Analytics for Participant Engagement, Get to know the basics

If you made it past the picture and haven’t thrown up your hands, hopefully we have some very valuable info to share with you about how to start looking at analytics for participant engagement.

Starting from, what most agree, is the most import set of SEO statistics: Visitor Analytics.

What are the types of data that you can easily gain access to, analyze, and establish actionable outcomes that can start almost immediately?

• Total visitors: This number lets you know how effective your marketing campaign was at driving traffic to your site. To determine this, you will want to look at the periods before the campaign and compare the numbers. This is just the beginning of what you want to measure, but this clues you into how many people were reached and were impacted by the content you used to entice them to your site.
• Unique visitors: This number tells you have many new visitors you had during the time-frame of the campaign. This is especially important to pay attention to if one of your objectives was to increase your reach to new audiences.  3.Returning visitors: While you may think that the first two measurements give you a better view of your success, remember that generating leads is important (unique visitors), but once you get them there, you want to keep them coming back. Keep an eye on this number to see if you are providing your users with the information they need.  4.Page views: This tells you the total number of pages visitors viewed while on your site. If you are providing quality, meaningful content, this number will be higher (hopefully much higher) than your unique visitor number. If it is significantly higher, you can rest assured that your new audience is finding your content engaging and helpful, which means you may have just turned a new visitor into a returning one!
• Returning visitors: While you may think that the first two measurements give you a better view of your success, remember that generating leads is important (unique visitors), but once you get them there, you want to keep them coming back. Keep an eye on this number to see if you are providing your users with the
• Page views: This tells you the total number of pages visitors viewed while on your site. If you are providing quality, meaningful content, this number will be higher (hopefully much higher) than your unique visitor number. If it is significantly higher, you can rest assured that your new audience is finding your content engaging and helpful, which means you may have just turned a new visitor into a returning
• Search engine traffic: This number communicates to you how many visitors you got from the various search engines. It also informs you of how well you are optimizing your pages for search engines like Google and Bing
• Bounce rate:  This percentage lets you know how many visitors came to your site, but left (bounced) right away before they clicked on any other pages. There’s a lot of differing opinion on what is considered a good bounce rate, but usually within the neighborhood of 40% is considered good. If yours is much higher, you should question if your content is providing what you claim it will or if the quality is as high as it could be.
• Conversion rate:  This percentage conveys how many visitors took the exact action you lead them to take. The action could be any one of several different things—”conversion” doesn’t always have to mean purchases. You may have encouraged them to sign up to get your freebie, for example. The average conversion rate that is considered good in most niches is between 2% to 3%.
• Traffic sources: This information should directly tie to the channels you focused on when building your marketing strategies. It tells you how successful you were at utilizing each of those sources. Depending on the data, you may need to do things differently as they relate to various channels to make your campaigns more successful.
• Inbound links: This number expresses how many external links you received from other sites and blogs. If the number is high, that means that others determined your content or offer to be especially helpful to their target audience. This is important information to have because it shows you if the energy you are putting into building relationships is working. Also, the more inbound links you have, the better your content ranks on search engines.
• Average time on site:  Internet marketers understand that we only have a few seconds to make an impression on visitors to our site. Measuring the average time on site during and after a campaign gives us valuable information about the quality and helpfulness of the content we offer. If visitors stay on our site for an extended period, we know we are providing our target audience with the answers they are seeking out.

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