July-traffic-report

July 2014 Traffic Report

July-traffic-report
When it comes to your website, do you ever wonder, What’s working? What content is most effective? Are we getting an ROI on our marketing dollars?

If you’re doing a great job with your content, it will be effective and engaging, and you’ll be generating not only brand awareness and traffic, but measurable ROI in the form of leads and sales.

(These are all areas we cover in detail in the process we go through with our Groove Digital clients.)

So how do you know your content is effective, and is actually leading to increased sales? How do you actually evaluate the ROI of content marketing?

To answer this question, we supplement the excellent data provided by Hubspot (which really helps us look at the leads and sales end) with data from Google Analytics (GA), which gives us an overall picture of our traffic and its effectiveness. The nitty gritty details of the GA analysis is exactly what I’m going to reveal in my monthly traffic report for July. (To see June’s report, click here.)

In the past, I’ve found GA to be overly complicated and hard to use. I always knew there was gold in the data, but GA’s poor design makes it difficult to figure out exactly what’s going on. Each month it took time and effort to dig around for the statistics we wanted to view, and each month we knew there were more that we could be looking at. This month, we began using our latest GA dashboards, and I couldn’t be happier.

The data we look at for our traffic report helps us to answer the questions of What’s working and what’s not? What’s most effective? and What is the ROI of our content marketing – how many leads is it getting us?

Here’s what we found for July:

Business Stats

Our high-level traffic and conversion data is available on our Business dashboard. Here we find out:

  1. Are we getting more visitors?
  2. Where are our visitors coming from?
  3. What is the trend in conversions (in our case, subscribers)?
  4. Where are conversions coming from?
  5. Who are our top social media referrers?
  6. Are visitors consuming more content? Are they spending more time on the site?
  7. What percentage of our traffic is from mobile?

BusDash

Traffic & Referral Sources

For the month of July, we once again saw an increase in traffic.

traffic_and_referrals_July_2014

Our SEO and content promotion strategies paid off with increases in both organic and referral traffic:

traffic_detail_July_2014

Strike another win for content marketing!

Subscribers & Referral Sources

To get truly useful data from GA, you want to know not just what traffic you have, but how many conversions you’re getting. In other words, how many of those visitors are you converting to subscribers? Or, if you have online product sales, to customers? In our case, we measure conversions in terms of subscribers.

In order to do this you need to set up what GA calls conversion “goals”, so that this data will be available. This is yet another area that GA makes trickier than it should be!

Click here to purchase these dashboards for your business (includes goals setup).

We had significantly increased subscribers in July. Most of the increase was from organic traffic, which converted at 3.5% vs 2.1% in June.

goal_completions_July_2014

A more detailed look at conversion sources shows that not only are we getting more conversions, we’re getting a better variety of sources than in prior months.

conversions_July_2014

The dashboard also reveals a breakdown of the numbers of conversions from each source:

top_conversion_channels_July_2014

Significant Conclusions:

  1. We are getting more visitors.
  2. Our visitors are coming from a balanced portfolio of traffic sources. Most of our increased traffic is coming from organic search.
  3. Conversions were significantly increased over June.
  4. Most conversions are coming from organic search and direct. We can assume that most of the direct conversions are from organic search or referral (people who typed in the website manually vs clicking on links).

Content Analysis Stats

Our Content Analysis dashboard helps us answer questions such as:

  1. Which content was the most popular?
  2. Which entrance pages got the most traffic?
  3. What pages had the most conversion “assists”? (A page “assists” a conversion if visitors view it before conversion.)
  4. Where are visitors exiting my site?
  5. What is our overall site engagement? (How long are people spending on each page?)
  6. How engaging is our top content?
  7. Where in the world is my traffic coming from?

ContentDash

Popular Content

By far our most popular pages are lumped together under ‘Other’. This is actually a really good thing as it indicates we have a lot of different content that appeals to our visitors.

most_popular_content_July_2014

Besides our homepage and our main blog page, the most popular page was our post on Inbound Marketing 101: A Beginner’s Guide to Lead Generation, which went viral on StumbleUpon.

Click here to purchase these dashboards for your business.

Popular Entrance Pages

The Inbound Marketing 101 post once again shows up here. After this, we see a good balanced variety of our other posts.

top_entrance_pages_July_2014

We can also compare the entrance pages between June and July, showing just which pages account for an increase in traffic. Once again, our Inbound Marketing 101 page features prominently:

top_entrance_page_details_July_2014

 

Conversion & Conversion Assist Pages

Conversion pages are those that are most likely to convert a visitor to a subscriber. In our case, we have specific pages that are dedicated to providing valuable and informative lead magnets, and not surprisingly, these (as well as our home page) are the pages that show the highest conversion rates:

top_landing_pages_July_2014

 

Not surprisingly, these free reports also have the highest number of conversion “assists” – that is, people converted to subscribers at some point after viewing these “assisting” pages.

top_conversion_assists_July_2014

Significant conclusions:

  1. We had a variety of content that proved popular with our audience.
  2. The pages that converted the most visitors to subscribers were those where we freely offered something valuable.

Click here to purchase these dashboards for your business.

Additional Information

In addition to the Business and Content Analysis Dashboards, we have Site Performance and Realtime Traffic dashboards.

Site Performance Stats

Our site performance dashboard answers the following:

  1. What is the average page load time?
  2. What is the page load time for new vs returning visitors?
  3. What is the average load time for popular pages?
  4. What is the mobile page load time?
  5. What is the average server response time?
  6. What is the server response time for new vs returning visitors?
  7. What is the average domain lookup time?

SitePerformanceDash

Realtime Traffic Stats

Our Realtime Traffic dashboard answers the following:

  1. How many active visitors are on the site right now?
  2. What are their locations around the world?
  3. What pages are they on?
  4. What keywords brought them to the site?
  5. How many pageviews have there been in the last 60 sec?
  6. How many pageviews have there been in the last 30 min?

Realtime Dashboard Aug 8

Want Dashboards Like These?

If you’d like to purchase these dashboards for your own business, you’re in luck! We have a dashboard package available that includes:

  • The Business Dashboard
  • Setup of GA goals so your conversions appropriately reflect your leads or online sales (as applicable) – necessary to make the conversions portion of your Business Dashboard work correctly
  • The Content Analysis Dashboard
  • The Site Performance Dashboard
  • The Realtime Traffic Dashboard
  • Plus a training call to be sure you know exactly what each part of the dashboard means

Click here to purchase these dashboards for your business.

Summary and Insights

If you thought this post was helpful, please be sure and share it!

Our dashboards quickly revealed that:

  • We’re getting a lot more organic traffic.
  • We’re getting many more conversions.

Best of all, it didn’t take a lot of time to figure this all out.. have I mentioned how much I’m digging those new GA dashboards?

Click here to purchase these dashboards for your business.

Hey, thanks for the info. Now what?

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Thanks so much!

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