Your website is a mission-critical marketing and engagement tool for the organization, whether you’re a sizable nonprofit seeking support meant for cancer research or a little retail business. This is where you create articles that is helpful to your target audience, house important tools that your customers or even supporters can leverage, and much more. And as you’ve likely invested a lot of time, effort, and cash into the creation of your website, you want to make sure you’re having the most mileage possible from it.
But how can you know if your website does its job? How can you tell that it’s capturing people’s interest and converting visitors to your brand? You might be capable to count individual sales or add up donations made on your own online giving page, yet what if you want to dig deeper?
Enter: internet engagement data. Web wedding data can tell your organization how your target audience is getting together with your website and engaging with the information and resources onto it. You can measure and monitor web engagement data utilizing a tool like Google Analytics , or even your website platform may offer built-in analytics.
But more important than the way you measure your engagement on your own website is how you interpret your data and use it to your organization’s advantage. To help you get began, we’ll walk through three key web engagement metrics and how to interpret them to raise your website’s performance:
- Traffic Resources
- Bounce Price
- Conversion Rates
Once you know what you’re looking at when looking at your website engagement data, you may make a game plan for how to much better optimize your website. These tips can help whether you’re fine-tuning your website for internet search engine performance or tinkering with your eCommerce store to improve the user experience.
Ready to tap into the ability of engagement data? Let us go!
one Traffic Sources
What are traffic sources?
This web engagement metric tells you where individuals are coming from to get to your website. You can find six typical sources of web traffic:
- Direct traffic, which refers to the website visitors who type your site URL directly into their browser or click a save.
- Organic search traffic, which is the visitors that click into your site through search engines like Google, but not through paid ads.
- Compensated search traffic, which is the particular visitors that click on the paid-for ad placed on google search for a specific search term.
- Referral traffic, which refers to the visitors who also arrive on your site through a link on another internet site.
- Email visitors, which is the visitors exactly who click on a link to your website in an email.
- Interpersonal traffic, which refers to website visitors who arrive on your internet site after clicking a link in the social media post or biography.
Research shows that most website traffic comes from search engines, meaning that the majority of people who visit your site will type something into Google and click on your website link because it looks like it may match what they’re looking for.
How do I interpret traffic sources?
Once you start collecting information about how your website visitors are becoming to your site, you can believe more strategically about the greatest ways to increase traffic from those sources. Check out these types of potential examples of using this details to your advantage:
- You observe that most visitors to your nonprofit’s donation web page are coming from Instagram. Understanding this, you decide to include a lot more donation appeals in your Instagram posts and stories.
- If you notice that most of your website’s traffic is originating from organic search, you might make the movement of traffic more airtight by optimizing your most significant pages for specific key phrases relevant to your organization and its products.
- Perhaps compensated search traffic is your nonprofit’s most prominent website traffic resource. Knowing this, you might apply for the Search engines Ad Grant , which, according to Cornershop Creative , can help you match the people who want to be a part of your work but wouldn’t otherwise actually know that your organization is out there.
Of course , simply because you’re working to increase visitors from one source doesn’t suggest you should give up on other sources! That would be like putting all of your ovum in one basket. Instead, disseminate your efforts so that you’re nevertheless generating traffic from a variety of sources, even if you’re concentrating more heavily on one major channel for a time.
2 . Bounce Rate
What is bounce rate?
Bounce price is a pretty simple website wedding metric. It tells you the particular percentage of site visitors who have land on one of your web pages and then leave, or “bounce. ” In other words, bounce price is the percentage of site visitors who don’t take a much deeper dive into your website, instead only looking at one page.
Semrush provides the following information about what constitutes a great bounce rate: “A jump rate of 56% to 70% is on the high side, although there could be a valid reason for this, and 41% in order to 55% would be considered a typical bounce rate. An optimal bounce rate would be within the 26% to 40% range. ”
How can i interpret bounce rate?
If you notice your jump rate is in the higher variety noted above, you should work to decrease it. After all, a higher bounce rate means individuals aren’t fully engaging together with your site. Here are a few tips to catch your audience’s attention and maintain them looking through your web site:
- Make high-quality content. Your web content should make people need more. With written content especially, you should work to create content that is easy and entertaining to learn. Tap into the humanizing element of content creation by leveraging your own brand voice and often having empathy for your market.
- Make sure your website provides a great user experience on mobile devices. Have you ever needed to “pinch-and-zoom” to look at a website in your phone or tablet? It’s rather a frustrating experience, especially when it’s difficult to tap buttons or exit out of improperly-sized pop-ups. Ensure your website is ready for visitors using any device so that they can explore your content even if they’re on-the-go.
- Optimize for accessibility. To make sure that your website is meeting web accessibility specifications , ensure that all of your articles has clear heading hierarchy that can help visitors who are navigating using screen readers. You should also include alt text upon images and captioning or even transcripts for multimedia elements. You can even add an convenience widget to your website, empowering visitors to take actions like altering site coloring to grayscale or adjusting fonts to become more readable.
One last note on bounce rate: If your bounce rate on a specific page seems a little higher, don’t panic! Do a little searching to understand the context 1st. If your nonprofit’s blog has a high bounce rate, it may be because you haven’t posted in a while. Or, if your “Events” page has a high jump rate, it might be because people are only looking for last-minute information ahead of the day of a big event. The context for higher bounce rates will show you just how concerned you should be about reducing the rate for individual pages.
3. Conversion Rate
What exactly is conversion rate?
Conversion rate tells you what percentage of website visitors have got completed a desired activity. You can think of conversion rate because the percentage of website visitors that turn into clients or supporters of your brand or objective.
The desired action that your visitors complete could take a variety of forms. Here are a few examples:
- Downloading a whitepaper
- Making a donation
- Purchasing a product or service
- Filling out a contact page or demo request
- Signing up for an email publication
- Sharing a blog post to social media
Of course , you would like your conversion rates to be as high as possible, but this is where it gets a little subjective. Conversion rate will differ depending on everything from visitors’ location as well as the year to what specific activity you’re looking at. However , common site-wide conversion rates will land between 2% and 5% , whereas action pages like gift pages usually have a conversion rate close to 21% .
How do I interpret conversion rate?
Your transformation rate tells you if your action pages or even basic calls-to-action (CTAs) are accomplishing what you would like them to. Once you’ve been tracking conversions for your highest-priority action pages for a while, you’ll have a good sense of your page’s typical performance, which can give you a starting point as you try to improve it.
To improve conversion rate on your motion pages, make sure your written content is definitely strong. For example , if you have created out CTAs, are they joining? Do they actually make individuals feel compelled to act?
You should also optimize any kind of forms that you’re using to complete conversions. Make them user friendly, with minimal steps for the user and a cohesive, safe experience that will provide them peace of mind (especially if they are making a purchase or donation).
Here’s an example of the nonprofit donation form that has a strong design:
Water for People’s gift form has a sleek visual design that is easy for donors to navigate. It’s also user-friendly with easily-clickable buttons, making the donation process simple and convenient. Both of these characteristics make this type ideal for helping increase this particular organization’s donation page transformation rate!
In case you have a new version of an motion page that you want to try out but aren’t sure if it’s ready yet for your website’s audience, consider doing an informal A/B test. Have one number of employees at your organization make use of the old version of the page and another group of employees use the new version. Then, ask both groups to report back on their experience. You can then use their recommendations to strengthen your new action pages before pushing them live, giving you a better possibility of raising your conversion price right off the bat.
Understanding and being able to interpret internet engagement data is the key to milking all the value you can out of your organization’s website. When you continue to familiarize yourself with the three metrics we’ve covered here (and measure and improve all of them on your own website), don’t be scared to learn about and measure others, like pageviews or session timeframe .
The greater information you’re gathering regarding your website’s performance, the better! Remember to always dig deeper to understand the context for your numbers you’re seeing. After that, make intentional improvements to your website that will more fully participate your target audience when they discover you online. You’ve got this particular!
Sarah Fargusson – Director of Digital Technique at Cornershop Creative
Self-described as a “non-profit junkie, ” Sarah has dedicated her career to serving the needs of the non-profit industry. Her project management encounter spans a variety of non-profit administration disciplines including strategic preparing, community engagement, capacity developing, fundraising and research. She gets worked both in and for the particular non-profit sector at the Feminist Majority Foundation, the Sadie Nash Leadership Project, and the consulting firms The Lee Institute and The Curtis Group. With her ever expanding non-profit tool belt, Dorothy joined Cornershop Creative to tap into her techie, creative side, while developing meaningful partnerships with her clients to help them more effectively accomplish their goals.
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