What is website traffic analysis?
Website traffic analysis allows you to get information about:
- The total number of visitors to the website,
- All actions performed by visitors on the website,
- The performance of your website,
- The results of website optimization and promotion.
Correct estimation and analysis of these data will help to detect problems in your marketing strategy and make it more effective. No matter what type of web resource, an online shop or a simple homepage, you need to constantly analyze its traffic.
Why do I need to analyze my website traffic statistics?
Analyzing your website’s traffic allows you to determine if your website has attracted the number of prospects you expect. The study of your website traffic also helps you to identify their preferences and their behavior on your website, because the goal of any website is to attract traffic and be visible on the net. You will then know if you have achieved your objectives, which can be, among others, to make people discover the advertisements contained in your pages or to present your products so that visitors will buy. The idea behind this analysis is finally to increase the traffic of your site and can provide answers to:
- What percentage of the target audience visits your site (out of the total traffic)?
- Which traffic source generates the most visitors and target conversions?
- How much time do users spend on the site and how many pages do they view?
- What do we need to do next (what to set) to achieve the objectives?
Once you start analyzing traffic statistics, you will better understand your visitors and their behavioral patterns. The website statistics from the analysis will help you identify the most visited pages and the most popular types of products in your catalog.
What are the different parameters to be measured in a web traffic analysis?
Number of visits to a site
The number of visits to a site and the average time spent by users on each page are indicators that help you determine whether they were interested in your content or whether they just hovered over it and immediately moved on. You will then be able to take the necessary steps to capture the interest of your visitors on each of your pages.
The visitor’s path is another factor that determines the reactivity of the Internet user to your functionalities and products. By analyzing the visitor’s path, you can determine whether they bounced from one page to another, whether they searched for more content, or whether they left your site after staying for a short time.
Study of your web traffic
The study of your web traffic also takes into account the sources of traffic that led your visitors to each of your sections: direct access to your URL, passage through a referent site, search engine results, etc.
Finally, it is through the audience of your landing pages that you will see the effectiveness of your AdWords links. Your web analytics will then have to take into account the number of clicks that have been made and you will only have to refine your digital marketing strategy by improving the functionality and attractiveness of your landing pages.
What are the key indicators to know the traffic of a website?
As part of a web traffic analysis, the creation of dashboards and custom traffic reports is an important step to get a quick and synthetic vision of your site’s performance. These must correspond to your objectives (KPIs) and your target audience. The most common indicators are:
- Sessions. The number of visits to the website for a given period. A session is a visit to the website by a user. The session is terminated if the user leaves the website or remains inactive for more than 30 minutes. Therefore, the more sessions you have, the more effective your promotional strategy will be.
- Pages / Session. This indicator reflects the depth of a website visit. You can see how many pages users view during a session. A high number of pages means that your website is interesting, useful, and convenient.
- Average session length. The duration of a session calculated as the average number. The longer users stay on your website, the higher your website ranks in searches.
- Users. The number of unique users who visited the website during a given period of time. Do not confuse the number of sessions with the number of users. Sessions indicate the number of times all users have visited your website. Therefore, the number of users is always less than the number of sessions.
- Bounce rate. The percentage of users who leave the website within 15 seconds of their visit. A high bounce rate shows that the web resource does not meet the needs of the visitors and that they have landed there accidentally.
- Conversion rate. It is the rate of conversion of visits into action. Do web users buy or do they just read your content and then go on their way? A high rate means that your marketing approach is effective and brings results!
- Channels. These are the sources of user traffic. There are nine types of these channels which will be described in detail below.
- Devices. Measures that segment users by device type (PC, tablet, smartphone).
- Average position. The indicator reflects the position of the website in search results.
- CTR. The ratio between the number of impressions and the number of clicks on your page in search results. These data show how visitors interact with the different elements of your website’s pages.
- Clicks. This data shows how visitors interact with the different elements of your website’s pages. Analyze page clicks to see which elements are being ignored and correct them to improve the user experience of your website.
- Video replays. This information allows you to analyze the scrolling depth of your website. This way, you can make sure that the most important information is the most visible.
It is also interesting for you to identify the sources of traffic that have caused the most changes. These indicators will give you a precise idea of the type of visitors to your site so that you can effectively segment your customers. You will then be able to draw up a better content strategy or review its tree structure, for example, to ensure its continuous improvement.
What are the audience of a site and its main sources of traffic?
Web traffic analysis covers all incoming traffic to your site and allows you to measure its notoriety, to assess the performance of your digital strategy and also to estimate your position in a very competitive market. The use of high-performance traffic sources will allow you to attract Internet users and thus multiply your sales. Following a web analytics analysis, you should be able to define by which means your visitors should arrive on your pages.
The traffic on a site generally comes from multiple sources. There are several types of traffic:
1. Direct traffic
Direct traffic, which is made up of visitors that you have retained and who go directly to your site by typing its URL or via a bookmark. These regulars often come to your site because they are attracted by your regularly updated information or by the products or services offered. You must, therefore, rely on good marketing content and good ergonomics so that they always come back to your pages. Dense direct traffic means that you have succeeded in building the loyalty of many Internet users. If it is low, then you will have to improve your content and expand your offers.
2. Organic traffic
The organic traffic that is generated by searches on search engines. The fact that organic traffic is important means that your site is well-positioned with these tools. Its analysis allows you to appreciate the effectiveness and performance of your SEO techniques. It can be paid, i.e. it can be the result of clicks on sponsored ads using.
3. Social Traffic
Social traffic, which refers to the flow generated by your activity on social networks such as Facebook or Twitter. Your notoriety with your community allows you to convert visits to your online store into purchases. This traffic will be important if you are very active on social networks. You will then be able to post links to your landing page or blog posts.
4. Referral traffic
Referral traffic, which is based on the traffic generated by your net-linking efforts (inbound links). These return links are effective in redirecting Internet users to your website. This traffic will be ample if several links leading to your pages.
5. Traffic from your e-mailing campaigns
It is generated by the clicks made by Internet users from your newsletters. This way, you can send interesting emails to your users and show them your site’s good features so that they come to your site more often.