At our web design studio in Brisbane, we realise that knowing how visitors arrive at your website is a huge benefit to your marketing campaigns. If you know where visitors are coming from, then you know which of your marketing strategies are the most effective in bringing visitors to your website.
This means that you can focus more of your time and resources on consolidating the most successful avenues. Maybe discontinuing ones that are clearly not working or spending more effort in areas where you really want to connect with people and encourage them to visit your site.
So how do you find out this information?
Use Google Analytics to drill down to find the exact website addresses (URLs) that are bringing people into your website:
- Log into your Google Analytics account.
- Click on the Reporting tab
- Click on Acquisitions.
- Click on Channels.
Once you have opened up the Channels page, you will see an overview and a breakdown of all referrals to your website. These include organic referrals from search engines such as Google, referrals from other websites where people have clicked on links to your website, and direct visits where people have typed your URL into their browser or used a bookmark/favourite.
If you focus on Referrals, you will see the URL of every site which sent visitors to your website. You can see the total number of visits per referrer, number of unique visits (first time visitors to your website), how many pages of your website were viewed, average time visitors spent on your site, and the bounce rate (the percentage of visitors who only viewed one page on your site then left).
All of this information (especially the bounce rate) is vital to an effective long term marketing campaign. If you can see that a large percentage of your visitors are not engaging with your content then you need to look at why your landing page (usually your home page) is not encouraging visitors to explore further.
Also, if visitors are avoiding certain pages on your website, your content may need to be updated or perhaps your navigation is not user-friendly. These simple metrics about referrals, found in Google Analytics, can fine tune a successful campaign and provide important fodder for a new campaign with a renewed sense of energy and focus.