Marketers receive a ton of data on website analysis. How can you distinguish between real figures and useless information? Here are a few tips to help you sift through the fluff and get down to the meat of metrics.

Learning About Your Visitors

You can find a wealth of information on your site visitors through website analytics. For example, sorting your page views by geographic location can help a brand to see where you may want to set up a new brick and mortar store, or where a warehouse should be located for fast shipping purposes. Checking demographics will help you to see if your brand is reaching its target audience (or perhaps even if the brand has been targeting the right audience). Even the time of day at which your customers visit the site is an important analytic. After all, why should your email marketing campaigns run at 2:00 am if your customers are shopping at 7:00 pm?

Traffic: People or Bots?

Your site may be getting a lot of traffic, but the conversion rate may be low and the bounce rate high. Is the problem your site? Are real people seeing your content and just not being impressed enough to complete the sale? The problem may actually be that you are not driving enough traffic to the site. After all, bots don’t buy anything. How can you tell the difference between humans and bots in your data?

First of all, if your bounce rate is near 100% and your number of page views is lower than your number of new sessions, it is likely that no one is actually seeing your page. This is also true if most of your site views are from China, Russia, and other nations from across the globe that you do not expect legitimate traffic from.

If you find that most of your traffic is from bots, try setting filters on the data. This will require regular attention. It may be disheartening to learn that most of your site traffic is fake, but that is better than thinking you are doing a great job with SEO when you are really only attracting bots. So we should all pay close attention to our website analysis if we want to optimize traffic to our business.