Why It’s Important To Understand Your Incoming Traffic Better

For any business website that’s trying to improve its search engine and online rankings, one of the most important terms to understand is website traffic.

In running a website, this is undeniably a paramount consideration always to have in mind. A strong understanding of web traffic can help tweak the site better, such that its goals and purpose of running are achieved.

No business starts a website without the intention of attracting more followers and thereby also increasing traffic, which means the number of visitors that your site receives. Studying more and understanding the growth and inflow of this traffic can help you measure your popularity and effectiveness. Through those metrics, you have a means of determining whether or not your website is doing well. When you understand trends in your website’s traffic, you know how well your site is performing, and you know that you’re not wasting any time or productivity.

That said, here are some of the best reasons why you need to understand your website’s traffic better:

1. Enables You To Understand Deeply What Web Traffic Is

Understanding your incoming traffic enables you to deepen your knowledge with what “web traffic” really means. This shouldn’t only be limited to the word definition per se. But, it should also comprise the deeper meaning behind what the word “traffic” is. Strengthening your knowledge on this matter enables you to move forward with better strategies, along with SEO forecasting, by ensuring that you meet the standards set by your web traffic.

For instance, you’ll have a better knowledge of what the following entails:

  • Bounce rate. In understanding your incoming traffic better, you’ll also have insight as to the bounce rate of your site. This refers to the percentage of single-page sessions on your site. By this, it also applies to the percentage of your traffic that’s there only to view one piece of your site. After that, unfortunately, they may not be pleased, so they bounce to another website instead.

  • Page views. Whenever a browser loads your website, this is recorded under “Page Views” in Google Analytics. In this case, for every single user who loads your page twice, this is also entered as two page views, and so on. This metric is critical to study, as it gives you an idea of the behavior of your viewers and site visitors.

  • Returning Vs. New Users. As its name suggests, a new user is someone who has never visited your site before. A returning visitor, on the other hand, is one who continuously visits your website. It’s imperative to distinguish one from the other in your metrics. In so doing, you can have a better measurement as to how much new traffic your site is gaining in a particular period. If your new user level is very low, you’d also need to level up on your online marketing strategies.

  • Average visit duration. This refers to the total time that users spend on your website. In simpler terms, it can also mean the length of every session on your site. The higher your average visit duration, the better. It’s a positive indication that your users are highly interested and engaged on your website.


2. Helps You Determine How Much More Traffic You Need To Reach Goals

In deciding how much more traffic is needed to reach business goals, you must start with the end goal in mind.  This means that you first work with the goal or target that you reach. Then, work backward by computing all the other factors such as incoming traffic, expenses, size of your business. From there, you can come up with the value or factor to determine whether your current and incoming traffic is enough to meet your goals. Else, you may have to adjust and make more effort to increase your incoming traffic, such that your business goals for every period can be achieved.

The point here to remember is that an increase in your traffic will generally mean also an increase in conversion numbers. Conversion numbers refer to your website visitors that are positively converted from plain viewers now to regular clients who make a purchase.

Here, it’s noteworthy that it’s not always about the total number of visitors that you have. It also has a lot to do with how interested your website visitors may be in purchasing something from your site or getting your services.

3. Increases Your Chances Of Better Brand Awareness

If you’ve been running your website for quite some time now, you may also be aware of the fact that good traffic can increase brand awareness. This refers to the fact that you’ve got a steady following of visitors on your page. For your business’ website to be of good use, you’d also know that brand awareness is a necessity. You don’t just strive for a stronger brand awareness because all other businesses are doing so. Rather, you already developed a firm grasp of what brand awareness really means and how you can use it to your advantage. Here, do recall that brand awareness refers to the extent in which customers are familiar with your products and services, such that whenever needed, they always choose to prioritize your brand first.

Here are good reasons why brand awareness, through studying your web analytics, is very important:

  • It increases your market share and sales. By these metrics, it means that, for example, of the Internet users searching about a certain product niche that you belong to for 2020, you’ve previously held 20% of all these searches leading to your page. With this  20%, you may have noticed that your site isn’t improving at all in terms of achieving your business goals. Hence, the need for you to strive to increase your market share through brand awareness. For this year, you may want to move from 20% to 25%. Through brand awareness, you’re able to effectively increase this market share, as people get to know more about your existence. To those consumers that you were previously unheard of, now they have a sense of recall on their mind about your brand.

  • It scales you in new places. If your traffic was limited only from web users from Point A to Point B, with brand awareness, you could scale a previously unchartered territory, or Point C. In simpler terms, this means that you’re reaching a wider audience.

  • It improves brand perception. Yes, it may be true that your brand is already very well known. But, in digging deeper, is the perception of your viewers about your brand positive? Or are there any negative things that you need to work on? It matters not just how many Internet users know about you, but also whether or not they think of you as a trustworthy and reputable brand.With a strong brand awareness, whatever negative perception there is of your brand is overpowered by the positive. Consumers that have long been patronizing your product can speak for themselves and to other consumers how in fact, your brand is a good one.

4. Enables You To Optimize Your Site For Better ROI

Return On Investment, or ROI, refers to the timeframe or period that it takes for you to gain back the amount that you’ve spent on making an investment. As much as possible, you’ll want a faster ROI so that you’ll begin to enjoy earning a profit. One of the ways for you to achieve this is to understand the incoming traffic of your site. Incoming traffic, particularly a strong one leads to increased sales. With more sales, your ROI also improves.

That way, you can also optimize your website better so you can achieve your intended ROI. By optimizing your website, this means that all the design features in your site are in place for the end result of attracting more traffic to come in your site. This means more visitors, and eventually, more purchases as well.

Here are specific ways as to how understanding your incoming traffic enables you to achieve this:

  • Makes you identify the demographics of people that bring money to your business

  • Helps you better understand and determine what conversion metrics are vis-à-vis traffic metrics

  • Allows you to identify the specific strategies that work (and doesn’t work) for your website

  • Gives you more access to audience or client feedback

5. Teaches You How To Use Estimation Tools To Your Advantage

In studying the trends relating to your incoming traffic, you’ll also most likely be exposed to various estimation tools. These refer to those that you use to understand and estimate the possible increase (or decrease) in traffic for the next coming periods. In this regard, there are two types of estimation tools that you can use:

  • The tools that measure organic traffic. This refers to the traffic that your website is getting from search engines such as Google. When estimating using these tools, you exclude traffic coming from other sources, such as social media, for instance.

  • The tools that measure total traffic. This refers to the traffic that comes from all sources on the Internet. This includes search engines, social media sites, web forums, and any other website.

In understanding the increase in your traffic, there are instances when you can use both tools. But, in some cases, you’ll also have to choose one over the other. In general, however, learning how to use each of these tools correctly also enables you to achieve the following goals:

  • Determines how much traffic your website gets per period

  • Find out how much of this traffic comes from each kind, such as the percentage for social media, forums and other sources


Your website’s traffic has more to do than just popularity. Yes, naturally, it’s an impressive standard that your website is getting noticed. But statistics and analytics go way beyond that. By reading through the reasons enumerated above, it’s easy to tell now that the number of visitors that your site has equates with the chances or probabilities of better opportunities for your website and your business as a whole. In understanding your traffic, your business gains the benefits as enumerated above. The result? More profitability, more success, and efficiency in your business in too.