How is my website doing?
Web analytics tools provide interesting data. However, there is a lack of comparative figures or benchmarks to help assess the website's performance.
Google Analytics or WebTrends provide interesting data on the origin of website visitors and their behavior. However, these tools do not answer one important question: How do the values achieved compare to other websites? Google is now publishing a study on website usage based on the analysis of hundreds of thousands of websites worldwide.
Where do the visitors come from?
Compared to 2010/2011, only search engines have gained in importance as traffic drivers. The importance of campaigns at an international level is considerable compared to our Swiss figures. The result of our non-representative analysis of Swiss websites is a massively higher search engine relevance, which could be partly due to the fact that Swiss companies prefer to invest in AdWords rather than display advertising.
How do visitors use the website?
The analysis of website usage shows declining values worldwide. I interpret the data as follows: Visitors are reaching the information they are looking for in an increasingly targeted manner and need to search for less time. The analysis of Swiss websites shows significantly lower bounce rates and dwell times.
Average conversion rate
The success of most websites is based on actions (orders, inquiries, downloads), which are measured using the conversion rate. Goolge has not analyzed the figures for Switzerland. We must therefore assume a value between Germany (1.0 %) and Austria (2.1 %) for Switzerland. A first step towards benchmarking the website has been taken. A comparison with the values of your website is definitely worthwhile in order to uncover the leverage for maximizing visitor flow and website usage. Imre Sinka
