Measure How Well Your Web Site Reaches Your Customers

Every business that promotes products and services through a Web site needs to measure its reach on an ongoing basis. Reach basically refers to how you reach your customers. The following metrics are useful for understanding the effects of marketing programs designed to reach new customers:

  • Overall traffic volumes. This tracks large spikes or dips in the requested page views.

  • Number of visits. This indicates how well you reach and acquire your visitors.

  • Number of new visitors. This number gives you the first part of two numbers needed to calculate ratios to determine quality of new visitors. Are they giving you your needed conversions? Conversions divided by the number of new visitors gives you the overall conversion rate. Obviously, higher is better.

  • Ratio of new to returning visitors. Identifies changes in overall audience makeup. In general, it's cheaper to keep an old customer than bring in a new one. Are you retaining your customer base? Have you made changes that alienated your core demographic? Was your core demographic converting as well as the new demographic?

  • Percentage of new visitors. This helps track the changes in your traffic due to marketing reach and acquisition efforts.

  • Visitor geographic data. Here you identify your traffic spikes from unexpected locations. Where is your traffic coming from? This can give you information you can use to better reach your customers.

  • Your top 5-10 error pages. This metric helps you identify and resolve visitor experience problems.

  • Impressions served. The number of times the page loaded and a user viewed the content. You can use this metric to calculate your reach and the overall success of your marketing campaigns.

Understanding how customers interact with your Web site is one key way to not only improve traffic, but ultimately create a successful website.

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