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What does your website analytics data really mean?

Search Engine Optimisation (SEO) | 0 comments

 Website analytics data can be a confusing beast at the best of times.

You’ve likely set up Google Analytics or a privacy-focused analytics tool like Fathom Analytics to enable your team to track your website’s performance.

However, when you start looking at your website analytics data, you may not understand what everything means. If that’s you, don’t worry — this is a normal feeling. Most business owners aren’t data scientists with years of expertise.

The good news is that understanding your website analytics data is much easier than you might imagine.

I’m going to run through some key data points to look out for in your analytics data. I’ll explain each data point and why you’ll want to track it.

By the end of this blog post, you’ll be armed with everything you need to start turning your website analytics data into powerful metrics that can help your business.

Traffic

Your website traffic data shows how many people visit your website daily. You’ll also be able to see how visitors found your website. For example, they could find your website through a search engine, click on a link on social media, or click through via a paid ad. Understanding how people reach your website helps you to evaluate the performance of your marketing efforts.

Top Performing Pages

Your top-performing pages typically receive the most traffic and conversions. You can see which pages get the most visitors using your analytics data. This is crucial for your business, as you can see which content your audience enjoys the most, allowing you to create more of it.

Average Session Duration

A visitor’s total time on your website in one visit is known as a session. The average session duration lets you know how long the average visitor spends on your site. The longer visitors stay, the more engaging or exciting they likely find your content. If your session duration is low, this provides a big clue that your content may need updating. An engaged session is where the visitor stays on the page longer than 10 seconds or clicks a link on the page.

Bounce Rate

When a visitor leaves the page in less than 10 seconds without clicking on a link they have bounced. The bounce rate metric can be very helpful, as it shows the percentage of visitors who leave after only viewing one page. Average bounce rates can vary depending on the industry or target audience. A good rule of thumb would be to expect a bounce rate of around 40%. If your bounce rate is considerably higher than this, you may need to work on making your website content more engaging to visitors.

Conversion Rate

When you’re serious about generating leads or sales through your website, your conversion rate is the most important metric to track. It tells you the percentage of visitors who take a desired action, such as purchasing a product or service, completing a contact form, or signing up for your email newsletter. Increasing your conversion rate means more leads or sales for your business.

Page Load Time

A slow website can have a big impact on your business’s success. Page load time measures how quickly your web pages load for visitors. Slow-loading pages can easily frustrate users and lead to higher bounce rates. Faster load times can bring more leads or sales and can even impact your search engine visibility. You can test your website speed at https://gtmetrix.com

New vs. Returning Visitors

Striking a balance between first-time and new visitors shows that you’re successfully attracting new potential customers and building loyalty with existing ones. If you find the metric skews in one direction, you either need to improve your marketing or work on encouraging existing customers to return to your website regularly.

Why Fathom Analytics is Simpler for Website Analytics Data

Fathom Analytics offers a user-friendly and streamlined way to understand website analytics data, making it easier to use than Google Analytics. Its clean interface allows users to access key metrics, like visitor numbers and page views, without navigating complex dashboards.

Unlike Google Analytics, which often requires advanced knowledge to interpret its extensive features, Fathom Analytics provides a straightforward experience. Additionally, it prioritises privacy with a cookie-free tracking solution that simplifies GDPR compliance, making it an ideal choice for those seeking an accessible and privacy-focused alternative.

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