If you own or manage a website, you know that Google Analytics can have a positive impact. Google provides so much information, but it’s up to you to understand how to interpret it. When your site receives organic traffic, but your other metrics are low, you likely aren’t receiving quality traffic.
At Boston Web Marketing, we can help you interpret your website information and understand how to improve it. Learn more about quality traffic now.
What is Quality Traffic?
When looking at Google Analytics, you see that your website is getting traffic. If you notice that other metrics, such as conversion rate or leads, are low, it can be assumed your traffic is not of good quality.
By improving the quality of traffic, you can enhance additional metrics and have a more engaged user. This will lead to more leads, conversions, or sales.
When considering quality traffic, pay attention to all engagement metrics (which we will discuss here), conversion metrics, and relevance metrics. This includes conversion rate or goal completions, as well as bounce rate and new vs. returning visitors.
Understanding Engagement Metrics
Time Spent on Site
Time spent on site is the amount of time a user has your website open, regardless of whether or not they’re actually browsing. This means if they have multiple tabs open, Google Analytics counts it all. Once it hits 30 minutes, it’s considered a bounce.
The more time spent on your website, the better. A high Time Spent metric improves SEO in Google’s eyes. It proves your site has high-quality content, internal linking, and a great user-experience design.
Pages Per Session
Pages per session indicate the average number of pages a user clicks on your site during a specific session. This is especially important because it helps show that users understand how your sitemap works and find relevant information.
If you have low pages per session average, make sure your homepage has plenty of internal links. The easier it is to navigate the pages on your site, the better!
The Exit Rate tells you the percentage of customers leaving your website from a page. This is different than the Bounce Rate. For example, if a user lands on your homepage and navigates to your blog where they peruse through your content and then eventually close the tab, that is considered an exit.
A bounce happens when a user goes to your site and does nothing else. They don’t navigate to other pages, call, or make any purchases.
If you have a high Exit Rate, be sure to check your website copy, load time, page design, and images or videos. Change one of these at a time, and notice a difference in the exit percentage.
Improve your Website Traffic with Boston Web Marketing
At Boston Web Marketing, we want to see your website improve and your conversions increase. If you are struggling to improve your website metrics, let us help by giving you a free website audit and welcome call today.