One of the biggest challenges for business owners and marketers is putting their analytics data to good use. Analytics tools have become more powerful, but according to Content Marketing Institute, 76% of marketers feel measurement is important yet only 29% believe they’re doing it well. Additionally, 52% of marketers don’t have a formal method of rating success. Developing solid metrics for your marketing campaigns isn’t as hard as it sounds. If you’re looking to familiarize yourself with these metrics, we covered the top seven key performance indicators (KPIs) for businesses.

Although those KPIs are useful, they’re only the tip of the iceberg. Today, Google puts an emphasis on providing relevant results to site users. Usability is just as important as keywords used to be. By focusing on the KPIs covered below, you’ll be able to improve your revenue and SEO.

Traffic Types: Search, Organic, Referral, Direct

Not all traffic is created equally. The primary types of traffic shown in website analytics dashboards are search, organic, referral, and direct. Looking at the different ways people are coming to your site is essential to knowing the best way to shape it for visitors.

For example, if you see certain websites are referring the most traffic to your site, you’ll want to learn about their audience’s needs and interests. Organic traffic can indicate customers who are new to your brand, whereas direct traffic suggests some familiarity. By understanding where and how users are visiting your site, you can adjust your marketing efforts accordingly.

Device Types: Desktop vs. Mobile

Knowing the devices used to access your website is also important. Users visiting your site from a tablet or smartphone are likely going to be looking for different things than if they’re on a desktop/laptop. A person on their desktop might have more time to research their options and do more complex things such as booking a trip or filling out long registration forms. On the other hand, a mobile user needs immediate information such as restaurant menus, store hours, and similar information. So if you’re receiving more smartphone users, make sure your site is mobile friendly with concise, readily accessible information available on your home page.

Bounce Rate: A High Rate Indicates Trouble

When users visit your site, you need to make a great first impression. Bounce rate measures the number of people who visit your site and leave without visiting any other pages on your site. A high bounce rate means that page needs to be revised to be more effective.

Although bounce rate alone doesn’t necessarily mean your site will rank lower on a search engine, it ties into pogo-sticking which occurs when visitors land on your site, go back to the search engine, and then click on a competitor’s link. The best way to reduce pogo-sticking is to view your site from the perspective of the searcher, not your regular customer who is already familiar with your brand. Consider what questions a first-time visitor may have, and why they might leave your site.

Visitor Flow: Find the Common Exit Points

Although it’s impossible to read your customer’s minds, you can use Google Analytics to get a general idea of how your visitors respond to each page. By analyzing your website visitor flows, you can view the path users are taking through your site. For example, if users are going to purchase products but end up leaving when they reach the payment page, the high number of exits may indicate possible technical issues.

Make the Best Use of Your Customer Data

Standard analytics are helpful for gaining some insights into your operations, but that information only helps you react to trends. If you’re looking to grow your business, having a full understanding of your customers is key since it allows you to tailor your offerings to their exact needs.

After improving your site accessibility, you can further develop your audience. Using a dynamic customer list, you can send special offers, text discounts, and e-newsletters; track social media mentions; and gather feedback. You can also see who you haven’t interacted with in awhile, and determine if you need to re-establish contact with a special email offer. By making full use of your customer data, you’ll stand out from the competition.

Barb Dittert is a Content Marketing Specialist at Volume Nine.