Estimating marketing potential unique visitors

vinpay

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While this page is a good starting point, there’s another statistic I find to be of great importance:
Absolute Unique Visitors. This statistic counts each unique client only once during the time period. In other words, it’s a pretty good estimate of how many actual people visited your site,
regardless of how many times they may have visited it. Keep in mind that it is just an estimate. If someone visits your site on different browsers or computers, they will be counted multiple times.
The dashboard report indicated that we had 11,446 visits in February and March. The Absolute Unique Visitor report (shown below) tells you that there were 9,529 actual people
behind these visits. This figure may help you to plan your marketing initiatives if you know the size of your potential audience. For instance, if you estimate that there are 200,000 potential customers on
the internet for your service and you are reaching 10,000 of them a month, you have a lot of room for growth in your customer acquisition and/or branding activities. On the other hand, if
you reached all 200,000 in a single month, you may be at the end of the runway in terms of new customer acquisition. In that event, you might look at focusing on repeat business, product
expansion, and so forth (Figure 4-3).
To look up Absolute Unique Visitors:
Click “Visitors” on the left navigation bar
Expand the “Visitor Trending” submenu by clicking on it.
Click “Absolute Unique Visitors” in the submenu.

Using Bounce Rate to Identify Problem Areas of Your Site
Bounce rate, measured over your entire site, is not very useful.However, when you break it down
by traffic source, it can be a helpful diagnostic to identify low-value areas on your site that could
be improved.

First,we’ll navigate to the Bounce Rate report (on the left navigation bar, click “Visitors,” then
“Visitor Trending,” and finally, “Bounce Rate”).We see from the resulting report that our sitewide
bounce rate is 79.46% (Figure 4-4).

Although a bounce rate of 80% is on the high side, it’s hard to draw any conclusions from it
because bounce rate can vary widely based on the type of website. In this case, the website consists of
a large number of free competitive intelligence reports. Some of these reports rank well on the search
engines for various keywords, so the site tends to draw in a high volume of untargeted visitors.
On one hand, you may (reasonably) think that the free site is a failure because of the high

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Absolute Unique Visitors is a vital statistic for any site.

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Find your site-wide bounce rate on the Bounce Rate report.

bounce rate. On the other, you could argue that 80% is remarkably low, considering that most
of the visitors had no prior knowledge of our website!
We can shed some more light on the situation by segmenting our traffic out by new vs. repeat
visitors.We can do this by clicking the “All Visits” button next to the “Advanced Segments” label
at the top right of the graphing area. This will open an expanded area where we can segment out
our traffic. Here I’ll pick “New Visitors” and “Returning Visitors”

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Use the Advanced Segments filter to break out your report statistics by visitor type.

After applying these changes, a very different picture emerges (Figure 4-6).

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We see here that among first-time visitors, we have a high bounce rate of around 81%.
However, among repeat visitors, the bounce rate is less than 63%. This tells us that we’re getting
a much higher degree of involvement with certain people. This is an indicator that the website
is delivering value to interested prospects and that we’re on the right path after all.
 
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