Website traffic refers to the volume of users visiting a website. How many people visit a website will depend on the website’s purpose, the visitors’ own goals, and the way in which they discovered the site.
Servers monitor website activity and register whenever a page receives a visitor (known as a ‘hit’). One visit to a site, which may involve browsing multiple pages and taking actions, is a ‘session’.
Traffic is considered crucial to determining a website’s success. Of course, someone creating a website as a personal hobby (e.g. a blogger sharing their travel experiences) may not consider their website traffic important. But for businesses and organizations, the understanding website traffic and identifying ways to improve it is fundamental for consistent growth.
There are numerous ways to measure website traffic, including:
This involves looking at the number of visits the website receives across a fixed period (one week, one month, etc.), to assess how effective traffic-building initiatives (SEO, PPC, etc.) have been since implementation.
Online businesses selling products through their websites depend on purchases to succeed. Identifying the number of visitors making a purchase reveals how effective the site is in encouraging people to buy.
Another way to measure website traffic is to find out which channels it comes through, such as email, organic search, email, etc.
Measuring bounce rates shows the number of visitors who leave after viewing one page only — these should be as low as possible.
You can increase traffic to your website by:
Being more active on social media and engaging followers with quality content that encourages them to click through to your website
Creating video content across YouTube and social media to increase visibility
Enhancing your SEO campaign to increase your site’s ranking and attract more visits
Using automated email marketing software to engage your contacts with discounts and offers, which can drive traffic to your website