Five Web Metrics Advisors Should Be Tracking

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.Kristen Luke

Do you look at your website analytics report and have no idea what it means? Don't worry. Unless you are a professional web marketer, most of the data you see on those reports won't impact your business in any significant way. But that doesn't mean you should ignore your website statistics all together.

The information provided on your analytics reports will help you tweak your web strategy to drive more traffic and ultimately generate more leads from your website.

What analytics should you track on your website? Here are five that have the biggest impact on a financial advisor's business.

Trends in site traffic

Whether your site generates a few hundred or several thousand visits per month, you should keep an eye on the trends of monthly site visits. In a perfect world, the number of visits would consistently increase from month to month. If you see consistent growth, then you are doing something right. If you see a big spike or dip in traffic from one month to the next, analyze the reason. Did you do something different to warrant an increase in traffic, such as write a popular blog post? Were you mentioned in a newspaper or magazine? Did you remove a page from your website that could have caused a drop in traffic? If you can pinpoint the reason for spikes and dips, you can replicate the campaigns that work and avoid those that don't in the future.

Popular pages

When looking at your analytics report, note which pages are most viewed over the lifetime of your site. Once you have determined which pages are the most popular, you can optimize those pages to capture leads. Include calls to action, such as to schedule a consultation, subscribe to a newsletter or download a white paper, on the most popular pages of your website.