Email marketing, social media, organic search: not all traffic sources bring the same amount of engagement to your winery. Here, we look at three criteria you should take into account when analyzing referral traffic to help make better marketing decisions.
People come to your website in various ways: email marketing, social media, organic search and more. Not all sources of traffic are created equal, however. Treating them as though they all provide the same benefits can end up wasting your marketing budget and efforts. Instead, take the time to analyze each source and see which ones provide the greatest benefits. Then, you can focus on creating content tailored to your top-performing sources. Here's what you need to look for when analyzing your traffic sources:
Which sources bring the most traffic?
This is the most basic metric to understand in terms of online marketing, telling you where the bulk of your viewers come from. Some channels are better at bringing people than others, and you can draw conclusions about your marketing efforts based on how well each one does. For example, you might see a significant portion of your viewers come via direct traffic, meaning they know your website's address already. Unless you're handing out business cards with your URL to new people left and right, this means you aren't getting a lot of new visitors. Meanwhile, if most of your customers arrive through organic search, take a look at which keywords led them to your winery's website and use these in future blog posts, landing pages, product descriptions and more.
Which channels yield the highest conversion rates?
Your conversion rate indicates the success of a particular marketing campaign. It shows how many people on your website place an order, become a wine club member, sign up for your mailing list or take another desired action as a percentage of total traffic. You can also look at your analytics for email and social media advertising to figure out conversion rates for these channels.
Google has a useful feature allowing you to create custom goals so you can track individual conversions for your winery. Instead of having to rely only on metrics such as sales and wine club subscriptions, you can also track things like how many people view a specific page or stay on your site a certain amount of time.
Some channels - like email marketing - are better for conversions than others. Each blog post or email should be structured around a call-to-action (CTA) related to a particular campaign, whether it’s “Sign up for our wine club” or “Visit our tasting room.”
Once you’ve identified which channels yield the best conversion, you can focus more time and resources on them to drive future success.
How long do people stay on your website?
Getting hits to your site is great, but one brief visit isn't enough to turn a casual online shopper into a life-long customer. Check your bounce rate - that is, the percentage of people who leave your website after viewing one page - to see how well your site engages potential customers. A high bounce rate means a lot of people aren't spending much time on your website, which could mean they aren't finding what they want right away.
In addition, take a look at which specific referring websites lead to the greatest number of page views per visitor. This usually happens because the referring website is relevant to your winery. The two of you could benefit from forming some sort of partnership - for example, you could write blog posts for each other or collaborate on sales and giveaways.
Looking at volume, conversion and visit length should give you a good idea of which traffic sources are sending you the highest quality visitors. Once you identified where they are coming from, now you can start optimizing content specifically for these channels to double down on their success.
Ready for the next step? Check out our guide on how to optimize content for popular traffic sources.