8 Ways to Use Your Analytics to Improve Traffic Quality

Brian Honigman ,

As a marketer or a business owner, it’s important to continually track and improve your marketing efforts to better align your campaigns to drive worthwhile results.

This is achieved by consistent analysis of the data sets available to your organization through your analytics platform.

Your analytics toolkit is what empowers your business to make smarter decisions informed by the data your customer base provides, especially when it comes to understanding the traffic you’re driving to your website on a regular basis.

However, many businesses get paralyzed by the amount of insights their analytics can offer, which is why it’s so important to focus on a few key data sets and the best techniques to pull the data points that are most important to your decision making process when it comes to monitoring incoming traffic.

Getting quality traffic to your website through your lead generation efforts is more important than the quantity of those visitors. Ensuring both the quality and quantity of your traffic is more easily achieved when consistently analyzing what’s happening on your web properties through analytics.

Here are eight ways to use your analytics to help improve the quality of your traffic.

1. Identify the Sources of Your Traffic

Use marketing software to measure the traffic to your website to understand what sources send your business the most traffic.

Whether these sources are the search engines, paid search, social media, referrals or otherwise, it’s important to see which channels drive the most visitors to your website and most importantly, what the visitors from each source do once they visit your website.

The first step in the process of determining the quality of your traffic is understanding where it came from and why or how that particular channel sent people to your website.

If the traffic coming from this source isn’t of quality, than consider halting your marketing on that channel if you aren’t receiving any other benefit from these visitors.

2. Determine the Sources that Drive Conversions

The next step to take when reviewing the sources of traffic to your website is to understand which are driving conversions for your business.

A conversion might be making a sale, the download of a white paper, a filled out contact form on your website or one of many other actions that positively impacts your business.

The quality of your traffic relies on if you’re bringing the right buyer personas to your website who are genuinely interested in your company’s offerings.

Take a look at the sources of traffic that are driving the most conversions and see what your team can do to help spur more conversions from these traffic patterns from certain sources.

The joy of using your analytics is that you’re able to identify where your customers are coming from and help make it even easier for them to convert from this channel again in the future.

By working to better optimize the channels that are generating conversions for your organization, you’re helping to generate more quality traffic to your website.

3. Understand Which Relevant Keywords Drive Traffic

Marketing software (like Jumplead ☺) can help your organization monitor how your business is ranking for key search queries on Google, Bing, Yahoo and other search engines.

Ranking highly for the most important long-tail keyword phrases related to your business can drive quality visitors to your website on a regular basis, which is why marketing around these search phrases is essential for your business.

By monitoring the analytics related to your search rankings, you’re able to see if your content marketing strategy and other marketing efforts are impacting your organization’s SEO positively and therefore, increasing quality traffic to your website.

4. Understand Time on Site

In conjunction with your marketing software, use a robust analytics tool like Google Analytics since it’s a free and powerful platform that your business can learn a lot about your visitor behavior on your web properties.

Start by understanding how engaged your visitors are by using the engagement report to better understand their time on site.

To understand the length of the sessions your visitors are having onsite, visit the Audience report then drop down to the Behavior report to finally reach the Engagement report.

If the majority of visitors on your website aren’t staying for long than it’s important to focus on how to increase their time on site.

The reason why this is so important is that the longer someone is on your website, the more likely they’ll perform an action with your business whether that’s a download, completing a transaction etc.

If your visitors immediately bounce off of your website as soon as they visit, then it’s likely they aren’t quality visitors.

5. View Multi-Channel Funnels to Locate Understand a Visitors Path

The multi-channel funnels report in Google Analytics is one of the most important to monitor since it provides an overview on the most common paths to conversions on your website.

Similarly to the recommendation of driving more conversions from your most highly converting traffic sources, take a look at which funnels are driving the most activity for your business and try to spur more movement across these channels.

Your business will also able to see which channels interact together to help drive a conversion across the funnel, highlighting which might not drive conversions on their own but consistently help assist other channels in driving a visitor to take action.

6. Know Which Device Users Drive Results

Improve the quality of your ongoing traffic by analyzing and catering to where your traffic is coming from in terms of desktop, mobile and tablet devices.

If half of your audience visits your website from mobile devices and your website isn’t optimized, it’s likely you’ll see far less action taken by this segment of visitors. This limits the quality interactions your visitors are able to take on your website.

Monitor your visitor’s behavior when it comes to their device preferences to better serve their needs and improve how they interact with your organization online.

7. New vs. Returning Visitors

Visit your Google Analytics dashboard and select the Audience Report, then click the Behavior Report drop down and then finally review the New vs. Returning Report.

This report is important to monitor on an ongoing basis to see if your existing audience online is continually returning to your website, while also informing your business of your audience growth overtime as seen through new visitors.

Ideally, there should be a healthy balance of both new visitors and returning visitors to inform the quality of your website.

Your business should see returning visitors if they find your website relevant and valuable to their preferences and interests for the long-term, which means you’re reaching the right audience online.

At the same time, if you’re able to continually drive new visitors to your website than this is a sign that you’re growing the visibility of your business to a new audience.

If the flow of new visitors to your website remains consistent then it’s a sign that your marketing efforts are positively impacting referral traffic to your website.

Both your new and returning visitors are important parts of determining the quality of your ongoing traffic and should both be monitored frequently.

New visitors are integral part of growing your business since it’s an opportunity to convert new customers. It’s also essential to retain your existing traffic since they are likely your existing customers who you’d like to continue a relationship with for the long haul.

Using the analytics features found in your Google Webmaster Tools account can help your business understand what websites are linking to your website, which is important factor that Google and the other search engines take into consideration when ranking your website and driving traffic to your business.

The quality of your traffic is often determined by how well your website is ranking in the search engines for the right keywords, but if low quality websites are linking to your business on a regular basis than this could affect your organization’s visibility in the search engines.

Your back linking profile is a really important factor to monitor on a regular basis to help ensure only quality websites are linking to your business and that you’re building trust with your customers and the search engines.

If a low quality website is linking to yours, then it’s important to disavow these backlinks to uphold your reputation and ensure the quality of your site’s traffic remain consistent. Use the disavow tool to help clean up any bad links, which is also found as a part of the Google Webmaster Tools dashboard.

How does your organization use your analytics to better inform your marketing decision-making? What strategies have helped improve the quality of your website’s traffic? Share your thoughts below.

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Brian Honigman
Content Marketing & Social Media Consultant