( Estimated reading time: 4 min )
When you have a website, you will try to get as many visitors as possible to increase the popularity and chance of sales. For many years people have been focusing on getting clicks by using pay per click advertising and non-relevant keywords in order to increase their website visitors. This has unfortunately reduced the user experience for people using search engines. Despite using the right search terms, they often end up on sites they didn’t want to be on. Even google page ranking has been doomed and corrupted. As a result, there were many changes to the way a website’s popularity is deemed by search engines focussing more on quality than quantity to raise a sites rank.
In order to raise the amount of users that actually look around your website and hopefully make a purchase, you have to divert your focus from clicks to their attention lifetime. You can do this by analysing the “Behaviour Overview”. The behaviour overview comprises of:
- Session duration
- Bounce rate
- Page views
The aforementioned points are basically self-explanatory, except bounce rate which signifies the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Improving the behaviour overview
So how can you improve the behaviour overview?
- Genuine keyword targeting: When you create your digital marketing campaigns instead of paying for clicks or packing your content with keywords that are non-relevant, you should use targeted keywords instead. For businesses, this is the key to understanding genuine customer base from fake ones. Use analytic tools to find out which keyword works and which doesn’t and optimise accordingly. In the long and short term, this will pay off.
- Understanding your users’ reaction: Find out what your visitors do when they visit your website, get feedback on user experience. If needed, get a professional on board to improve the site’s layout and navigation. Using quality content with proper context and user interface will help you dominate the behaviour overview. When you use keywords for targeting, make them relative to the areas you cover as much as possible. Most definitely, make them relative to the products or services you sell so that people can find you.
- Forget about likes, views, and clicks on social networks: If you use social networking to promote your product then you can also target this towards your preferred audience. This is something that has been made easier of late. It means that the people viewing the advertisements are seeing the things that are of interest to them. Focusing on clicks, views, and likes on a social network is not really the definition of success since one can also buy them from a click farm in Bangladesh. So, the only true measure left is “Behaviour Overview”. The amount of clicks a user gives per visit is highly dependent on the relevancy to the users’ search and the quality of their findings. Scrap the idea where more clicks to your website mean more customers. This is no longer the case and is extremely off-putting, if anything. Search engines such as Google want people to use their services and like the experience, which is why there have been so many changes. This is also beneficial to the website/blog owners who take the time to target an audience interested in their service or product rather than landing there by mistake. As far as social networks go, they are already trying to convince advertisers and marketers to look beyond the clicks, views, and likes.
Have you used behaviour overview to optimise your site? Do you use other methods to understand your traffic? If so, feel free to share your two cents about it the comment section below.
P.S if you like the analytics picture then please support unsplash photographer Fabian Kress 🙂