Quantity Isn't Everything: How to Analyze the Quality of Visits to Your Site?

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I'm going to start this article with a Keyword Stuffing exercise: Inbound Marketing, Social Media , Content Marketing, loyalty, usability, feedback, digital branding, interactivity, responsible communication, transparency, quality of visits . Now, after the black hat lapse, comes the obligatory question, what is the essential common factor of all these randomly chosen keywords? And the million dollar answer is the user , how they relate to our brand and what we do to make that relationship close and loyal.

This inter-relative construction between the audience and the company that wants new zealand business fax list to reach it has become increasingly important and, as often happens, this increasing relevance is directly proportional to the difficulty of achieving the stated objective. The fundamental change in the digital paradigm in the brand-user relationship also means the need to modify our vision of the metrics on which to focus to measure and analyze the progress of a general digital marketing strategy , and of the user's relationship with our brand in particular, in addition to considering the quality of the visits.

In this sense, the quality of total visits to a given site is no longer THE statistic to gloat over, the golden trophy to put in the showcase to look at and pat ourselves on the back for our capabilities as marketers. It is time, and in fact this time began some time ago, for the balance to tip not so much towards the quantity of visitors but more towards their quality. And how do we analyze this, you may ask yourself. Well, let's look at it together.


 

 


Quality of Visits: What data to analyze to measure?
With all of the above, I am not saying that the quality of visits, the number and volume of traffic to your site, is not important. In short, it is always nice to see how that number of unique visitors grows and the little green arrow is always brightening our days. But given the current situation of the user, the need to reach a certain level of confidence for the conversion to be achieved (or to increase conversions), that number can only be very misleading.

Web analytics is basically a giant crime scene, and we, as data analysts, have to light up our pipe, put on our weird hats, and know exactly where to look to find the information we want. Plus, isn't it nice to feel like a virtual detective of sorts?

To compare the quality of the visits we receive on the site and get an idea of ​​the trust and level of loyalty that the user has with it, we have to check, in essence and as a starting point, the following metrics (all of which can be found in any web analytics tool).

 
Bounce Rate


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This is the percentage of traffic, the number of visitors, who arrived at a specific landing page on our site and left directly from it, without browsing other pages or sections. Ideally, this number should be low, because, theoretically, it would mean that the user found the site interesting and worth browsing.

Be careful, there is a catch here. You need to take into account what specific topic or objective the page in question is about. Perhaps if it is a page with a very direct call to action and the desired conversion occurs on it (product purchase, software download, contact form), it is not a bad thing if the bounce rate is a little higher there. But I remind you that there is something called “ remarketing ” that you can use in these cases. So this caveat has a rather limited scope.