Once your business’s website is all set up (including Google Analytics we hope), the next step is to start finding ways to drive traffic to it. Social media, blogs, and Google Facebook ads are all great tools to draw people to your site. Try a few of those and watch the hit counter rise!
This is great! But hold on a minute… how many people should be visiting my website?
Great question. The amount of people (or lack of) visiting your website is a big concern. No traffic means no leads. No leads mean no sales. No sales means… yep, you got it.
We wish we had a nice, specific answer for you but I’m sure it’s not surprising to find out that traffic numbers can vary wildly between industries. The size of your business and how big your potential audience is are major influences on the amount of visitors you can expect your website to receive. Your marketing strategy impacts it as well.
What do you mean?
It’s a numbers game. Even if the local tire shop has the most stunning landing page in the world, Canadian Tire will always get more hits thanks to their massive marketing budget.
So I need to spend millions to get more people to my website?
Not at all! Well, if you want to become a global empire then yes, spend millions. If you simply want more traffic, all you have to do is create a reasonable marketing budget, target your key demographics with your ads/posts/blogs, and make sure you have a strong online presence.
Which bring us back to my original question…
Yes, yes. “How much traffic should my website get?” You’re persistent! No wonder you’re an entrepreneur. OK, while we can’t give concrete answers due to all the variables, we can at least show you a neat trick using Google Analytics’ Benchmarking Reports.
This is a feature of Google Analytics that allows you to compare yourself to other business in your industry. It can help you set targets, spot trends, and see how you measure up to your competition in metrics like Bounce Rate, Pages per Session, Average Session Duration, and more.
To enable Benchmarking, first you have to click off the “Anonymously with Google and others” option in your Analytics page:
- Sign in to Analytics.
- Click Admin.
- Under Account, click Account Settings.
- Select the Benchmarking check box.
- Click Save.
Now that that’s done, your data will be included in the Benchmarking reports and you can see how you’re doing compared to others (that are sharing their data) in your industry. To view these, select the Reporting tab then go to Audience>Benchmarking.
You’ll be able to view data over three different Benchmarking reports:
- Channels: Compare your data to the benchmarks for each channel in the DefaultChannel Group. These include organic search, direct, referral, social, paid search, display, and email.
- Location: Compare traffic data to the benchmarks for each of the countries and territories that have registered site visits.
- Devices: Compares device data to benchmarks for desktop mobile and tablet traffic.
I know, right? Benchmarking is useful to help you set realistic goals for traffic volume, find opportunities for improvement, and to keep track of your strengths to maintain your edge over or catch up to the competition
My numbers are pretty good but I still need more traffic to match up to everyone else
Benchmarking is a fantastic tool to see how you’re doing in your industry but don’t be jealous if the grass looks greener in someone else’s pasture right now. Work at growing your own grass instead and success will follow.
And I can do that by generating more traffic, right?
About that…if by “traffic” you mean page views, that’s a slightly misleading statistic. The age of a website, what industry or niche it caters to, its goal, and its audience all determine those numbers. Instead of focussing directly on the volume of traffic, a better number to concentrate on is your conversion rate
What’s a conversion?
Basically, this is when a visitor to your site becomes a customer. This can mean different things to different businesses. An email address, a phone number, or even a simple lead are also examples of conversions. These are more important than simple views because they’re tangible results for your business.
Don’t get us wrong, getting as much traffic as possible to your site is awesome… but not all traffic is equal. A real estate agent could get a tonne of hits on their website by posting nothing but trashy celebrity news but would that lead to more leads or sales?Probably not (at least not anywhere outside of Hollywood). Content gets people to your site but unless you offer compelling copy that’s easy to understand and entices people to hire you/buy your stuff, it won’t lead to conversions
So what you’re saying is…
It’s not worth stressing if you’re not getting thousands of hits a day right now. Just work on improving your visitor count over time. Measure the numbers from month to month and if they go up, you’re doing fine! You can continue bringing people to your page by creating valuable content, reaching out with consistent social media posts, and constantly improving your website. On the Google side of things, fill in your My Business Profile for free bump on Google and use Analytics to see where your marketing dollars are best spent.
Increasing website traffic is important so don’t dismiss it entirely. But instead of chasing it blindly, we recommend chasing results instead.Think of ways to engage with and entice your current visitors so they become customers (conversions!). A few small improvements to your online presence can do wonders for your business. Keep it up and over time people will be trying to catch up to you on GoogleBenchmarks.
One more thing!
If I still need help, can I contact you?
Of course! If you think you could use some assistance from Kelowna’s premiere boutique Digital Marketing & Web Design Agency, get in touch today. We’d love to hear from you!