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TECHNOLOGY


Website Traffic The Jargon Explained


Before I even start to explain what some of the traffic terms you should know mean, I want to state that I have never been that confident of the stats for website traffic.


Even working somewhere like the Guardian, where we used the super-duper traffic analyser, Omniture, there were often discrepancies with the figures I received for traffic, compared with say Google Analytics. So I always say take the figures as a guide rather than an absolute.


Here are a few of the key terms you need to know for analysing how well your website is doing:


Bounce Rate: This is the percentage of people


40 January 2013


who visited your site but left after only seeing one page. The bounce rate is a good indication that you are not promoting your content successfully enough on every page.


Conversion Rate: This is the percentage of people who complete a specific task – for example, visitors who sign up and become subscribers, or start the process of buying something and follow through. A good indicator of how well your processes are working.


Pageview: A pageview is a single person viewing a single page on your website. So if you had 100 visitors and each looked at 2 pages, that’s 200 pageviews.


Referrer: The referrer is the website URL that sent a user to a page on your website. For example, someone may have found you through a Google search, therefore Google will be the referrer. (If there is no referrer the user is classed as direct traffic).


Visitor: An individual visiting a web site (excluding search engine spiders – I’ll explain what these are next month). Visitors are referred to as uniques and usually measured monthly – i.e. monthly uniques


If you’d like more help deciphering your traffic or want to find out about good traffic plugins, call LJ on 020 8815 9965 or email info@muswellhillmedia.co.uk


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