Want More Sales? It’s Time We Get Serious And Analyze Traffic Data!
Want More Sales? Analyze Your Traffic Data!
If we want to generate business with our blogsites and social media marketing, we’ve got to find the discipline to analyze our traffic data!
California Olive Ranch DOM Claude Weiller, for whom we provide in depth traffic data analysis, has been ecstatic about the effort claiming, “We’ve adjusted our marketing strategies in response to the data we get from our blogs. The [traffic] analytics are a gold mine!“
Marketing Tactics
Search Engine Optimization and Social Media Marketing are tactics. If tactics don’t eventually translate to business then they’re a waste of time! And don’t be misled by those who’d have us believe raw traffic volume is the win. It’s not - lead conversion is!
Performance Indicators
We’ve got to identify the performance indicators that help measure the effectiveness of our tactics. Once we have those indicators, we can actually begin to translate tactics into more and more new business. Having traffic convert is a process and it’s also about getting the right message across. With Social Network Marketing the message may be more about creating buzz & conversation to get attention because people’s intent for being there isn’t really business; whereas, with search they have very specific intent so that activity can & should be targeted as business. In either case performance indicators might help us to understand that ‘Denver Real Estate’ is a popular target phrase that gets us lots of traffic & visibility, but maybe it’s the phrase ‘Denver Neighborhoods’ that’s really converting.
Conversions
It starts with capturing anyone who’s looking for something specific and that identifies our content [somewhere, anywhere] as potentially useful. If they visit, then we need to be current, knowledgeable and appealing. Are they subscribing, signing up, filling out forms or even buying something? To make it happen, we have to understand what makes them tick. And the answers are in our traffic data!
Data Points
Some of the data you should be analyzing, or at least outsourcing, for valuable interpretation [See Our Traffic Analysis Services ] might include:
Key Data Points:
•Bounce Rate – What percentage looked at one page and left?
•Unique Visitors – Do we have new visitor growth?
•Return Visitors – Are we building visitor loyalty?
•Total Page Views – Do we have page view growth?
•Avg Page Views Per Visitor – How is our overall stickiness or brand engagement?
Interpretive Data Points:
•Most Popular Pages – what are our most popular subjects and can we expand on them?
•Referral Websites – Where are we getting traffic from and are Twitter, Facebook, etc. driving traffic?
•Search Phrases – What do we have traffic from; what do we not have traffic from and what should we target more often?
Key Performance Indicators:
- Percentage of Traffic Subscribing To Our Blogsite
- Percentage of Traffic Driven To Specific Area of Our Blogsite [e.g. Search The MLS]
- Percentage of Traffic Completing Lead Capture Forms
- Percentage of Traffic Converted to Sales
What works for one company may be different for the next, but let’s think bigger than just pure numbers. Personally, I cringe when someone says “so and so has X thousand page views per month.” There are lots of tricks that can drive traffic, but what’s happening when the visitors arrive? Tell me about what it’s doing for their business!
The interpretation aspect of traffic analysis cannot be underestimated! It can’t be automated and it takes time, but leveraging what the numbers say to identify trends and solve problems is what leads to improved performance. Once you understand it, you can begin to improve your focus for giving visitors what they truly want. Do that and we’ll begin to convert more!
Related Posts:
- Overcome the Google Analytics Learning Curve in 20 Minutes
- When Does Traffic Analysis Improve Lead Flow And New Business?
- Get Over How Much: Get Into Attracting High Quality Traffic!
chris@kineticknowledge.com
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