10 Behavioral Metrics That Tell You More about Your Site Than You Will Ever Know
If you want to know how your website is performing, you simply cannot rely on guessing games. You ought to know exactly what is working and what is not. This is where behavioral metrics come into play. They will tell you how effectively your website is converting viewers into customers. You will know which marketing strategies to stick to, which new ones to adopt, and which ones to abandon.
Listed below are 10 behavioral metrics that tell you more about your website than you will ever know:
Total Value Per Visit
Every time a customer visits a certain page on your website, some value gets added to your business. This depends upon the steps taken by a visitor. In an e-commerce business, for example, there is revenue generation owing to products or services sold.
Not always will a visitor convert a visit into a purchase or take an action that will be beneficial for your business. So it is important to understand the trends that is driving your website. You need to use tools which will enable you to know the value per visit. Google Analytics, for example, helps you understand which pages are leading to most conversions and which ones need work. This will help you modify your strategy.
Conversion cost is a metric that tells you how much money you are spending per conversion. This is an essential metric because your cost is closely related to the conversion itself. A high conversion cost could lead to a less or even zero profit. Depending on how much you are ending up paying, you must change your strategies.
The rate of conversion on a particular page of your website tells you how much conversion it is leading to. This depends on the action you want your visitors to take when on that particular page. A page with a high conversion rate indicates more visitors are taking that action, and that the page is performing well. Similarly, a page with a low conversion rate will tell you it is not working and needs to be looked into.
This metric tells you how many visitors you have on your site. You will be able to have an overall picture how many people are visiting your site through avenues like a blog post or a link sent via email, and so on. You will also understand which campaigns and strategies are working well in driving traffic to your site. Over time, you can also see a trend in the number of visitors—whether they are increasing steadily or there is a sudden decline, and take actions accordingly.
If you are using Google Analytics, under the tab titled “Behavior” you will be able to see which pages on your site have the most hits. This tells you which pages on your site are more popular than others. Not just that, you can also find out which pages have the most shares on social media. This information will help you change your approach and understand what kind of content your audience prefers over others.
From the point of view of marketing, this metric is very important. You get to know where most traffic on your site is coming from. This gives you an insight as to how many are direct hits—visitors who come directly to your website by typing in the URL, how many are search visitors—the ones who found your site via a search engine like Google search, and how many are referral visitors—ones who land on your page from another blog or website where your site has been referred to. Again, this will help you understand which strategies are working better and help you modify them according to your needs.
On any one given visit, how much time a visitor spends on your page is a metric that helps your understand how engaging your website is. This also tells you the average time spent on a certain page on your site. Note that search engines like Google actually use this metric to determine the quality of your page. This affects your ranking. More the time spent on your website, more are the chances of conversion. So you can use this metric to modify your strategies.
It is important to know what actions the visitors on your page are taking. If they are not always converting, then what are the interactions that they are having? This metric helps you understand which pages are being looked at, commented and more time is spent upon. This helps you understand the path a visitor takes till he or she makes a purchase. This will help you improve the pathway that will enable more conversion for your business.
If a visitor lands on your website through a social media share or link on a blog, but then immediately leaves without spending any time or clicking on any other page, it is considered as a bounce. If a large percentage of visitors do this, your site has a high bounce rate and vice versa. The lower your bounce rate is, the better it is. Sometimes adjusting your sources of traffic helps in improving your bounce rate.
A visitor will not always immediately leave your site after viewing it. But if they are also not converting, then they are exiting your site on a certain page. This is called an exit page. This metric helps you identify which pages your visitors are mostly exiting on. Once you have identified your exit pages, you can modify them so as to keep your visitors from exiting.
Moreover, to improve the performance of your site, you should add more call-to-action or CTAs thereby providing your visitors more opportunities to convert. You should also reduce the number of distractions on your website. A simpler and faster checkout process, an attractive keyword driven headline and so on are a few more ways in which you can improve the performance of your site.