When it comes to optimizing your website — whether that be for SEO, CRO or customer experience — measuring your results is pivotal. Without knowing where you are, where you aim to be, and the changes you make to get there, how can you identify what you’re doing right? After all, the key to effective optimization is testing for success. Selecting the right tools to provide you with the data you need should be included in your strategy from the outset. Remember, different tools will provide you with different information — but a high-quality, reliable analytics provider is a necessity.
Understanding analytics tools is crucial to help marketers improve their B2B websites. When executing a website optimization strategy, marketers will make lots of changes to their site and, often, their wider marketing strategy. Analytics give marketers the data they need to quantify the results of those changes. They provide hordes of important data that enables businesses to see what’s working and, more importantly, what isn’t. The data you can access will depend on the particular analytics tool you select to use — for example, alongside providing seamless on-site personalizations, Webeo provides users with data on their visits, the average time spent on their site, the total page views, average pages per visit and bounce-rate.
Bounce rate and time spent on site
Your bounce-rate measures the percentage of your website visitors that exit your website as soon as they arrive — making no further movements across your site. A high bounce-rate indicates that your website pages, and their content, aren’t engaging enough. Include long-form, compelling copy, a simple user journey and optimized content that is relevant to your audience to help keep your visitors around for longer. Websites with a high average time spent on site perform better when it comes to website search engine optimization, as search engines like Google will deem your site engaging. Not to mention — the more time visitors spend on your website, the more chances they have of making a conversion.
Unique vs repeat page views
Page views tell you the total number of times a page has been viewed over a period of time. It is important to note that repeat visits are included in this number. Unique page views, on the other hand, are calculated based on sessions — so even if a user loads a page 10 times, it will be counted as one, unique page view. Both metrics are useful to know. A repeat visit could be an indication that they are highly engaged — and, in turn, be a potential customer. Similarly, unique visitors can help you see the number of new opportunities you have. Creating an experience that meets the needs and expectations of your visitors, whether it’s the first time they’ve discovered your brand or they’re an existing customer, is key.
Referrer channels and traffic sources
Gaining insight into where your website traffic is coming from can help you make important decisions about your marketing strategy as a whole. Which of your marketing activities is bringing you the most traffic? And, in turn, what is that traffic doing when it gets to your site? For example, while social media may direct large quantities of visitors to your website, visitors may exit fast and increase your bounce-rate. And, while search engines may bring in less visitors, if they spend a long time on your site or make a conversion, this could be more valuable. It will vary for every website, but identifying and prioritizing your best referrer channels will help you see the best ROI.
A website conversion is what happens when a visitor completes a desired action on your website — like making a purchase or downloading a piece of content. In turn, your conversion-rate is the percentage of visitors that are doing this. The higher your conversion-rate, the better your results! Website conversion optimization is the process of making improvements to your site so it’s easier for visitors to complete these actions. Remember, the average conversion-rate will vary across industries, so familiarizing yourself with what yours should be is a crucial step. The equation is simple:
Number of visitors that complete your goal or action ÷ total number of visitors = conversion-rate
Webeo is a leading on-site personalization software that enables B2B organizations to create bespoke, on-site experiences for their website visitors. The tool works by utilizing a global leading database of business IP addresses — tailoring your existing website in real-time when a visitor lands. Users can edit the language, greeting, calls-to-action, content and imagery displayed on their site to meet the needs of every visitor, every time. Watch your measurable marketing metrics improve — from conversion-rate and SEO ranking to page views, bounce-rate and time spent on your site. And, gain access to detailed website visitor information and site analytics. Discover the power of website personalization and book your Webeo demonstration today!