Why Web Traffic Is Important

May 13, 2013 / Internet / 0 Comments /

chartThere is a lot of focus in our industry about website traffic. Sometimes a campaign is judged on just this one thing. Considering the campaign typically has little to do with inventory, pricing or the handling of the lead, it can be at its most basic level, the best way to determine its success.

If you prefer to take your analysis one step further, here are a few metrics to review and why they matter.

Bounce Rate: A site visitor is like the bouncing of a ball. Did they find what they were looking for or did they just “bounce?” Sometimes bounce percentages can be a false negative. For instance if someone is only looking for a dealer’s phone number from the landing page then bounces, it can appear that they did not find what they were looking for when in fact they did. It was a positive visit but registered as a bounce. Typically Google sees a high bounce as the result of a poor landing page, poor or misleading optimization or a misleading ad. If Google’s goal is an improved user experience and your website does not promote that, Google will ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­devalue your site in SERP and/or charge you more to buy traffic.

Time on Site: Tied closely to the bounce rate, the amount of time a visitor spends on the site gives you an indication about the quality of the content or inventory. Things that negatively affect this are a lack of original pictures, no prices, and a lack of custom quality descriptions. A good rule of thumb is about 10 pictures and 200 words.

Pages Per Visit: This is simply the number of pages people visit during a session. In nerd speak this is the one “ring” to rule them all. If you can increase this your bounce will decrease and your time on site will increase. So how do we do it? You have to, along with pictures and content, create a funnel. You want to land visitors on a page that’s designed to move them through the site. To do that you have to start with the end and work your way backwards.

While traffic as a standalone is an important metric, make sure it’s quality by watching your bounce rate, time on site and most importantly pages per visit.

This is part of an ongoing series of insights by Gayle Rogers, Digital Director at Strong, about refining the Internet strategy at your dealership.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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