If you’re not Measuring your Analytic Metrics Correctly, How are you Going to Improve on Them?
Despite the fact that analytic metrics can help any webmaster or marketer boost the performance of their content, site or campaigns, they need to be used in the right way. For example, there is little to no point in identifying the pages that aren’t performing as well as others and then doing nothing about it.
On top of that, you must also consider that analytic metrics aren’t always what they seem and may be interpreted in unduly negative ways.
So, with this in mind, here is a look at 4 analytic metrics you’re probably doing wrong.
Most web masters and marketers will look at a high bounce rate with unease or anxiety and immediately want to do something about it.
However, you might be viewing this particular metric in completely the wrong way.
With programs like Google Analytics, your bounce rate is shown as an overall percentage for all users. But this doesn’t take into account the behaviour of individuals that could be finding content efficiently and effectively.
For example, a blog post on your site could contain useful or valuable information that is easily consumable. Therefore after reading the content, visitors will “bounce” straight away.
While this results in a high bounce rate, it is far from a bad thing. Thus, examine your users on an individual level, rather than an overall statistic
Once again, this is viewed as a negative analytic metric by most, even though it can be an indication that your pages are performing adequately. For instance, a page that has been designed to convert will have a high exit rate.
The same goes for contact pages, where the user will find your phone number or email address and leave instantly, as well as pages with a high SERP rank for long tail keywords.
So when it comes to exit rate, think about intent and search position before coming to a cynical conclusion.
Time Spent on Website
You may think that this metric tells you how much time visitors are actively consuming your content, but with software like Google Analytics this isn’t true.
In fact, it only measures how long your web page is open in the user’s browser.
As a result, you don’t know whether the user has multiple taps open and is actually viewing other pages instead of your own. This hardly provides an accurate measurement of user behaviour and can skew a webmaster or marketer’s diagnosis of analytical data
But with Ruler Analytics, you can find out what time an individual started on your site and when their last activity was.
This gives you a more explicit insight into your online audience’s browsing and consumption preferences.
Conversion Rate by Channel
Yet another metric that has the potential to cause confusion, conversion rate by channel might not always be what it seems.
An individual user could visit your site via Facebook, come back later as a direct and then place an order or fill in a form depending on your goal.
Most software programs will show this as a direct when technically the user initially found your site via Facebook.
Thankfully, this inaccuracy can be overcome with the visitor tab in Ruler Analytics.
Not only will this show you what each visitor is doing on your site, it also indicates how many sessions or visits they have made and where they came from, such as social media.
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