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Understanding Your Website: Key Metrics and Visitor Insights for Improvement

In this analysis, John Powell, Director of Web Development, explores essential metrics to understand your website's performance and visitor behavior. Key areas of focus include identifying your target audience, understanding how visitors arrive at your site, and analyzing visitor engagement metrics like unique visitors, bounce rates, and content performance. Learn to identify three key questions about your visitors and how to leverage this information to enhance your web strategy. Discover the implications of different bounce rates and the value of tracking new versus returning visitors.

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Understanding Your Website: Key Metrics and Visitor Insights for Improvement

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  1. Analyzing your web site John PowellDirector of Web Development

  2. Understanding your web site • What do you want to know? • What is happening within department? • Who is your target audience? Are you reaching them?

  3. Identify your needs • Identify 3 things you would like to know about visitors to your web site. • Why? • How will this information help you?

  4. Visitors • How many unique visitors? • Pages per visit • Time spent on site • Bounce Rate • New vs. Returning visitors

  5. How Did They Arrive at My Site? • Search engine, direct or referred • Where are they located?

  6. Content • Top viewed pages • Top landing page / Top exit page • Viewing patterns

  7. Visitors

  8. Visitors

  9. Bounce Rate • represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site. The formula used to calculate bounce rate is: Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits [Source: en.wikipedia.org/wiki/Bounce_rate]

  10. What is a good Bounce Rate? • (Average: 40 % to 60 %) • 40% or lower – Excellent • 40 % to 50% - Great • 50 % to 60 % - Good • 60 % to 75 % - Ok but needs improvement • 75 % or higher – low need to revisit your web site organization/structure/content.[Source: Google. 2008. "Google University - Bounce Rate: The Simply Powerful Metric"]

  11. New vs. Returning Visitors

  12. New Visitors

  13. How Did They Arrive at My Site?

  14. Traffic Sources • Direct (typed URL or bookmarked) • Search (Google or other search engine) • Referral (Other web sites)

  15. Traffic Sources

  16. Traffic Sources

  17. Location

  18. Location - City

  19. Content

  20. Site Content

  21. Landing Pages

  22. Exit Pages

  23. Visitor Flow

  24. Mobile Devices

  25. In-Page Analytics

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