When it comes to online marketing for small businesses, most owners look at the traffic numbers to assess how well a strategy may be working.
The most obvious way of seeing how well your website is performing is to check your clicks and compare with your competitors, or with your numbers from previous months and years, or both.
But this should by no means be the only way that you review how well your website is performing.
The parameters used for success differ from business to business
Just because people are looking at your website doesn’t necessarily mean it is translating to bringing in more enquiries and transactions.
A website bringing in a lot of traffic may not bringing in lots of business if it has content or blog posts that are not related to what that company is actually selling.
Certain posts can attract a lot of attention and swell the numbers in an unrealistic way.
If you put a lot of information out on your website, some people may be simply accessing that information and then leaving your website, which means you have put in all that work to put good content out there, but it hasn’t generated any enquiries to your business.
What should be more helpful to you is your conversion rate to find out how many visitors to your website actually resulted in purchases or enquiries being made.
Your social media engagement is also a good metric to keep an eye on, as well as optimising your website for tablet and mobile, the latter of which is a platform that is seeing huge growth.
It is also important to find out the location of your web traffic. If they are local to you then that is going to glean greater rewards than if visitors to your site come from further afield.
So while unique visitors, clicks and page views are a very important way to measure your business’s performance online, there are many other factors that you need to take into account.