Learn how to check website traffic and compare your print to web ratio
The amount of visitors who come to your website can directly correlate to how much revenue you are getting from all of that traffic. That is, if you have the proper conversion architecture set up on every page of your website.
The chain of events goes something like this…
Someone comes in from a tweet, reads your post, sees that you offer a free white paper on the same topic, joins your email list, downloads your white paper, gets an email from you about a related webinar, purchases the webinar, attends the webinar… and the world continues to turn.
In any case, we often use website traffic as a measurement of how successful a print publisher is in the online space. As a rule of thumb, a print publisher should have more online unique website viewers than they have print subscribers. This is a relatively easy task, considering your web viewers probably don’t have to pay for your free blog content.
An indication that a publisher is properly SEOing their posts is the sheer amount of website traffic they are getting from the keywords they target in search engines. Often, these publishers will see a majority of their traffic pour in from content that is months and years old. With proper conversion architecture, they can upsell them to a free report and eventually to a paid product.
The point here is that you want to know how many unique visitors your website is getting, so that you can compare that number to your print circulation. While we can always improve our methods of increasing website traffic, you may want to pay special attention if your ratio is hanging a little low.
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Additionally, you also want to check the traffic of your direct competitors, so that you can see how they are performing. If they have a higher ratio than your publication, you might look into seeing how they are driving website traffic, including seeing how active they are in social media and SEO using a tool like . SiteTrail will give you kinds of free analysis on a given website, includi. SiteTrail will give you kinds of free analysis on a given website, including their social media presence, the quality of their content, how well they’re ranked and even which colors they use most on their website.
Since you can’t use your own analytics package to view the unique visitors of a competitor, try using free resources like Compete.com or Quantcast. As you probably already know, you can then use the Audit Bureau of Circulations eCirc tool to find out the current circulation of any consumer magazine, newspaper, business publication or farm publication.
These two numbers are the keys to figuring out your own digital success as well as the lessons you can learn from the competitors in your niche.
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