Who’s your star real estate marketer? Your website. Or at least it should be.
Last week I talked about improving your website’s ‘stickiness’, i.e., keeping your viewers on your site. This week we’ll look at ways to evaluate if and how they are navigating your site using the most common (and free) analytics platforms – Google Analytics. If you don’t have access to your analytics account, talk to your webmaster.
Here are some of the basic metrics and how they define your website traffic.
Your traffic sources generally come from four groups:
Search traffic. Fairly self-explanatory, this group finds you on the search engines. They probably didn’t know about you, but were looking for a search term that fit your profile. Search traffic is split into two categories; paid and organic. Paid search results come from clicks on ads that you paid to appear under specific search terms. Organic search results come from users clicking search results that appear because of the natural content on your site.
SEO is about earning organic search results. Search traffic is almost entirely new visitors – a rate that you want to keep high. Aim for about 50%.
Referral traffic. This group of users link into your site from other websites. This is a good indicator of your success at generating inbound links from quality content. A good rate of referral is around 20%-30%
Direct traffic. This group is typing your URL directly into their browser. Typically this group found out about you offline and looked you up on the web and/or are repeat visitors, some of whom may have bookmarked your site.
Campaign traffic. This group has subscribed to your RSS feed(s) or your email campaigns and linked into your articles.
Unique visitors are individuals who visited your site during a specific time period. A visitor who visited your site 100 times would be considered one unique visitor. This metric gives you a better idea of how many prospects you’re actually reaching.
New vs. repeat visitors
This comparison of what percentage of users returned to your site during a specific period. This metric will give you an idea of how ‘sticky’ your site is. While it is very important for you to generate new visitors, you want to know that a reasonable percentage of them are returning for the value of your content – a good benchmark is around 20%.
If your repeat visitor percentage is below 10%, it may be an indicator that your site does not have enough valuable content. Conversely, if you repeat rate is high, say over 30%, it could mean that your new visitor rate is falling off. Time to generate more content.
Most and least popular pages
Look at what your visitors are reading as a guide to future content creation. You may think you’ve written a great post or done a great video, but when the page views are low, there’s a reason. Look at your pages that have the most views and evaluate the common elements of that content - that’s what people are interested in. This is not to say you shouldn’t try something new every so often. But use your time wisely by writing about what interests your prospects most.