If your brand has a site with useful content or unique products, it is designed to attract an audience. However, you need to be able to generate leads and turn them into loyal customers. It all depends on how you optimize analytics metrics for SEO and use them for your brand and website. There are many ways to increase retention and conversion rates on your website, but before you begin this effort, you need to know the specific values you are trying to improve for your brand. Use this as a guide to identifying the most important values for tracking.

Convert a new or unique guest

It is important to understand that returning visitors interact with the site differently from first-time visitors interacting with the site. To enhance the experience for first-time visitors, you need to separate conversion rates from loyal customers. You need to define what they see the first time they visit your site, and how you can take steps to improve their first visit and overall experience. This is where ease of use plays a key role in reducing the bounce rate for first-time visitors. If your site is not user-friendly, the conversion rate for new or unique visitors will below. The bottom line is to provide a good user experience. 

The source of the incoming traffic

Ideally, your site will have inbound traffic coming from a variety of sources. There are three main source categories. These are direct visitors, search critics, and auxiliary critics.

A direct visitor is a visitor who visits your site by entering the exact URL in your browser’s address bar.

A search visitor is a visitor who visited your website based on the search query you entered.

The referral visitor is the person who visited the site because it is mentioned elsewhere on the site or blog you have visited.

All three sources are very important, but at different conversion levels. Therefore, you need to calculate the traffic from each source and take action based on these numbers.

Is it easier for people to remember your site? Is it widely available? If not, you may lose visitors who are directly looking for their desired products and services and who should have remembered more about your brand to find your site.

Interactions on each visit (page / session)

Even if you have visitors to your site who are not converting, you need to track your site activity. Exactly what they do on your site, what they can do to make them do it more, and how you can influence their behavior through conversions, for example, get the page viewer’s individual view rate and track time spent on the page, reviews and comments viewed and more. Each of these interactions is very important, and the ultimate goal is not only to increase these interactions but also to convert them. 

Return Referral Reviewer

When someone comes back to your site, there are two very important questions you need to ask yourself, why did they come back, and did they facilitate conversions when they first visited? It is important to understand that your brand will leave a good impression on it and bring them back to your site, even if it is not converted as a new visitor. Now that we have discovered that we can attract visitors, our next goal is to determine our repeaters’ conversion rate and find ways to increase it.

Some brands choose to offer special discounts or coupons for repeaters, while others require the studio to join a mailing list or complete a survey. How you increase your conversion rate depends on the products and services your brand offers.

Average operating time

This is the average time (hours, minutes, seconds) a visitor spends meeting on a site. It is directly related to the relevance of your website to your visitors. The more relevant your topic is, the more time your visitors spend on accessing the information on interesting sites. If you have low visitor interactions and a prolonged length of time, this may indicate that your web page contains a lot of information. This can increase the time spent on the page, or the information can confuse visitors and force them to stay longer. Sort the meaning of the information on the page. When a brand offers a product or service, the CTA should be clear and affect the average operating time.

Once you know the most important values, you can use Google Analytics to track your site metrics’ progress. These statistics can provide your brand with the knowledge of the areas where it needs to improve and allow these values to work together to achieve your ultimate goals. Each of these metrics has a direct impact on the others, so choosing the optimization of one of them will reduce complexity.