4 Metrics Associations Should Keep Their Eye On
Google Analytics is a free, and more importantly extremely useful tool that each and every one of you should have on your site. You’re able to track everything from number of visits on your site each day, to the number of people who accessed your site via Google using the keyword “awesome association.”
It’s possibilities are endless and if you know what to look for, you can really empower your association’s content. Whether you use Google Analytics or another analytics tool, knowing what to look for is important. Most organizations are unaware of the absolutely power that analytics unlocks for them, simply because they haven’t taken the time to train themselves on the basic metrics.
These are the 4 Metrics Associations Should Keep Their Eyes On:
1. Bounce Rate
What it is: A bounce is when someone comes to any page on your site, and then leaves without visiting any other pages.
What to look for: Look for pages that have a particularly high bounce rate in comparison to the rest of your site. Look for pages that have an 80-90% bounce rate start adjusting your content. If people are leaving your site after only viewing just the one page, you have a content problem. You just aren’t showing them enough value to keep them around. Try adding fresh content to the page so they are intrigued to move on to more pages and become more invested in your organization. If you work to lower each page’s bounce rate over a period of time, I bet you’ll see a rise in members. visiting any other pages. So your bounce rate is measured page by page, and then
averaged for the entire site. The higher the bounce rate, the worse it is. In association dreamland, you’d want your site bounce rate to be 0%.
2. Traffic Sources
What it is: This is pretty self-explanatory. This metric shows you exactly where all of the traffic your getting is coming from. This can include anything from search engines, to referring sites (sites that have links to your site) to any paid advertising you might be doing online.
What to look for: You should be paying close attention to where all of your traffic is coming from. Is your traffic all coming from paid ads online? You should look into a SEO (search engine optimization) program to increase natural and more importantly, FREE traffic. If you can identify what is already driving traffic for you, you can also identify what isn’t. There isn’t a magic formula of where your traffic should be coming from, especially because traffic from certain sources may be much more effective sources of member generation. Pay attention to where your new members came from, and focus your efforts on generating more traffic from those sources.
What it is: This will show you which pages on your site get the most traffic, have the highest (and lowest) bounce rates and much more (you will use this metric to identify many of your problem pages for #1 and #2).
What to look for: Simply pay attention to which pages are getting the most traffic. Your homepage (often identified as “/” in Google Analytics) is almost always going to be your #1 page for visits. After that, you can see which pages are the best. Make sure to research each page in the top 10 on your site to identify if they have a good bounce rate and people aren’t leaving right away. It is extremely important to make sure that the most visited pages on your site have low bounce rates. If a lot of people are visiting a page, make sure the content is keeping them there.
What it is: Again, this is pretty self-explanatory. This is the amount of pages that people view each time they visit on average. The higher the pages/visit the better. You want to keep people on your site looking at your awesome content for as long as possible. If you show them valuable content. they’ll view your association as an asset and become a member.
What to look for: This can vary greatly depending on your industry, so there is no magic number to aim for, other than being over one, obviously. The thing you need to pay attention to is when you add new content or take some away, how is this number fluctuating. Let’s say you just had a new site built or you completely restructured how it’s set up. This is a VERY important metric to watch to make sure people are finding what they want and not getting lost in the structure. Keep people engaged with great content and visually pleasing images and you should see this metric soar.
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