Exposure for your listings should be an essential part of your marketing strategy, but without knowing where people are coming from, what they are looking at and how they are contacting you, it would be impossible to refine your strategy. One of the beautiful things about Internet Marketing vs. Traditional Marketing is that you can measure EVERYTHING.
You may be looking at your traffic and like many internet marketers living and dying by the ups and downs of your total visits and pageviews, but in the CT real estate business, traffic isn’t really the end game, it’s leads. So how are you measuring leads?
Here at CTMLS we have implemented Google Analytics and the power of this free tool is virtually endless. When used correctly you can measure everything about your online presence and glean a tremendous amount of information that will help you to refine your strategy and continue to develop new and better ways of marketing your listings online.
A word of warning before you go any further, once you have Google Analytics set up it is very possible to get lost in the myriad of information provided by the service. Take it one step at a time and you will have no issue.
Here are the metrics you should be using to measure your traffic once you have your Google Analytics set-up.
Unique Visitors – this is the total number of people who have come to your site over specified time period. A visitor is only counted as unique one time in every 30 day period.
Pageviews – number of total times all pages on the site are loaded in a specified time period.
Pages/Visit – total pageviews divided by total visits
Avg. Visit Duration – length of time the average visitor spends total with the site open
Bounce Rate – what percentage of visits resulted in a person leaving the site without doing anything
These are the basics metrics you should be measuring. As I mentioned above, using Google Analytics you can drill down to an incredibly granular level to watch the path that visitors are traveling through your site. How often they are using certain features of your site and so much more. Once you’ve begun to understand the basics, work your way into some of these more advanced metrics to really measure your online presence.
I am happy to answer any questions you might have about Google Analytics and measuring your site traffic. Please ask the question in the comments below so we can all benefit from the questions.