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September 3, 2015
By Paul Schmidt
Quality traffic is an outcome of providing the right content and experience for your visitor. It is only with clearly defined business and marketing goals that you can measure the quality of your traffic. Traffic, leads generated, interactions, and sales are a few ways companies measure the success of their website.
By defining what success looks like for your website, you can then identify which signals are most important for reaching your goals.
Brick-and-mortar or service-area businesses should pay attention to the percent of traffic that is visiting from the area they serve. Your website isn’t going to help you drive qualified local customers if you’re only bringing in website visitors who live on the other side of the country. You can run a geo-based report in Google analytics of all traffic visiting your website, and you can also run a contacts report in HubSpot based in IP address.
How long are people staying on your website? What are they clicking on to do their research? You can learn a lot using Google Analytics to see a click-path of how a visitor moves from page to page. Heat mapping software such as Crazy Egg can show you exactly where someone is clicking on each page of your site.
Once you have forms on your website, you’ll start to gather more names and emails that you or your sales team can follow up with. Your form should contain questions that allow you to identify the persona of the lead on your website. As you start to build new leads, measure how many of these leads fit the criteria of your persona(s) based on the form information.
What are some of the metrics you use to measure the quality of your website traffic?
About the author
Paul Schmidt is a director of client services at SmartBug Media. He works with clients on SEO, analytics, lead generation, sales enablement, customer success and inbound marketing strategy. He previously worked at HubSpot, helping develop inbound strategies for over 200 clients. His past clients include: Travelers Insurance, Unilever, and the SABIAN Cymbal Company. Paul studied percussion in Las Vegas and got his MBA in marketing in Boston Read more articles by Paul Schmidt.