How to analyze web traffic Consumer behavior on the website
Objective Follow a simple step-by-step process to: Analyze your website. Discover quickest ways to improve performance. Grow traffic, leads, revenue. Be a hero. This example is a site that aims to generate leads for salespeople.
Traffic Sources Look at what the most important sources of web traffic are This site has a large part of “over the transom” traffic from direct type-in and organic search. They are probably not spending much on online marketing, so that’s where their quickest opportunity is to grow. Since they’re not doing much online marketing, they can find some affordable sources with high ROI. If they’re doing offline marketing to drive the high % of direct, they will drive more traffic for less money online.
Where do they land? 80% of traffic lands on 3 pages 45% see the Product Details page first – from deep links directly to products (classifieds and affiliates) 27% see the Home Page first (mostly direct/type in) 7% see Search Results
Then what happens? 88% of people leave the site after looking at the Product Details page – about 25K people in one month 60% of users leave the site after looking at Search Results 30% of users leave the site after looking at the Home Page Reducing the bounce rate is the first major opportunity to improve website conversion
A side issue with Entry Pages A lot of Errors on entry – about 1200 visits last month. Probably products that are not updated – check feed to partners and update frequently
Where do Home Page people go? 52% search for products 30% Leave the site 7% Search for services ALL other actions only taken by 7% of users combined Test eliminating these “minor” calls to action to improve bounce rate
Process to improve conversion on site Brainstorm ideas for page design [TEAM] Design 3-4 versions of these pages [DESIGNER] Send portion of traffic to each version through Google Optimizer [DEVELOPER] Measure which performs the best (lower bounce rate, higher inquiry rate) [MARKETING] Repeat with other pages Simultaneously: Fix errors, implement survey on site to see why users leave site to get more ideas to test