Web Traffic is like to ocean it raises and falls quite frequently, sometimes more than others. What really matters is not the amount of traffic that you are receiving but the quality of it. So if your web traffic is going down here are a few things you should be paying attention to before you freak out.
The amount of visits that you get on your website are important because it shows you how much attention your website is receiving compared to your competitors. But visits fluctuate depending on your industry, the time of year, and the content on your website. So getting caught up in how much traffic your website is receiving month to month is not the best way to look at it as opposed to year to year. Depending on the content of your website, the keywords you use, and landing pages that you offer, you can make or break your websites traffic. Research your analytics and see what keywords are working and which ones are not. This will help hone in on the keywords that are producing results for you. this will help increase the amount of visits you have, which over time will increase customers.
If you have a high bounce rate then a common first thought is “ Oh no there is something wrong!” What the bounce rate measures is the percentage of customers that leave after visiting only one page. So a high bounce rate means that you either have a fantastic or poorly designed home page. A poorly designed home page will yield a high bounce rate because viewers are not seeing what they want and leave. A well-designed home page will provide viewers with what they are looking for, such as a phone number or other basic information, and they will leave. So you should not get hung up on your bounce rate because it can mean one of many things. Try to keep your bounce rate under 80% so that the customers that need simple imformation are recieving it but also the other pages are recieving views as well.
Average duration measures the average time that visitors spend on your website before leaving. Along with the bounce rate the average duration does not always show the success of the website. If your website was designed well and is easily navigated by viewers then it does not always take a long time to find the information that they are looking for. You want your average duration to be around 1:30, this way you know that visitors are reading the information on your page and not just skimming your page.
Your Industry History
Finally you need to look at your websites history and the traffic that your industry is getting. The reason that this matters is if your website has never received high traffic during the summer in previous years then it is unlikely that you will any other year. Also if you’re entire industry is experiencing a drop in traffic then you aren’t losing market share, your industry is just at a low point.
As stated before its not the quantity but the quality of your website traffic and the amount of customers generated. Look at your websites traffic to customer conversion rate and see how many of your websites visitors are turning into customers.