Direct Traffic: What it Isn't
If it were the result of the five factors that Avinash suggests, then I'd be very pleased. Here they are:
- 1. People who are your existing customers / past purchasers, they'll type url and come to the site or via bookmarks.
2. People familiar with your brand. They need a solution and your name pops up into their head and they type.
3. People driven by word of mouth. Someone recommends your business / solution to someone else and boom they show up at the site. Uninvited, but we love them!
4. People driven by your offline campaigns. Saw an ad on TV, heard one on radio, saw a billboard and were motivated enough to typed the url and show up.
5. Free, non-campaign, traffic.
Direct Traffic: What It Often Is
"Yes we've seen an increase in traffic. Yes, it matches the timing of your online campaign. No, I can't tell you where it came from. No, I don't have the telephone number for your online agency. Do you?"
Other examples are flash applications, documents (such as Word or Excel documents that have links in them), and some automated traffic, like spiders or bots (and not the 'good' ones, which don't process tags.
The way around it?
If you always ensure that your inbound campaign links are passing campaign or source information, or both, through URL query strings (whether that's ?cid=online, or ?utm= or ?marketing=online) then you will still be able to capture the referring site information, even if the brower isn't passing it. Google Analytics has a semi-automatic process that will allow you to build your own campaign URLs.
You won't usually find "Direct Traffic" in a promotional or merchandising screenshot for a tool... it probably means the tool hasn't classed the traffic as anything else. |
It took some detective work (start by Googling the IP address) to track an IP address back to the performance monitoring tool, but once it was done, it was easy enough to block the IP - after making sure that we weren't paying the tool providers. Alternatively, if you are, and you do see their traffic in your reports, there are ways to screen them out from your analytics (without blocking them from the page).
The results? Direct traffic went down. Total traffic went down. So far, so good for site targets. However, we did some beneficial results, which supported another piece of work I was doing: reducing bounce rate. The automated traffic was bouncing off various pages of the site (in particular, the home page) at a constant, relentless and nagging rate. Once we blocked the automated traffic that we were sure came from the performance tracking tool, the bounce rate fell. Dramatically.
So, I reduced the volume of direct traffic - but I improved reporting quality and traffic quality. If you're looking to improve direct traffic performance (but not quantity ;-) then I suggest the steps I took. This will help you to improve your conversion figures for the segment, and overall, and that's got to be a good thing.
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