found what they thought they were going to find when they got there meaning the message that they saw before they entered was different and there's some mismanagement of expectations or misalignment of expectations or whatever they saw when they got there wasn't interesting enough for them to engage with the website on a deeper level. And so you want to keep your bounce rates lower than 50% a bounce rate below 30% is ideal because that means that 70% or more of the people that come to your website or clicking on other things to engage with you deeper. But anything beyond and above 50% means that you should really take a look at two things, you should look at what they're seeing when they get to that landing page or that first page, as well as what they're seeing before they get there. So whatever that messages before they get there, whether it is an ad or a piece of content, just check and see if there's a difference between what you're saying, they're going to see when they click on the ad and where they're landing. Sometimes I see high bounce rates when people have a specific ad or a piece of content promoting a very specific product and when they click on that ad or that piece of content, they get to the home page. So what happens then in the customer journey is, hey, you've already told me about this product that I'm really interested in. You know, it's this beautifully designed mug, let's say that you've told me about, I've clicked on this, I'm thinking that you're going to drive me to a page that has more details about this product, but instead, now you've driven me to the home page and I don't know where to find the mug and I'm short on time and I'm a little bit annoyed because I feel like you've told me something I've landed in a place that wasn't matching at all, anything that you said before and so I'm going to leave. So that's something to look at. A couple of other things that you might want to look at to when it comes to social media campaigns are number of pages per session. So that's the number of pages that a user is engaging with when they visit you as well as time spent on the website. So it's good for people to be engaging with you and visiting more than one page. That means that they like what they see, they're engaging with your content. It's also great for people to spend time on your website, you've developed your website so that you can give people an experience, give them more information and get them excited about the brand of the product. However, if you start to see that the number of pages procession is high. So let's say it's 345, sometimes even 10 pages per session and the time spent on site is also pretty high over, let's say 10 minutes. What that tells you is that someone's clicking around a lot and they're spending a lot of time and they're probably looking for something and not finding it. And so you want to also track things like user flow of where they're going from one place to another and more importantly take a look at if they're converting or not when they're on the site. So there's really high numbers of pages procession and high numbers of time spent on site. But low numbers are almost no conversions on your site then it means that they either have a really difficult time checking out or literally can't find the product that they want to be buying from you or engaging with you on. So those are all things to look at as well. And then finally the most important metric is probably looking at revenue and transactions and so setting up google analytics to be able to track these things is really important, which we'll get into a little bit later. But looking at revenue and transactions coming from social media channels is also critical to determine the success of a campaign because if you're trying to get people to convert, you want to make sure that when they're coming in they actually take the action that you determine to be important. So a place where you can find all of this data is under the acquisition, report under all traffic and then channels and when you click on social media you'll be able to see bounce rates, pages, procession, average session duration as well as e commerce conversion rates, transaction and revenue. These are all standard metrics that show up on every single view and google analytics, but in particular for social media, you want to take a look at how those are tracking for social overall and then specifically within each channel, whether it's facebook twitter, Pinterest instagram, comparing that accordingly so that you know which channel is performing best for you. Another thing to pay attention to when you're in the acquisition report is if you've tagged your campaigns appropriately, which hopefully after this course you will be every single time you'll be able to see exactly where the traffic was driven from in terms of the campaign that they saw or the piece of content that they saw and so comparing cohort behavior as we would call it, comparing the traffic that's coming in through the same campaign and how they're replying. So if you notice that perhaps there's a really high bounce rate for one campaign versus another that might tell you something about the content that they saw from that campaign and where that misalignment could be. Or if you notice that maybe your followers on twitter just aren't as high converting as your followers on Pinterest, that might also be an indicator of how you can adjust and optimize your strategy going forward for the types of channels that you'd be selecting for the business. So digging deeper into the analytics supports and also being as specific as possible of what's driving them in and the behavior that they're taking on the website are going to help you to determine whether or not you're meeting your goals and your objectives with the KPI s that you've indicated in the beginning of the campaign.