Why is tracking website traffic so important

Last updated: 2019-10-10 —

A website without traffic is nothing of value. That's why you have to understand how many visitors it is attracting. For that, you need to have access to statistics that give you an insight into this. By tracking website traffic, web managers learn which part of the site needs amendments and what features need to be incorporated to improve its utility.

The reasons why you need to track traffic

Keyword suggestions

Accurate keyword targeting is quite essential for a website to be search engine friendly. With analytics, you can view specific words and phrases that bring traffic to your site example of connecting Google Search Console to Siteimprove. You can use those keywords in your content to increase the visibility of your online asset on the search engines. As the rankings become better, the website will be more visible.

Visitor behavior

The tracking results can tell you who is coming to your platform and why. Plus, you can also gauge up to which point they are staying up. All these data can come in handy in creating suitable strategies for all the different groups of people who show an interest in your product or service.

Leads and conversions

Everyone who comes to your website is a potential customer or prospect. If you know what they want and need based on the actions they perform on your platform, you can serve them on landing pages more accurately. However, for that, using correct keywords at the right optimization points is mandatory. Like Meta title, H1 and other on-page factors

Apart from leads, you also need to know the people who have converted. After all, they are the ones who can generate more business for you in the future. For this, you have to identify the sources from where they came. It can be through social media, emails, newsletter subscriptions, organic searches, and others. You can check with analytics software to discover crucial details about their likes and dislikes, purchases, and feedback to understand whether your marketing campaigns have been effective or not. If results don’t meet expectations, you can tweak your social media marketing, SEO and PPC endeavors for better outcomes.

The browser and onsite compatibility

Sometimes, websites don't behave consistently across different browsers and operating systems due to technical or compatibility issues. Or, there can be another scenario where you may have built your site for Internet Explorer only. All these can have a massive impact on your website traffic. For instance, you customized your website for IE, but the majority of the users of your site come from Opera. In that case, you risk the chances of missing out on a considerable amount of traffic that can stream in from the other source.

You cannot realize this issue until you use the analytics. But if you have detailed web analytics reports, you can spot the source of user traffic, check the quality of your website across every platform, and rectify the gap. When you ensure all of this, the number of prospects can rapidly grow.

Bounce rate

Google does not give much weight to a website where users don't stay. That's why a higher bounce rate can be harmful to any site as it can create a negative impact on the search engine rankings. You need to be aware of this metric also because it has a direct influence on conversion rate. If you access analytics, you can identify the number of visitors quitting your website and analyze the reason behind such behavior. In essence, you can predict what you can do to reduce it.

With the help of Siteimprove Analytics, you can achieve all these and more with ease because of its smooth interface. Also, various departments can access data to understand how they are doing in a particular section and be more responsible in their approach.