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.

4 Reasons Why Brand Building is Important

We often talk to business owners that want to skip step one and jump right into direct return advertising. Although return advertising can be a great option, developing a strong foundation to receive ideal results must be a priority. The stronger the foundation, the higher the house. We here at The Sampson House have developed our business model around the core idea of building strong brands.  So what makes a strong brand?

1. Great first impressions matter!

People see things before they experience them and they will make judgments based on looks, it’s human nature. You can keep clients with value and service, but to snag those initial clients you need to attract them. Having a clear message along with a visually pleasing brand is key. With so many options being thrown at consumers these days, standing out with quality visuals is what will set you apart. 

2. Stand out in the market with impressive design.

By investing in a consistent and quality designed brand you are making your business more recognizable and creating associations with your clients. When someone hears your business’ name, you want them to visualize exactly who you are. This is done by consistently sharing attractive content that speaks to your brand and to your target market.

3. Carry this strong brand across all platforms.

Marketing is about reaching consumers to evoke a change in their behavior. People spend money on experiences and you can share your top-notch experience of your business via your website, social media platforms and beyond. When it comes to websites, excellent design also means excellent functionality. Your website needs to speak to your brand, as well as be extremely user-friendly. Invite people to spend quality time on your site, exploring different pages and easily purchase. Even if your website is not for commerce, but for exposure, design is crucial. You are missing out on clients if your website in no way speaks to who you are. Chances are potential clients are looking you up online before they step foot into your brick and mortar. If they don’t like what they see online they may decide to skip visiting you all together. This applies to your social media platforms. Instagram and Facebook are both leaders in the visual storytelling world. With 1.59 billion Facebook users and over 400 million Instagram users, it's no surprise that consumers are shifting to these platforms for personal and consumer affairs. What's the reason for this shift? Consumers, especially millennials, want to be emotionally moved by their decisions, purchases and engagements. They want to visually share their stories and experiences. They want to feel good about who they are engaging with and/or purchasing from. Social media platforms, Instagram especially, offers a highly visual marketing tool for businesses. If your business is not on Instagram, visually storytelling its brand, you're missing out.   

4. Infuse a lifestyle into your brand.

More often through the use of social media, people are following brands for the lifestyle they support. Clients want to follow and engage businesses that inspire them and speak to their personality. You have to be more than a sales person on social media platforms. Instead, be genuine, authentic and showcase who you are. Show them the lifestyle your brand has created and inspire them to want to live that lifestyle with you.

Avoid missed opportunities by investing in a solid brand that attracts potential clients and tells them exactly what your business is all about. If you want to dig deeper into your brand, give us a call. We’d love to chat with you about your brand story and how we can consistently present it across all platforms.