It’s no secret, most people want to increase their website traffic. People usually assume that lots of visitors = lots of inquiries, sales and well money.
However, the number of site visitors often needs to be peeled back to look at what the typical mix of visitors is.
Analysing Website Visitors 101
Let’s say you have 100 visitors in a day.
First, you need to consider how many of those people are “accidental tourists”. In other words, people who stumbled upon your link and clicked on it. They arrived at the website, but immediately knew they were in the wrong place, so they bounced off the website.
This is unavoidable. They were looking for information on cats, and you had information on dogs. It happens.
It is highly unlikely that every website visitor that comes to your site does so in earnest and is going to spend substantial time there. You see it a lot in bloggers media kits where the number of site visitors is shown as a headline statistic.
On average, as many as 40% of those visitors to your website are what I call “accidental tourists”. Which means that of 100 visitors per day 40 (and often up to 70) don’t hang around too long.
Retaining Your Visitors
If the idea of having people come to your website in error and then leaving is bad enough, what about the thought that they could be coming to your website and then leaving because they don’t find what they want? A service or product that you actually offer!
Of the remaining 60 visitors (and these are just estimates) a lot of them realise that they are in the right place (yeah dogs), but can’t find what they want easily. There are a myriad of reasons for this. Your site is hard to navigate, hard to read, the information is not detailed enough (or too detailed), or you just don’t provide them with a clear pathway to getting what they want. Or, even though your site is about dogs, you haven’t outlined the specific information full stop.
What if you could help them and they didn’t know it?
I realised I’m guilty of this in my own business. I have a service that is just not documented on my site in any place. Like AdWords. I have been providing AdWords support for SMEs for over 3 years and realised about 3 months ago, I didn’t have any page worth mentioning on my site.
Many businesses are in the exact same boat. Websites with only 4-5 pages but 20-30 services (or more).
This is inexcusable. With the variety of content management systems that are available, it is easy to create a service or product page for your website, and those few moments could put you ahead of a competitor that doesn’t have those pages.
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Website owners with any traffic should spend time analysing their site statistics. Google analytics provides this for free, so spending even 10-15 minutes looking under the hood will show you quite a lot of information.
Conversion Rate Optimisation (CRO)
Conversion Rate Optimisation, or CRO is the method of using analytics and user feedback to improve the performance of your website. CRO can be used to improve any metric on your website that’s important to your business. For example, to improve your conversion rates on any page, you need data. Collecting it and analysing it regularly should be part of any serious online business. Not at a website level but at the page level.
You need to work with your tourists today and encourage them to stay for a while