How To Measure The Quality of Your Website Traffic Using Google Analytics
Not sure why your website users aren't converting into customers?
Google Analytics provides tools to help you assess the quality of your website traffic as well as the quantity. Infoserve uses use Google Analytics for insights into how successful a campaign is for our clients so we can implement the best strategy for them.?
Why is the quality of traffic important??
Unless your business's goal is to increase brand awareness, the traffic volume to your website is irrelevant if it isn’t accompanied by a conversion rate.?
Before you create a new marketing plan, you need to know how to measure quality over quantity on Google Analytics.?
If you have 500 visitors a month with a 1% conversion rate, you are only converting five leads, which probably won't bring a good return on investment. 500 visitors seems like a high number however, measuring your campaign's success based on website visits can sometimes be skewed, especially when conversions are low.?
By targeting a higher quality of traffic, you may attract fewer people, but are more likely to increase the conversion rate.
How to measure the quality of website traffic on Google Analytics
Measuring the quality of traffic with Google Analytics can be made clearer if you pay attention to the following:
Engagement metrics
Pages per session
Pages per session is the average number of pages that a user visits on your website. This metric tells you how interested and engaged a user is in your content and product as well as how engaged they are with the design of your website.
For example, if you are an eCommerce business selling tea online, you would expect your customers to navigate to the desired action in more steps than a car repair service website. A company selling products usually wants users to visit multiple product pages before making their purchase.?
How to find ‘pages per session’ on Google Analytics:?
Acquisition > Overview > under the behaviour bar you’ll find ‘pages per session’.?
Average session duration?
Average session duration measures the average time your users spend on your website. It can be measured over any period that you select, including daily, weekly, monthly and yearly.?
The longer someone spends on your site, the more interested they are in your content. This can also show the quality of your content, internal linking and call to action.?
The average session duration continues to be measured even when the site isn’t being actively used, like when it's open on a tab in the background. When a user is on your site for 30 minutes but doesn’t click anything, it will be counted as a bounce.?
How to find average session duration on Google Analytics:?
Audience > Overview > under overview, click ‘average session duration’?
Exit rate
The exit rate tells you how often a user has left your site from a specific page. It also measures the rate at which someone has moved from one page on your website to another, which tells you how relevant and engaging your content was.?
领英推荐
How to find exit rate on Google Analytics:?
Behaviour > Overview > beneath ‘Pageviews’ graph on the far right, you’ll find ‘% Exit’.?
Conversion metrics?
Conversion rate?
Conversion rate is the percentage of visitors who have landed on your site and completed a certain action that aligns with your desired goal. Google Analytics allows you to set goals for your website and will measure each one separately.
This is one of your most valuable metrics as it directly measures the quality of your web traffic. It also tells you which goals you’re meeting and whether your content is converting visitors into customers.?
Conversions > Goals > Overview?
From here you’ll be able to select a specific goal using the drop-down menu.?
Relevance metrics?
New vs returning visitors
New vs returning visitors is an important metric to analyse when measuring the quality of your web traffic. This is because it is much easier to convert returning customers, as they are usually already bought into your brand whereas new users need to be nurtured before they make a purchase.?
It is also important to know if a large number of customers return to your website, it shows that they’ve had a positive experience, which is valuable insight, and helps to make decisions about future campaigns.??
How to find new vs returning visitors on Google Analytics:?
Audience > Behaviour > New vs Returning?
Bounce rate?
The bounce rate tells you more about your content's quality than the visitor's. Utilising Google Analytics correctly can show you which pages need to be improved to keep valuable users on your website, and which pages are helping to increase conversions.?
How to find bounce rate on Google Analytics:?
Audience > Overview > Bounce Rate
User location
Geo-location is helpful to companies with international interests and small, local businesses. In this area of Google Analytics, you’ll find a user’s geo-location, as well as their online behaviour and acquisition.?
Use this to discover how location impacts your website's traffic quality and whether you need to adapt your strategy for different regions.?
How to find geo-location using Google Analytics:?
Audience > Geo > Location?
Not sure where to start??
At Infoserve, our web design experts are on hand to help you create and build a unique, functional and responsive website, and our PPC and SEO team help your website get found.