Identifying trends in Customer Data can be easily done. The goal is to understand the meaning behind the numbers. As we examine the numbers, we may look at several factors, for example, we may look primarily at paid vs. non-paid traffic data, focusing on trends in Bounce Rate, Pageviews, Unique Visitors, and Time on Site.
Bounce rate is the percentage of visits that go only one page before exiting a site. A number of factors can contribute to a web site’s bounce rate. A few examples might be, site design or usability issues, if they've found the information they need on that one page, or had no need or interest in visiting other pages.
By using Google Analytics and monitoring the bounce rate we can easily meet the KPI. For our KPI, first establish a baseline number for the keyword performance, next set up an experimental list of keywords designed to be more specific to your product or service. As these keywords begin to register in analytics, monitor their performance as they relate to the Bounce Rate.
Another KPI that can be used is to make changes to improve the landing pages ability to attract and hold people on the site. Improvements such as updating text in keywords should help to decrease the Bounce Rate, if done correctly.
Pageviews definition is simple. It is recorded by analytics every time a page is viewed by a visitor. (Analytics Market, 2013) Pageviews are also recorded when visitors, select the “back” button, refresh the page, or open the page in a new browser.
Pageviews can be increase by performing a few simple items that can be easily tracked. First, add more descriptive and accurate title tags on any images on the page in question. This allows the search engines to find your page easier and by monitoring your keywords you can easily track the use of those words and their performance.
Second, enable UGC (User Generated Content) to your site. The KPI is simple, as long as the content on the site is engaging, UGC will increase. This automatically increases the number of pageviews.
A visitor that did not have Google Analytics cookies when they hit the first page in this visit is considered "Unique". If a visitor deletes their cookies and comes back to the site, the visitor will again be counted as a new visitor if they visit the site in the future. (Analytics Market, 2013)
Increases in Unique Visitors can be enhanced by improving the keywords used in paid online advertising. This can be combined with Trend #1: Bounce Rate, with an analysis of the keywords in the company’s paid online advertising will create a benchmark. Using the experimental keywords from Trend #1, tests can be made on the paid advertising and track using the Analytics attached to the site.
Time on page is measured by subtracting the time a visitor hit a page from the time they hit the next page.
Time on Page can be increased by adding relevant content or highlighting a unique product on the site. Some improvements in content may include; adding video, linking within the content, and adding scrolling photos galleries of products or services.
KPI’s for this increase starts with monitoring analytics. Secondly, if video is added monitoring the number of views the video has on YouTube, Vimeo, or any other video host that is used. The second may only be an indicator of people viewing from the host site, but if the video is compelling enough, the visitors will come to the site and potentially stay for longer periods of time per page.
Understanding and monitoring the trends to your website can seem complicated. The key is to look for the obvious signs and identify the potential fixes. By spending a little extra time optimizing your site, many of the trends that need improvement can easily be accomplished.