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Website traffic: 3 steps to analyzing traffic loss

A drop in traffic may be temporary, but there are a number of reasons behind it.

Laurie-Anne Nault

November 24, 2021

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Table of Contents

Can Google Analytics help businesses analyze and mitigate losses in website traffic effectively? In this article, we explore how Google Analytics plays a vital role in detecting and resolving issues impacting web traffic flow for online businesses. By following three key steps, businesses can leverage Google Analytics to maintain a consistent flow of visitors.

1. Investigating Traffic Flow: Through Google Analytics, businesses can analyze daily website visit data to pinpoint penalties, system errors, or optimization issues hindering traffic flow.

2. Identifying Traffic Sources: By delving into the main sources of website traffic – search engines, social networks, referring sites, Google Ads, and direct visits – businesses can use Google Analytics to isolate each category and troubleshoot any declines in traffic volume.

3. Understanding Your Audience: Recognizing the interests of both regular and new visitors is essential for sustaining traffic levels. Analyzing content quality, relevance, and user experience can enhance visitor retention and boost overall website performance.

In essence, this article underscores the critical role of Google Analytics in monitoring and evaluating website traffic to detect issues proactively and implement successful strategies for maintaining visitor engagement.

Web traffic is the nerve centre of your online business. How do you maintain a steady flow of traffic? It’s no easy task, so you may see it decrease at some time. Fortunately, Google Analytics can detect any issue and help you resolve it. How do you use Google Analytics on your website?

1- Investigate traffic flow

Google Analytics produces a graph that shows the amount of daily visits to your website. A steep slope can indicate a penalty or temporary system error, while a gradual decline may indicate optimization and SEO problems, among others.

A sudden decline isn’t a crisis, but it can bring up more questions. For instance, is the content seasonal (summer, fall, winter, spring)? For how long has this been an issue? 

A drop in traffic may be temporary, but there are a number of reasons behind it.

2- Where does the traffic come from?

A decrease in traffic can be caused by any of its main sources, i.e., various search engines (organic), shared links on social networks, links from your site located on other sites (referring sites), advertising campaigns on Google Ads (paid) or direct visits to your site’s url. 

You can use Google Analytics to isolate each traffic category and identify the source of the problem. A drop in “social media” traffic may indicate lost subscribers. Or it might be unintentional errors or technical problems, where the SEO spurred a drop in traffic. Either way, you can identify the problem with an in-depth website traffic analysis.

3- Get to know your audience

Website traffic includes regular visitors as well as new visitors. When Google Analytics shows decreased traffic, you might want to examine your content. Are visitors turning away from lack of interest? When was it published? Are you writing to captivate the target audience’s attention? Bad user experiences can drive visitors away from a website. It’s on you to update and adjust your strategy. 

After an in-depth website visit analysis, you might decide that you need a new strategy. How do you grab your visitors’ attention? If you want to build an effective online strategy, contact our expert team today! 

Laurie-Anne Nault
Determined, ambitious and passionate, Laurie-Anne Nault has already acquired several years of experience in administration and customer service. She joined the Turko Marketing team in October 2021 to fulfill the role of administrative manager and social media manager.