Analytics are a vital aspect of any marketing effort—especially for inbound marketing.
Most marketers have never had so much high-quality data at their fingertips, and the sheer volume can become overwhelming. You can’t make wholesale changes and immediately augment all of your metrics, but there are a few you can improve quickly. These key elements can affect some overarching aspects of your website.
Bounce rate (time for results: 2-3 weeks)
Your site’s bounce rate is a measure of how often users navigate to your site and then leave after viewing only one page. If you want people to stick around, this number should be as low as possible. A high bounce rate is an indication that users aren’t finding what they want or expect once they reach your site. So, what should you do?
Right away you should take a look at your page titles and meta descriptions. These must accurately describe what a user will see on the page once they click a link on a search engine results page. Page titles and descriptions that sound great but don’t actually represent what’s on your page will lead to higher bounce rates.
What else can you do? Look at your content; if it’s weak, rework it. Doing it right across your site will take a serious time investment. I would suggest doing so only for top pages that have an unacceptable bounce rate.
Time on page (time for results: 2-3 weeks)
Your site gets 50,000 visits a month, but the average time on page is only six seconds. Unless you have the fastest readers on the planet, they aren’t really absorbing your content.
Objectivity is the best approach when it comes to assessing page titles and meta descriptions. Beyond that, you can revise your on-page content if time permits.
Conversion rate (time for results: 1-2 weeks)
Let’s say you’ve got great content and some solid SEO on your site but your conversion rates on content offers are well below what you expected. Blame your calls to action. Just having them on your site isn’t enough; they should be placed correctly and look appealing. Crafting a great call to action is almost impossible to nail on the first try.
You should do a little A-B testing with your calls to action as well. Tiny variations in design and placement can affect your conversion rate. Just making something that you think looks good isn’t enough.
All calls to action should funnel traffic to attractive landing pages that offer focused content. Don’t distract users with other offers on your landing pages, or your conversion rate will suffer.
Time to take action
Now you know where to start taking action with your analytics. Every website is different, just as every industry varies. If you make some changes and nothing much happens, don’t get discouraged.
Even if you make a change and the results are negative, there’s a silver lining: A change of any sort means that what you’re doing is affecting user behavior. You just have to reevaluate what your tactics are.
A version of this article first appeared on the Weidert Group blog.