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website is one of the 7 essential pieces of a marketing strategy, yet it won’t do much good without a clear understanding of website analytics to inform your action plan.
A good starting point is to understand the quantity of traffic and what those users are doing while viewing your website.
Users: This is a person who has visited your website. They will be split into new and returning metrics, so that you can easily understand unique traffic versus returning visitors.
Sessions: These are counted each time a person initiates a visit to your website. This means sessions will include multiple visits by a single person. It’s a good thing if someone is visiting your website multiple times: it means your marketing is working, and that visitor is interested in what you offer.
Bounce Rate: This is often also referred to as a single-page session, because the visitor hit your website and left without clicking on another page. Generally, you want the bounce rate to be low because the whole point of your website is that a person explore your offerings, but there are some types of campaigns where a high bounce rate might be considered OK - for example, if you’re driving traffic to a landing page that doesn’t have other internal links.
Session Duration: This is the length of time users are spending on your website, and is generally averaged across sessions. Higher session duration means people are actually reading your website and likely finding value in the content.
The whole point in understanding these basic terms is to help drive decisions to improve your marketing.
If you are not seeing an increase in the number of users over a period of time, despite efforts to reach a larger audience, you will want to adjust the places you are seeking this audience and/or the messaging used to drive traffic. If your bounce rate is high and session duration is low across the board, then your website isn’t providing the content that its users are seeking.
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