How to Measure the Quality of Your Website Traffic
As an owner of an e-commerce store, waking up to a high rise in your website traffic can make the day for you. But when you have spent some time in understanding the nature of this web traffic you will notice that not all the visits are relevant. Irrelevant traffic does not generate leads or increase sales. You need to filter out the relevant traffic from the cumulative to be able to make a fairer estimate.
But how can you know if you are getting good quality traffic? Well, we have researched and have noted down a few ways regarding how to know and measure the quality of your website traffic.
Track the following data to know if your traffic is good enough for your business.
Source of Traffic
When you run a business, it’s wise to do well-researched marketing. Naturally, you will get traffic from your paid advertisements, backlinks, social media, referrals, direct sources, etc. But the scope of these kinds of traffics are very limited and these sources require constant tending for them to remain steady. This is why you should focus more on organic traffic. Organic traffic represents the true reach of the business and, generally, represents quality traffic.
Quality Of Keywords
What are the keywords that are driving traffic to your website? You have to ensure that you are ranking for the right keywords. Say, you have a flower shop. The most relevant keywords will be something like ‘flowers’ or ‘bouquet’. ‘Gift’, ‘deskplant’, ‘orchid’, etc. can be secondary keywords. But if you are ranking for threads and needles, then the traffic you receive will not be of good quality. Similarly, your referral links should come from legitimate, authentic and reputed places and not from any spammy site.
A user who is genuinely interested in your business (the products or services) will spend some time in your website deciding whether this is the best fit for him or not. It is not essential that they always go till the end of the sales funnel, but surely, they will engage in the website to ‘check it out’. Hence, you may keep a track of the average time users spent surfing your site. The higher the average time is, the better the traffic you are receiving. If you see that the average time is very low, then you are not receiving quality traffic. You can focus on improving your content to make it more interesting and design more attractively.
Similar to the engagement factor, the bounce rate is a factor that can show you the true quality of your website traffic. A higher bounce rate indicates a very bad quality of traffic. Because this entails that users are landing on your site by mistake. Naturally, they are bouncing out immediately. If this is the case, you may work on your marketing to ensure that your website reaches the proper audience who is, actually, in need to the products or services that you are offering.
Unless you extend your business to the global platform, it is essential that you receive the majority of your traffic from localized regions. For example, if your business provides automobile service, you would definitely want the traffic to be within a certain radius from your service centers. Now, if your traffic comes from another country or even another city, those users are never going to convert to leads. Such traffic is useless for your business. To ensure that you get relevant traffic from the locality, you can use the Search Console Geography Filter to limit traffic from one country only or register your business with Google to get even more localized traffic.
An obvious way to know that you are not getting quality traffic is to notice your conversion rate. Maybe the users are interested in your business, but there are some factors due to which they are not reaching the end of the sales funnel. If your conversion rate in extensively low, you can deduce that the traffic you are getting is not of good quality.
What other metrics do you use to measure the quality of your website? Let us know in the comments!