5 Stats to Watch on Your Website

Web analytics can be scary. As overwhelming and complicated as they may seem, analytics can actually be simple to understand. We’ve narrowed it down to 5 key metrics we think are most important to know to get the most out of your website.

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1.) Your Audience

When creating content for a website, you are creating it for a particular group of people. It’s important that your website & social media audience are lining up with your target market.  Knowing your audience is important to keep track of your content and if it is engaging with your demographic. You want to know who you are speaking to on all platforms. Paying attention to demographics such as age, gender and location are some of the most important stats to keep track of.  Websites and most social media sites make this data accessible through basic analytics pages.You’ll find an audience section on the insights tab of your social media pages and your website analytics page. Facebook can even tell you what your visitors interests are. Creepy. Knowing who is interacting with your site is critical in order to grow your audience and create better content.

2.) Traffic

All across the World Wide Web, visitors are finding your site. Monitoring the traffic to your website is critical to understanding where your visitors are coming from. Your analytics will show you traffic sources and if your website has a balanced mix of guests: Search, Referring Sites, Direct, and Social/Campaigns. Search refers to how strong your SEO (Search Optimization) skills are, relying on your websites tag words and how high or low you are ranked when someone Google’s a product or service you might offer. Referring sites are visitors that are coming from a different website that links to your products or services.  Direct traffic refers to visitors who are directly navigating to your website by typing in the URL and are most often your returning customers. Social or Campaigns are guests from email links, Facebook posts, social media campaigns etc. Having a mix of these different traffic types is a good sign of a healthy digital media presence. If you notice a lack from any traffic source, work on creating more engaging content on those platforms.

3.) What’s Popular

Now that you know your audience, what content is their favorite? Tap into your Popular Content tab in your website analytics. This will show you where your website visitors are going. Maybe your blog gets the most traction or your client work pages are killer. It’s important to keep track of what is getting clicks. On your social media pages, pay attention to your Engagement Rate. Engagement rate is a metric that is heavily used when analyzing social media to track likes, shares, and comments. To get your engagement rate- divide your number of reactions (likes/comments) by your post reach. A higher Engagement Rate is a sign of great content meaning you are doing great, in which case, do more of that content, your followers are loving it!

4.) Site behavior

We all want to be popular. One way to measure your popularity is Pageviews. A pageview  is a metric that counts how many times users click on different pages within your website. This shows they were interested enough to check out several pages before leaving the site. Another important metic under this category is Bounce rate. Bounce rate refers to the percentage of visitors who navigate to your site then click away after only viewing one page. This is important to note so you can then work on improving your sites “stickiness” and keeping those future customers around! Whether that be adding more compelling content to your homepage or moving the important information to the top of your website. The less you make your visitors work to find what they are looking for, the better.

5.) Conversion Rates

So, you have people on your site. Yay! But how do you convert these visitors to customers? Even if you are not selling a product, a conversion could mean signing up for an email list or download a desktop calendar (link to our September calendar there). This is called a conversion or, in other terms, a measurement of success in getting visitors to perform a desired action. Closely track where your conversions are coming for so you can know where to focus your digital efforts, are the converting visitors coming from Facebook? An email campaign? The more you know, the more you can optimize your efforts.  Strive for a high conversion rate, meaning that your efforts are working.

5 Steps to Spring Clean your Website

Written by: Milana Arambasic

If you run a business, you most likely have a website that you use to communicate with your customers. Whether the site is informative or shoppable, ensuring that it is clean and up-to-date can be vital in driving sales and customers to your business. (Did you know...80% of shoppers conduct online research before making a purchase?). With spring right around the corner, now is the perfect time to clean your website. We know that websites take a lot of work so they often fall to the back burner. That is why we are sharing our top tips on how to refresh your website, as well as keep it looking top-notch throughout the year. All in five easy steps!

  1. First, run a website audit. Sit down and really dig through your website. How many pages do you have? What information and content do you have on your site? Does information overlap? Is every page needed? Do all the links click? Is it easy to contact you/order from your site? Really take the time to audit your website content. This is also a great time to have others take a look at your site in case you overlooked something. The more eyes, the better.

  2. After you have audited your website content, compare your content to your current brand. Does it scream YOUR COMPANY? If not, ask yourself, "why is this information here"? How can you brand your website more? Are you missing something? Have you changed your company's message? Make sure it is reflected on your site. Comparing your website audit to your actual brand helps you learn what information is needed and on-point with your brand.

  3. Now that you have a general idea of where your website is versus where you want it to be, create a plan. Do you need to outsource help with graphics, coding or photography? Can multiple people help contribute to the website refresh? When do you want your website refresh to launch? Like we said, refreshing your website can feel overwhelming, so start working on it one section at a time. Also, make sure to set a realistic deadline for yourself. Complete website refreshes can take anywhere from a couple of months to half a year. Plus, if you give yourself a deadline, it helps you keep you on track. Remember, it doesn't hurt to tell others you're working on a refresh. It's kind of like the accountability system. Just like when you're on a diet, if you tell a friend or blast it out on social media, you're more likely to stick to accomplishing your goal. :)

  4. Research. Research. Research. With the digital world, things change daily. Size and pixelation requirements, load time, standards for showing up in search engines, and so on. Before you make any changes, do your research to ensure you are making changes that are going to help your website be shown to consumers instead of hiding it.

  5. Lastly, the upkeep of regular maintenance is important. Set aside a time every month, or every other month, to go to your website and check everything over. Upload new portfolio pieces, tell your customers what's going on, who your new staff members are and so on. This is also a great way to update information as it comes along instead of attempting to clean up your site in one sitting.

Refreshing a website is a lot of work, but if you start small and stay on top of regular updates, the process is more manageable. Are you interested in a website refresh, but don’t have time to complete one yourself? Get in touch with us; we’d love to help! contact@thesampsonhouse.com