When It Comes to Stats, Quality Trumps Quantity

Although it's been over a decade since website "hits" had their heyday, you can still find plenty of website owners who obsess over how many daily visits their site receives. While it's easy to get caught up in refreshing your stats, this isn't an activity that's going to help your bottom line.

If a website relies solely on banner ads for revenue, then the sheer number of visitors it receives may determine its success. However, since you're running a website for your business, it's not quantity that matters. What matters most is the quality of the visitors that are coming to your website. You are much better off receiving 15 highly targeted visitors a day than you are having 50-100 random visitors stumble onto your website.

The quality vs. quantity issue doesn't only apply to the number of visitors your website receives. There are several other stats that people commonly get caught up looking at with the wrong focus:

Pageviews: Not every website needs visitors to go through dozens of pages. As a business owner, your main goal is to get visitors to take an action on your website. If they email you or call you after viewing just a couple of pages on your website, then there's no reason for you to stress over your site's average number of pageviews.

Rankings: Some people think that the more terms they rank for, the better. In reality, what actually matters is ranking for terms that send targeted visitors. If you're ranking for a bunch of terms that sends visitors who aren't interested in what your business has to offer, those rankings are meaningless.

Although it can be a little more tricky now that Google isn't passing keyword data for every search, your main focus should be the keywords that send converting visitors. If you don't know which keywords convert, you should set up that form of tracking instead of worrying about checking to see if you've had any ranking fluctuations.

Bounce Rate: This metric can be very misleading. Because most website owners have heard that the lower their bounce rate, the better, they get stressed out when they're unable to get it as low as they'd like. While bounce rate can be useful, there are also some common issues with this metric.

One issue is different analytics programs define bounce rate in different ways. As a result, while you may think that people are coming to your website and instantly leaving, that may not be the case at all. Before you get stressed out about this metric, make sure you understand how the specific analytics program you're using calculates this metric.

Another common issue is forgetting that bounces aren't bad for every website. For example, if you have one site that serves as a landing page to bring visitors to your main website, a high bounce rate isn't necessarily a problem if most the visitors are coming to your primary site.

Do you find yourself checking your website's stats more often than you should?

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.

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