Written by: Elizabeth Engen, Principal of Premier SEO Ninjas
Businesses spend considerable portions of their budget on inbound online marketing campaigns from the classic search engine optimization strategies to pay-per-click advertising campaigns and social media marketing. All of these activities are geared for a single purpose: to drive traffic to a business’ website. It is, therefore, crucial that the quality of this inbound traffic be evaluated to form a basis for the determination of the effectiveness of marketing activities.
There are many things that can comprise web traffic analysis. The fundamental issue is on the quality of these influx of visitors. Businesses must feel confident that the number of visitors and/or engagements monitored and recorded by the website’s visitor counter is an accurate representation of the actual number of real people paying a particular interest in the site and what the business has to offer or provide.
The reason for this is that, while business organizations are beefing up on their traffic and lead generation strategies, often allotting huge sums of money for these inbound marketing activities, some competitors may employ unscrupulous activities that can mislead a particular organization into thinking that it is indeed generating the kind of traffic that it expects to see. However, there is a big question within the organization as to why, despite this increase in traffic, only a few are translated into leads, and even fewer number gets converted into sales. If the business organization is spending millions of dollars on its digital marketing campaigns, then it must expect that these measures will translate into substantial dividends or returns on their investment.
Pay-per-click advertising campaigns are especially vulnerable to exploitation and lost financial resources. These PPC ads require companies or business organizations to pay a certain amount for every click on their ads that have been posted on certain websites as well as in search engine platforms. Unfortunately, a click does not automatically mean a lead or a sale.
For instance, an individual may have accidentally clicked on a banner ad, who clearly didn’t have any intentions of doing so. This individual may be brought to the landing page. However, since the person doesn’t have a need for such information, he may spend little time exploring the landing page or exiting it altogether. Unfortunately, since the click has already resulted in a user action, it is already registered as a cost per click on the company’s PPC ad campaign. Whether they like it or not, they’d have to pay for such action.
It is also for this reason that inbound digital marketing experts agree that PPC campaigns are not really cost-effective ways to generate traffic. A side-by-side comparison with SEO, business organizations can derive better results in driving traffic to their websites using google search engine optimization than PPC. Nevertheless, it is important to analyze the quality of this traffic so key decision-makers can issue directives that will spell a change in marketing focus, and hopefully, spell better success for the organization.
Web traffic analysis requires the careful scrutiny of different parameters such as page views, visits, unique visitors, pages per visit, average visit duration, bounce rate, and percentage of new visitors. All of these parameters, as well as a host of others, must be analyzed carefully to determine which aspect of inbound online marketing activities is making a huge difference in the company’s bottom line. These campaigns can then be enhanced further to help increase the number of opportunities for lead and sales conversions.
On a more developmental note, an analysis of website traffic will reveal which aspects of the marketing campaign need to be revised, overhauled, or completely scrapped to minimize the impact of wasted financial resources and help improve the overall financial standing of the business. If half of the traffic is generated by bots, then measures can be instituted as to how the impact of this phenomenon can be mitigated and whether changing the focus of marketing campaigns will help eliminate such issues.
While there are online tools that allow businesses to analyze their web traffic data, only a trustworthy company that specializes in web traffic data analyses can perform a thorough, systematic, and truly comprehensive analysis. Unless a business has someone who truly understands the different web traffic parameters, it is best to use dedicated companies to provide such in-depth analyses. More importantly, they can help the business organization devise of a plan to optimize their digital marketing efforts.
In the end, the primary aim of web traffic analysis is to help businesses optimize their marketing campaigns by reinforcing those that provide the best results while giving them the opportunity to change, revise, or overhaul non-performing activities and campaigns. This spells a more efficient management of the business organization’s fiscal resources and put money where it matters most.