Adwords Stats - How to analyse?

[RayB]

Hi All,

Started a new Adwords campaign last week which has more than met my ROI expectations. Becuase I only run one site I have nothing to compare the user metrics with. Our visitor metrics for the campaign week 1 were:

540 visits
6.44 page views/visit
4:14 minutes on site
83.12% new visits
19.48% bounce rate

Are these metrics ok? I am trying to get a feel for user experience - do these stats show that the visitors found the site easy to navigate, relevant etc? (Once again the ROI side of things is fine)

 

[directmarketingadvice]

do these stats show that the visitors found the site easy to navigate, relevant etc?

Sales is really the best indicator.

If they're buying in good numbers, then they like your offer and can work their way around your site/sales process.

Things like average number of pages visited can be a double-edged sword.

e.g.

Are they looking at lots of pages because they like the content and want to read more?

Are they visiting lots of pages because they're looking for something but can't find it?

Are they visiting lots of pages because your sales mechanism is convoluted and you're making it hard for them (but they're willing to persevere)?

Are they looking around on your site because the landing page has left questions in their heads and they need to go elsewhere for re-assurance?

As you can see, a high pages/visit number can be good or bad.

The vote that counts is a vote with the wallet.

Steve

 

[Coding Monkey]

Without sales, it is difficult to tell, but your bounce rate is certainly something well worth looking at. However, it's only worth looking at within context. Thus, what keywords have the high bounce rate, in relation to their sales and conversion rate? If they have a high bounce rate, but makes sales, then evidently tweaking needs to take place. But, also, if they have a high bounce rate but no sales, it doesn't automatically mean you should scrap the keywords - rather, refine your site.

 

Hi All,

Started a new Adwords campaign last week which has more than met my ROI expectations. Becuase I only run one site I have nothing to compare the user metrics with. Our visitor metrics for the campaign week 1 were:

540 visits
6.44 page views/visit
4:14 minutes on site
83.12% new visits
19.48% bounce rate

Are these metrics ok? I am trying to get a feel for user experience - do these stats show that the visitors found the site easy to navigate, relevant etc? (Once again the ROI side of things is fine)

Do your stats tell you what pages each visitor went to,that may give a clue as to how good your navigation and information presentation is.


Earl

 

[directmarketingadvice]

If they have a high bounce rate, but makes sales, then evidently tweaking needs to take place.

I'm not sure I agree with this.

It's true some of the time, but other times it's a big mistake.

If you've got a site which polarises people ... some people love it, the rest hate it, you could get a high ROI and a high bounce rate together.

But, if you try to make the site more "middle of the road", you might find that everyone is now indifferent to it and fewer people are buying.

As Gary Halbert used to say "focus on selling the foxes and don't worry about offending the dogs".

Steve

 

[Coding Monkey]

Naturally, it will be relative to what a "high" bounce rate actually is. I guess we can go hypothetical all day, but 50%+ will suggest there is some serious problems going on. And then the ROI is the best factor of it. But you'll need to segment the data more to learn the hidden truths behind it (something that, I'll say again, Google Analytics is not good at doing)

Just to go back and add something quickly, if you were my client Ray, and you had a high bounce rate on keywords, I would definitely change variables around, and measure the success of it, as you can always change it back. As long as the actual keywords aren't so critical to your company that any loss of revenue is going to have a major impact (as I've dealt with before)

 

[RayB]

Thanks Steve and Tom,

Thats just the kind of stimulus I was needing to help me analyse visitor behaviour from the stats - which is mostly fine but never get complacent

Useeful suggestions - thanks

 

[Words of Magic]

Hi All,

Started a new Adwords campaign last week which has more than met my ROI expectations. Becuase I only run one site I have nothing to compare the user metrics with. Our visitor metrics for the campaign week 1 were:

540 visits
6.44 page views/visit
4:14 minutes on site
83.12% new visits
19.48% bounce rate

Are these metrics ok? I am trying to get a feel for user experience - do these stats show that the visitors found the site easy to navigate, relevant etc? (Once again the ROI side of things is fine)

Google analytics is a very effective tool to use because it gives you xray vision into what customers are really doing on your website, i.e what those clicks are really buying you and what clicks turn into cash.

Correct use of google analytics can easily slash your click costs and reveal low hanging fruit your currently missing on your website.

Google analytics has a new interface, master that and you'll beable to improve your ROI.

Well done for doing your maths and working out your value per visitor and then your maximum cost per click when buying relevant phases related to your business.

Wishing you all the succcess in the world,

 

[kevgibbo]

Google Analytics is great for helping to track AdWords campaigns, especially if you can't track conversions as this allows you to see information such as the time spend on site, pageviews etc.

 

[RayB]

I like Analytics too - especially the new interface - if you study what it tells you it teaches you a lot about your sites performance.

I also think there seems to be a lot of emphasis about SEO issues when it is also vital to figure what your visitors think when they arrive!