When you study the analytics of your websites, you may be ecstatic to see the increasing numbers of traffic generated by your sites. However, looking at just one metric, such as website traffic, is misleading and you may miss the bigger picture of your campaign.
Website Traffic Monitoring Limitations
Traffic metrics include click through rate, cost-per-click and clicks on your pages; these are also some of the easiest statistics to monitor. Newbies to analytics will most likely follow this metric to determine which campaigns are effective in delivering traffic to your website. This enables you to identify who is finding your site; how they do it and the amount you pay to attract these visitors. This allows you to determine which keywords are effective and ineffective.
Despite its advantages, tracking website traffic may reduce your perspective to one aspect of your campaign. This metric is helpful; however, if it is your only measure of success, then you’re in trouble. According to a Minnesota search engine marketing company, you only get the results of what you monitor. If you solely track the number of clicks, you might optimize your campaign to spend money, which is an ineffective way of reaching your audience and maximizing resources.
Focusing on the Big Picture
Boosting traffic is only one aspect of an online marketing campaign, more traffic is good, but the right traffic is better. A post may get 500 views per day, but if it fails to convert (sign up for a mailing list, make a purchase, subscribe, etc) it isn’t as effective as you thought it would be. To get the big picture of your campaigns tracking conversions is an important piece to the puzzle.
When you monitor conversions, you get to know your target market and identify which pages on your site are effective and which ones need improvement. When you pay for each click, you want it to benefit your business that is why conversion metrics are important.