What is your web visitor behaviour telling you?
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What is your web visitor behaviour telling you about your website?
Are your visitors behaving how you want them to and visiting the page/s you want them to?
You may use a website analytics tool, such as Google Analytics, which is a freemium web analytics service offered by Google that tracks and reports website traffic. Others are available, but such a tool enables you to gain a deeper understanding of the customer or web visitor experience.
When we talk about Marketing, we highlight the importance of testing and measuring your marketing activities. Such an analytical tool enables you to test and measure your website strategy and purpose, by analysing your online traffic.
We always encourage you to start with the end in mind. What is your online strategy? What is the purpose of your online presence? What do you want your web visitors to do?
When you have answers to these questions, then you are measuring and analysing with purpose and looking at the more relevant details.
When reviewing your website analytics, then below are some of the more common considerations made by other business owners. However, we encourage you to reflect back to your purpose and review the most relevant statistics available and drill down further in key areas.
Number of visitors
Number or percentage of new sessions (new visitors)
As mentioned, the consideration for any website is its purpose. This will influence whether you believe the percentage or number of new sessions to be good or bad.
For example, your website may be structured for new prospective customers and you have no reason for existing customers to revisit the website because your retention or repeat business strategy is face-to-face when they visit you or maybe driven offline. Alternatively, you may drive customers back to your website to leave a review or download future offers.
Average Time on site
Average number of pages per session / visit
These two areas are often the focal point for many business owners, sometimes simply driven by the fact that they are reported on the first page of Google analytics.
However, the purpose of your website may be to simply convert web visitors to table bookings, an event booking, a bedroom reservation or similar. Therefore, you may not need many page visits per visit to convert your prospect. Alternately, you may want to take your visitors on a journey of two or three pages to share your credibility and customer focused content.
If you are converting visitors immediately, then the time visitors spend on your website may be influenced by your checkout procedure or it may be that they are engaged by specific content or even waiting for page content to download. This highlights that you often need to drill down your statistics even further to better understand what the headline numbers are really telling you.
Analysing how your web visitors came to your website and to which page they were attracted, will often tell you much about your prospective customer.
No longer is your home page the default landing page and often businesses are surprised which pages are more easily found with the search terms used by the web visitors.
A consideration here is whether you are driving traffic to a specific page on your website and whether this activity has been successful (e.g. a social media campaign about your new menu or an advert to download an offer).
Businesses often invest in their home page and build the website from there However, if someone starts at your ‘About Us’ page, then does the content also focus on the same purpose and with the same conversion intention?
Are the visitors to your website exiting at the desired points, such as your contact page, or are they leaving at a point when you have not captured their interest?
How many of your web visitors immediately leave your website (bounce off) after visiting a single page?
Does that page need revising or did they simply get the information they were looking for?
A point worth making about these last two areas is that it may depend on the design and structure of your website.
For example your telephone number may be on every page of your website and your objective is to convert web visitors to callers. Therefore, they may not need to go to your contact page and may just bounce off the first page they visit if it was that telephone number they were seeking.
What browser were they using?
A good website should appear the same or similar on any browser, whether that is Chrome, Edge, Safari, Firefox etc. However, you may prioritise the design to a specific browser, based on what your analytical data is telling you about your visitors.
What device is used to browse your website
Is your website mobile friendly? Does it need to be, not just for the search engine, but also for the majority of your website visitors?
Are your website visitors using a mobile, a tablet or surfing from their desktop? Again, this can help you profile your website visitors and prospective customers to build the content with relevance and market to them at the right time.
If your website is primarily visited by mobile users, then is this their device of choice and used whether they are at home, at work or on the go? Are your checkout procedures or call to action as mobile friendly as they appear are on the desktop? If the use is more on the go, then are they using the device to search for local businesses like yours or maybe just seeking last minute directions?
Using a web analytics tool to measure your web traffic will help you make key decisions about your website and online traffic to ensure you pull those prospects towards you.