How do you know whether your website traffic is quality traffic?

There are millions of websites available all over the internet, and there are equally as many visitors searching for websites, visiting websites, and using the services provided by them.

Every business with a website absolutely wants to be at the very top of the performance stakes, but it can sometimes be a little confusing regarding what to track, when to track them, and what the results actually mean!

The visitors to your website are great, but how do you know whether they are the quality traffic you are looking for to make business projections?

To find out how much traffic is going through your website, and then to further find out whether that traffic is quality traffic, we need to look into website analytics called metrics.

Metrics clearly indicate the quality of the website traffic, as opposed to the quantity exclusively (although this can tell us a lot too).

To succeed in gaining all of the information you need to understand about visitors to your site and the quality of the traffic, you will first need to understand what kind of metrics will best tell you the performance of your website.

What Metrics Should I Track?

There are different schools of thought on this subject, but it is essential to remember to always look at the most important data that matches the results you’d like to analyse.

The best metrics to look for and analyse when looking at numbers for quality traffic running through your website are:

• Visitor Numbers- This is the most vital metric to track, and it is super important to make sure the website has the correct number of visitors; otherwise, the rest of the metrics are next to useless.

It is essential to identify website visitor numbers to get a high proportion of visitors to your website. You can improve this number by running ads on Google, social media, and backlinks on other websites with the same audience you are trying to attract.

• Bounce Rate- This is incredibly common and is defined as someone who has found your website through a search, but when they land on your website, they believe the content or services is not what they are looking for, and q=will quickly come off your website.

Bounce rates can be detrimental to your SEO ranking. Still, the good news is that you can reduce this bounce rate by creating more engaging content or refining your targeting criteria concerning your audience.

• Average Per-Session Page Views- If you wish to know how compelling your website is, this metric will undoubtedly give you that information. This metric will show you the average page views per visitor and shows how many pages of your website a person has looked at.

A simple way to increase this metric is to add more compelling content that informs and also guides people around your website.

• Duration Of Session- This metric is relatively simple. It tells you how much time a visitor is active on your website, and this metric is an excellent guide of how compelling your website is. The higher the clicks, the higher the metric.
• Average Time Spent On Page- The average time on page data shows how much time is spent on individual website pages. This metric is an excellent indication of what pages people are spending the most time on.
• Traffic Source- Here, we are talking about the part of the internet that drives people to your website.

For example, an active social media source where your website is displayed would be the place that people click from to visit your site and would be considered a traffic source,

• Device Source- is a great metric to use when looking to make your website more compelling and engaging.

It can find out:

• The top device types
• The top operating systems
• The top browsers

That is continually being used to access and process your website. Knowing this can be incredibly helpful for website optimisation, as you can read the metrics and design your website in accordance with the tp results.

• Visit Interactions- Again, this metric is a beneficial one to pull data from. It shows you how visitors are navigating around your website, which gives a great indication of which parts of your website are engaging or not.
• Visit Conversions- This metric can give great insight into how your page visitors are turned into customers or service users. The higher the overall conversion rate, the better the information convinces people to sign up/purchase.
• Exit Page Information- This is the metric that can tell you where your page visitors are dropping out of the website process, called exit pages, where people will halt the process of searching and being guided by your website.

With this metric, you’ll be able to highlight areas of improvement concerning increasing engagement and reducing exit.

Conclusion

Website metrics are sometimes the most important thing to look at when analysing the performance of your website and its content, but especially important when looking at the quality of traffic that runs through your website.

Of course, as we mentioned, these metrics can all be tracked and analysed for determining the quality of traffic coming through your website, but some of them may be more relevant than others. Linktree has an excellent demonstration of metrics visible to the user and can be a perfect example of traffic analysis.

When the results are analysed all together in conjunction with one another, it can give a compelling overview of the amount of quality traffic falling into your website, how the viewers behave around your site, and, on the opposite side of the coin, they can also tell you where you may need to make improvements to improve the quality of your website traffic.