Moving into 2020, analytics continue to be incredibly important in the sphere of online public engagement. Quantitative metrics allow you to make highly informed decisions and set specific, measurable goals which otherwise would not be possible. With more information about your participants, the more successfully and accurately you can use and benefit from the information they provide.
Visits, commonly referred to as traffic, is simply the total number of site visitors over a period of time; often one month. This is an overall measure of your site's popularity. More visits suggests you are reaching a larger audience, with the potential to engage more people. Rather than assessing traffic as unique events, viewing traffic over time is a useful way to illustrate growth patterns, allowing a comparison between different points in time. To provide increased value, traffic can be further dissected into both unique and returning visitors—which is especially helpful when identifying audience growth.
Bounce Rate represents the number of visitors that visited a website and left after viewing a single page. Bounce rates are represented as a percentage of total visitors; if ten people visited the site yesterday and five of them left after landing on the homepage, this would be a 50% bounce rate. Generally, a lower bounce rate is better; this suggests your website visitors are having more interactions with your site and exploring its contents.
Page exits, often referred to as abandons, is the last page a visitor sees before leaving a website. Each page on a site has an exit rate, similar to a bounce rate. A page with a high exit rate may indicate that visitors get frustrated or bored on the page. A survey with a high exit rate suggests that a revamp of the questions or their order is necessary to increase overall engagement.
Understanding and harnessing website analytics provides significant results. Assessing individual metrics alone provide little tangible information about the quality and overall success of a page; what if your site has 100,000 visitors but with a bounce rate of 90%? Alone these metrics hold little value, but harnessed together, they begin to provide a more holistic picture of your website and its success.
Combining these metrics together is where analytics become powerful. When views, bounce rates, and abandons are strategically assessed from a holistic perspective, we begin to see the big picture and better understand more about the user experience and what is occurring on a website. This knowledge is invaluable in informing website changes and decisions.
Putting it all Together
Analytics help to provide answers to important questions; how successful was a marketing campaign?Are visitors engaging in the material or just casually glancing over the site?
Over the past year, we have put together numerous bright minds in order to serve up these analytics in Novel ways that are both intuitive and effective. In working with several partners, we have co-created a dashboard that presents key metrics to help guide and inform decisions.
The value that analytics has brought to our engagements we have facilitated in 2019 have been substantial. We make a point to work with each of our customers to help understand various metrics, what they mean, and adjust their engagements to provide the most possible value.
To find out more information about we have leveraged analytics to impact outcomes and benefit our customers, send us an email - we would be happy to show you.