There’s not just one way to land on a business website. Your visitors will have all encountered your brand in a different way and ended up on your website for a myriad of reasons. Let’s delve into traffic sources and discover how people find your website.
What is direct traffic?
This is traffic that hasn’t seen any other channel or the referrer data has been stripped from the browser. Examples include a website URL that is entered directly into the browser or is saved and used as a bookmark or favourite page. Almost all web analysis tools measure and analyze these visits, and if you see the number of direct visits increasing – this is good! It means more people know you by name and don’t need to use a search engine to find your site.
What is organic traffic?
This is where all of your SEO hard work kicks in! Organic traffic has come to your site after searching for one (or some) of your keywords, seen your naturally ranking website and clicked onto your webpage. This source does not apply to any traffic that accessed your website through PPC, or another paid source used to improve your web ranking – hence it’s “organic” title.
Many tools can show organic traffic visiting your site, but some can offer an advanced insight into the specific keywords searched that promoted your organic ranking. Due to Google encryptions, this isn’t as simple as it once was, but tools such as Lead Forensics still have the ability to offer this information.
What is paid traffic?
This refers specifically to traffic entering your website through Pay-Per-Click advertising used to claim a top spot on search engine rankings. Like organic traffic, many tools can measure this source, but few can offer the exact keyword used in the original search. Monitoring this traffic is very valuable, as PPC campaigns can become very expensive and you want to ensure the clicks you pay for come from businesses who match your sales criteria, to give you the best chance of converting them into a client.
What is referral traffic?
This source name covers a number of traffic drivers, that many tools are able to differentiate between. Broadly it covers all traffic sent to your website by an inbound link. Some include social media in this, others don’t. Some include subdomains and landing pages held with other providers (such as Unbounce) – in many ways, deciding what “referral” means is very personal to your business needs and the tool you use. Some tools have an array of sourcing “pots”, showing you precisely which ones stem from social media for example, others simply have a large referral pot, making it more difficult to decipher specific channel success.
What is email traffic?
Most email campaigns that your marketing teams send out will contain at least one link back to your website, allowing you to use the data from your web analytics tool to further understand your email marketing success. Whilst many web analytics tools can track this source (even some email platforms can track the clicks on links to your site), some go a step further and provide their users with PURLs (personalized URLs). This means each email sent contain a URL personalized to each recipient, so when they click to access your website, the web analytics tool can identify the PURL and then cross reference it to the email send list, thus identifying the exact person on your website – very exciting! Find out more on PURLs with Lead Forensics…
What is social traffic?
As expected, social traffic has come in from your social media platforms. Be it Facebook, Twitter, Instagram- any traffic coming to your website from social media counts under this traffic source. Not every web analytics tool can track social media fuelled visits, putting them under “referrals”, but those that can, offer businesses the additional ability to understand their social media success. As social media draws such a wide audience, it’s exciting to see the impact a positive social media presence can have on your website traffic.
What is display traffic?
A more advanced traffic source, display traffic has accessed your website specifically through a display (image) based advert, be it a banner, button or similar. Fewer web analytics tools can measure this source, again usually placing it under “referrals”, but those that can measure this traffic gain invaluable insight into the traction gained by paid display adverts, so they can better understand the overall return on investment.
This source covers traffic stemming from any other marketing campaigns you may have embedded a URL in. Though vague in definition, understanding the traffic coming from other marketing campaigns can offer you interesting insight into how your marketing ventures drum up product interest.
Resources from this section:
What can Lead Forensics do for your business?
Imagine if you could take control of your lead generation activity and convert sales-ready prospects, before your competitors even get close? Lead Forensics is the software that reveals the identity of your anonymous website visitors, and turns them into actionable sales-ready leads. In real-time.
Lead Forensics can:
- Tell you who is visiting your website
- Provide highly valuable contact information including telephone numbers and email addresses
- Give insight into what each visitor has looked at, as well as where they came from.
Take a look for yourself with a free, no obligation trial – you can get started today!