Considering 67% of the buyer’s journey is now done digitally, your brand won’t survive long nowadays without a website.
Smart companies invest time and resources designing the front end of their website to ensure it creates creditability and trust in the brand and generates leads for the business. Even smarter companies also invest time and resources looking at analytics from the back end of their website. By spending time examining specific website metrics and applying knowledge to improve the overall user experience, you can significantly increase your website’s ability to generate leads and move prospects through the buyer journey.
The following metrics can all be found on Google Analytics and are an excellent starting point to look at optimising your website.
The bounce rate is one of the most important metrics to look at on any website. This is when a visitor comes to the site and leaves immediately without visiting any other pages or interacting with the page. Having a high bounce rate basically means that users are not spending a lot of time on the site, which can be indicative of a number of things. The first consideration is that traffic sources may be sending irrelevant visitors to the website. If this isn’t the case and you think you are getting targeted visitors, your landing pages may need to be optimised for better user experience. This can be for a number of reasons, such as poor design, slow load times, or a confusing page structure.
It’s important to be aware that blogs will often have a high bounce rate as visitors tend to only stay on the website in order to read one single post and then they will move on. As such, it can be useful to exclude blog pages when looking at the bounce rate of the site as a whole.
Most websites get their traffic from a number of different sources, such as AdWords, Social Media and Search Engines as well as visitors that come from other websites or direct to the site. By looking at how traffic from each of these sources behaves when they are on the website, you can identify which are the most effective channels in driving visitors to your website that convert to leads. Armed with this information, you can then dedicate marketing budget and resources accordingly.
Average Session Duration
The Average Session Duration is the amount of time that a user spends on your website. Generally speaking, the longer the user spends on the site the better, as this indicates that the content on the website is engaging and relevant to them. That being said, if the number of Pageviews is low and the Session Duration is high, this can suggest that the visitor is struggling to navigate the site. In this instance, you can look at making the pages more user friendly with clear calls to action so that the user can find what they are looking for quicker.
New Vs Returning Visitors
New visitors will interact differently with your website than returning visitors. As they are interacting with your website for the first time, they don’t have any idea how to best navigate the site, so gaining insight from their user experience can be extremely valuable. If conversion rate for new visitors is low, it’s likely that the website is not user friendly and is not driving visitors to perform the desired call to action. In addition, if the bounce rate is high for new visitors, this will indicate that it is not easy for them to find what they are looking for. You can use these learnings to optimise the website so that it performs better for new users going forward.
Working out which pages users are leaving the site on can help you maximise conversions on your website. The exit pages report can help you identify why they are leaving and make changes accordingly. Is the design of the page wrong, is the content of the page irrelevant, or is it just too confusing to navigate?
Another consideration is to look at the steps to conversion. The steps to complete the desired call to action should be a maximum of three pages from the landing page. A more complicated process is likely to confuse the website visitor, and they are unlikely to put the required effort in to continue through to purchase. By identifying which point in the process they are dropping off, you can then try to remove obstacles to purchase and move visitors through the buyer journey.
Cost Per Conversion
Without measuring conversions, it’s almost impossible to track success. As a B2B company, your conversion won’t necessarily mean a purchase, but any action the visitor performs that is deemed valuable to the business, such as downloading a resource, signing up to an email list or making an enquiry. These can all be set up as goals in Google Analytics, with different values assigned to each, depending how valuable you think that action is to your business.
These statistics are just a starting point. Google Analytics has a wealth of features and metrics that can all be used to evaluate and enhance the buyer journey. At the Lead Agency, we have a detailed look at the analytics of any website before we start a campaign. We then apply that information to optimise our clients’ websites into an effective lead generation tool.
If you enjoyed this article, why not check out our blog on B2B marketing 2020 trends.