Website stats provide useful information about your site’s overall performance. But the amount of data that you get can get very confusing. The digital world is full of data waiting for you to analyse. Strong digital marketing campaigns are built with data as their foundation. But the more stats you get, the harder it is to wade through the information. How do you keep yourself from getting stuck?

analyzing web traffic stats

Collect the right kind of data

When you go to your Google Analytics reports, you will be inundated by so much data and it may take you hours to process all of this and craft a campaign out of it. If you’re running a small business on your own, time is probably a luxury you don’t have a lot of. For now, here are the web traffic stats that you should be focusing on.

  • Unique Visitors - refers to the individual people who have visited your website. This is different from the total number of visits. It counts the number of people - typically based on IP address so that if you get 2 visits from the same IP address, Google counts this as 1 unique visitor.
  • Referrals - you want to know where your visitors are coming from. This type of website traffic stats tells your site’s traffic sources - e.g. search engines and social networks.
  • Top pages - these are the pages that get the most traffic on your website.
  • Average Time on Page - this website visitor stats is an indicator of whether or not visitors are consuming your content. If they stay on the site for only a few seconds, chances are they didn’t find the information they are looking for on your page.
  • Exit pages - normally, you can expect a lot of exits from the last page on your site, or, if you’re running an online store, from the payment confirmation page because users would have completed the entire buying process at this point. But if your top exit pages are somewhere else you want users to keep going through your site, those pages may not be effective at what they are meant to do.
  • Bounce Rate - unlike exit pages where users stick around and interact with the page before leaving, bounce rate refers to the exercise where users come into your site and quickly leave without interaction.
  • Conversion Rate - this refers to how well your content can encourage people to engage with your site - such as when users subscribe to your newsletter or purchase products from your site.

Strikingly’s integrated web analytics tool can give you certain traffic information as your most popular pages and referral sources. If you want a more detailed view of your site performance, however, we recommend adding your Google Analytics account to get regular Google website stats reports.

Improve your website content and design based on the data

website traffic stats

Once you have the websites traffic stats that you need, the next step is to improve your website based on this information. For instance, checking on the referrals data gives you an idea how to work a digital marketing strategy to strengthen traffic sources that are lagging in performance. If you find that referrals from search are not particularly helpful, perhaps working on an SEO strategy to improve organic traffic is in order. Make sure that your pages are optimized for search. Strikingly has an SEO tool that can help you get started.

Meanwhile, if you’re seeing a high bounce rate, your content may need a bit of work. Perhaps customers are not finding the information that they are looking for on your website. You may also want to frame your message to suit your target audience better.

Analyze your content on your top pages list and find out what makes these pages effective in getting people to stay. Maybe the copy or the visuals are engaging customers or are effective in evoking the right kind of emotions from the user. If you’re running a blog site, these popular pages can be covering topics that visitors find useful. Whatever it is, learn from what works and replicate it on the other pages that may not be doing so well.