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Supercharge Your Pipeline

How to Measure the Quality of Your Website Traffic

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.

Once your goals are defined, here are five signals that can help you measure the quality of your website traffic.

Lead Conversion Rate

Marketers focused on driving qualified leads for their sales team should watch their visitor-to-lead conversion rate like a hawk. As you publish more persona-aligned content offers and call-to-action buttons on your website, you can expect to see this conversion rate improve. There is a whole field of science around conversion rate optimization. Here are some additional resources to help you improve your website's lead generation efficiency:

Increase the number of qualified visitors coming to your website with "The Busy  Inbound Marketer’s Guide to Increasing Website Traffic".


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.

Engagement on Site

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.

Form Submissions

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.

Bounce Rate

Bounce rate measures the number of people who come to your site and immediately leave. In most cases, visitors who come to your site and leave right away do so because the experience on your website doesn’t meet their needs.

In contrast, sometimes bounce rates are high when people are coming to your site to find out a single piece of information. Bounce rates from organic search traffic are typically high on recipe and e-commerce product pages. This shows that people are looking at your price, model number, ingredient, or other key piece of information, and they immediately leave after finding it (or not). 

What are some of the metrics you use to measure the quality of your website traffic?


Learn how to attract the right traffic to your website for maximum return on investment with:

The Busy Inbound Marketer’s Guide to Increasing Website Traffic

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Topics: Analytics, Inbound Marketing, Audio Blog