Understanding how your website is performing can sometimes feel overwhelming. As managers, we’re responsible for staying on top of what can feel like endless tracking tools. And if we ignore important customer trends we run the risk of losing prospects.
But monitoring your website’s trends with Google Analytics can be difficult and time consuming. We recently completed a one-year study of traffic growth for area websites by industry so you can determine if yours is keeping pace.
2 ways prospects get to your website
Some websites rely only on organic traffic, or visitors who find your site after using a search engine like Google or Bing, so they are not “referred” by any other website. Others use paid search digital advertising to gain traffic and visibility from search engines. Our study reviewed websites that used paid digital advertising and others that did not.
Should your website traffic be growing and how much?
At KMA, we’ve built hundreds of websites since 2001 and report traffic growth to clients monthly. For most industries a 10-20% year-over-year website traffic growth rate for an established business is a good benchmark. Other sources such as Hubspot’s Marketing Platform said Travel Brand saw a 20-50% increase in website traffic for the period. We believe 15% year-over-year traffic growth is respectable for websites relying only on organic (no paid search) traffic.
Results from KMA-hosted websites
Survey data came from sessions measured by Google Analytics from the 12-month period (Jun 2017 to May 2018) vs. year-ago period (Jun 2016 to May 2017) from the over 100 websites we host and monitor, with findings as follows:
The AVERAGE KMA-hosted website that had NO PAID DIGITAL ADVERTISING grew 113% year over year.
The AVERAGE KMA-hosted website that had PAID DIGITAL ADVERTISING grew 243% year over year.
The AVERAGE website visit Jun 2017 to May 2018 lasted 1 minute, 53 seconds.
The AVERAGE website visit Jun 2016 to May 2017 lasted 1 minute, 46 seconds.
Year-over-Year Trend Website Growth Trends
June 2017-May 2018 vs June 2016-May 2017
|Industry Category||One Year Website Growth Rate|
|All KMA Websites – Without Paid Digital Advertising||113%|
|All KMA Websites – With Paid Digital Advertising||243%|
|KMA Real Estate Agency websites||185%|
|KMA Dining & Shopping websites||124%|
|KMA Insurance Agency websites||116%|
|KMA Vacation Rental / Destination websites||95%|
|KMA Medical Practice / Healthcare websites||93%|
|KMA School / Education websites||81%|
Don’t know your website traffic but want to?
Google Analytics is a free tool that shows you how many people are coming to your website, how long they are staying and pages they are visiting so you can make better business decisions. Did we mention it’s FREE.
We know you’re a busy manager with a lot of things on your plate. Addressing your website’s results need not fall to the bottom of your priority list because you don’t know how. Click the link below and I’ll be happy to provide a no-obligation, Google Analytics Report.
This study was completed with the assistance of Olivia Wesel, Florida State University College of Business intern and Mollie Etheredge, Troy University College of Communications intern and the many hours they spent compiling the data. Follow our blog or contact Dana at: www.kerigan.com/dana.