Almost 90 years ago Claude Hopkins wrote a book called Scientific Advertising which argued that the days of blindly pouring money into advertising and hoping for the best have ended. His insight was to measure your results. This is the only way to be sure your advertising is working; anything else is just a gamble. We don't believe your website should be a gamble. Read more from Claude...
That is why we have developed a formal reporting process to measure your website’s results.
We provide scheduled performance reports on all of our websites, to provide useful insights to assist our clients to measure and make adjustments based on the facts.
Every website owner needs to know how their site performs against these key performance measures...
Sessions (Unique Visitors)
A session is one user's visit to the website, also known as unique visitors. Several page views during the month will only count once for each user (based on IP address). This statistic has shown itself to be the most accurate indication of website traffic and growth.
NOTE: Historically, websites have been measured by hits. A page with four images counts as five hits (one for the page and one each for the images). For this reason hits has been shown to be next to useless for measuring website traffic.
New visitors is a percentage measure of visitors that have visited the site for the first time in the given time period. This indicates the level of re-visits as well as whether the site is attracting new users.
Pages Viewed (per visit)
Pages viewed is simply the number of pages (on average) visitors view on each visit to your website. This gives an indication of how deeply visitors are exploring your website and its content.
Visitor retention measures how long a visitor spends (on average) on your website, measured in seconds. The longer the better as it indicates, visitors engaging with your site and content.
The site’s bounce rate measures how many people leave your site after only viewing one page. The bounce rate indicates if visitors have found what they are looking for or have chosen to look elsewhere. It is measured as a percentage of visitors who don't proceed to a second page.
NOTE: If contact details are available on every page of your website, a higher bounce rate may not be indicative of a problem.
Visitor devices is a snapshot of the percentage of users over the time period that are accessing the website on their Mobile Phone, Tablet or Desktop Computer.
Visitors can come to your site, a number of ways. Directly - by typing your web-address into their browser or following a link in your email. Via a Search Engine - by searching for your site and following the link. By a Referral - where another website has setup a link to send people to your website. Or through Social media or Email Marketing links.
Top Visitor Sources
Similar to Channels, this metric looks at where your visitors originated from. This is most useful in seeing specific Search Engines or other Site's links performance at delivering visitors.
Top pages are simply the most popular pages on your website, Understanding your objectives will assist in analysing whether your key content is effective in capturing your visitors. Also key pages like "Contact Us" are always important to rank well.
Popular pages indicate where most of your visitors are spending their time. It is a good indication of where a site’s strengths and weaknesses are.
EG: If a site aims to get bookings for accommodation and people are never looking at that page, there is a problem.
Top Entry & Exit Pages
As Google and other search engines direct visitors to the specific content they're searching for, visitors can Enter your site on pages other than your Home Page.
The Entry Pages statistic helps understand what the top pages people arrive on. Simililarly
NOTE: Exit pages measures the pages most of your visitors leave from. Exit pages might indicate parts of your website that are turning off your visitors.
Top Search Engine Key words & Key Phrases
Understanding how visitors find your site helps you understand how well your website is working. By studying what keywords (words used in a search engine) are used to find your site you can have confidence that your site can be found by people looking for what you do. Certain keywords may suggest potential future improvements. Lack of certain keywords may indicate areas of weakness to be addressed.
NOTE: Not set or Not provided are recorded due to newer privacy settings, in some cases making this data close to statistically irrelevant.
Having some kind of measurable action on your website is one of the best things you can do to make sure your website is working for your business.
EG: If you want people to get in touch with you then you should have a contact form which counts if people fill it out (a conversion).
Most of the above statistics help you with measuring how well your site is doing at getting the visitors in the door. Conversions help you remember that this is only one part of your website’s success.
You may be getting a lot of traffic for certain keywords which never turn into conversions on your website. In this case you might need to consider if those searchers are actually your potential clients at all. Or you may need to tweak that part of your site to try and get them to respond more positively.
Above all you need to remember your website exists to encourage people to take the next step in buying something from you, or whatever other goals you have established.
Our website philosophy is not “fire and forget.” We are continually enhancing and upgrading the software behind the sites, the website’s look and website features.
Included with our report is a list of all work done on your site including support, software upgrades, server upgrades, feature upgrades, custom development or any other activities.
Increase Your Profits
Measuring your website is simply listening to what your prospects are telling you. By looking at what your site’s visitors are doing on your website you can see what parts of your message are working and what parts are not.
By looking at this over the long term you can see if you can determine if your improvements and changes are getting you a “warmer” or “cooler” response.
A profitable website may provide you with as much new business as you can handle so you may choose to drop other advertising and remove an expense.
Even if you decide to advertise elsewhere, the market intelligence you learn can be applied to your other advertising. This is particularly beneficial in advertising where it takes a long time to measure the results.
The lessons learned from your website eliminate unprofitable side roads and so increases profits.