| Marketing Strategy 4 Min Read

By this time of year, you should already have an idea of your business plan and strategy for 2019. If you’re working on your digital strategy for the new year, the first thing you should do is look at your metrics from last year. By reflecting on what worked and didn’t work in the past, you can change and update your website to improve your online presence and increase your visibility when it comes to Google rankings.

Here are some of our top tips for analyzing your Google Analytic metrics to help set goals in 2019.


Heat Mapping Shows Where Visitors are Clicking

One of the major goals of any website is to create a clear path for users to access the information you have online. This means your buttons, call-to-actions, and links should all be placed in strategic locations that will encourage people to click. Your navigation should be easy to use and have a clear and concise design that automatically draws the user’s eyes.

At Artifakt Digital, our SEO team uses heat mapping to see where people are clicking on a site. From there, we can develop better strategies to place important content, call-to-actions, or buttons in places that users are naturally drawn to.

Here’s an example of heat mapping, and how we used it to update a site to improve the overall effectiveness of the homepage on this site.

heatmapping homepage


Active Time On Page

Sure, it’s nice to see hundreds or thousands of views on your website, but if most of those views are only staying on the page for a few seconds or a minute, it might be a sign that something is wrong. Checking the average session duration for each page will tell you which pages are resonating most with visitors and what you can do to bring the number up on other pages.

If the page is more user-friendly with compelling content, visitors are more likely to stay on the page and see what you have to say. Additionally, Google rewards pages with a lot of active time on the page and with that you can expect higher rankings and better search visibility.


Incoming Traffic Sources

There are several types of traffic sources you will notice on Google Analytics. Each one represents a different visitor. “Direct” traffic comes from people typing your web address into their browser and accessing the page directly. “Search” visitors represent people who found your website from a search query in Google and “referral” traffic comes from links on other websites.

You should pay specific attention to the search traffic. If that number is low, consider upping your SEO game so your name will come up in more searches.

Paid vs. organic traffic is also an important metric to note. Organic traffic is always better since it costs nothing and gives a more trusted impression online. However, striking the right balance between paid (pay per click or PPC) and organic traffic is essential.


Are Visitors Adding Value?

The value metric is another key element to look at. Visitors are always adding value to your site when they visit the page, but they add extra value when they actually take action on your page. This could mean filling out a form, commenting on a blog post, leaving a review, and more. If your value metric is low, consider a strategy that will encourage visitors to engage on the page. Compelling CTA’s, simple forms, and high-quality blog posts are just a few ways to do this.


Make Note of the Exit Pages

If a visitor is browsing your site, looking at numerous pages, and then they leave; the page they were on before leaving is known as the exit page. If you look at your analytics and notice that one specific page on your site is always the exit page, you should consider re-working that page. If people are consistently leaving the site after the same page, try changing up some of the design elements, write better content, change the CTA, and more.

Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.
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