What Metrics Matter to Your Online Success(and How Are They Measured)?
Luckily, Google’s helpful website and local search analytics provide plenty of figures on your company’s performance.
And by “plenty” we mean “lots.”
There is no lack of information to sift through when it comes to online performance, so it helps to narrow the field down and focus on several important factors. Knowing what these respective numbers mean and why they matter is a key part of any good digital marketing strategy—one we do all the time!
So, are you ready to dive into a crash course on the metrics that matter to your online presence? We promise it won’t hurt.
Bounce RateLet’s start with one of the most directly felt influences on your business “in real life.”
A conversion is a recorded goal action. To us, this often means an action that results in a potential customer for you, such as when a stranger is converted into a site visitor, or the site visitor is converted into a sales lead, etc.
When someone fills out your online contact form and reaches the subsequent “Thank You” page for it, that can count as a conversion. Likewise, if someone taps the phone number on your website from their mobile device to give you a call, that can also be counted as a conversion.
Multiple conversion goals can be set up and monitored within Google Analytics. Please note that this is not always a way to know all the contacts people make to you through your website.
For example, someone who visits your website, sees your number, and then dials it into their phone manually (instead of clicking the number) is not going to be counted, as Google has no way to know that happened. Nonetheless, it’s a great feature for tracking specific types of leads over time.
Average Session DurationIn addition to bounce rate, the average amount of time spent on a webpage is a part of how search engines determine the value a page might have for someone searching for a particular term. This factor then affects how that page is ranked against others in search results.
Attention spans aren’t terribly great on the internet, so what is considered a relatively good amount of time for this metric may be shorter than you expect: about 2 minutes.
Again, it’s best to take this figure on a page-by-page basis, as an FAQ page may supply an answer in a much shorter time than a blog post. If nobody is sticking to a page, though, it is worth assessing the situation and considering revising it to add more interactive or interesting elements (such as a video), or perhaps even to cull the page entirely.
Traffic SourcesKnowing the amount of traffic coming to your website matters, but it’s difficult to devise a specific strategy if you don’t know where this traffic is coming from.
How many visitors are arriving to your website via Google’s standard search results? How many are arriving via your Google local listings? What about through links on your social media accounts or as referrals through places such as Yelp?
Knowing the trends of your traffic sources can provide valuable insight into areas where a digital strategy might need to be adjusted or amplified. This is especially important in traditionally larger sources, such as search results. If you’re not showing up well enough, you need to find out why!