Website traffic points to web users who actually visit a website. It is measured in the number of visits which is commonly called “sessions,” and is a well-known way to measure online marketing effectiveness at drawing in people.

Back in the year 1990’s when 2-commerce  first boomed, the only important thing for web traffic was first based solely on the number of visits and sales. This is because other metrics have not yet existed and digital marketers before have not yet found other way of measuring online business success.

As time went on and as digital marketers got savvier, interpreting a website’s performance matured and became much more extensive.

Now, it’s not only limited to the number of visits but rather include the following factors.

Time of user’s stay

The amount of time the users have spent visiting your website gives a huge amount of traffic.

The longer the users stay on your website, the better. That only means that they are having a good experience visiting your website.

The metrics like the bounce rate and the amount of time spent on the page indicate how users behave.

Number of conversions

The more users visit your website, the more chances of having high sales conversions. It is not enough to have a great number of audience but are not giving you the sales you need.

Hence, drawing in the right people who can relate and are interested in what your products or services are is very essential.

Knowing how many users purchase your products which is usually measured by conversion rate, determines whether your e-commerce store has effective selling strategies in place.

The cost

Getting seen and discovered online with little or no efforts at all makes it almost impossible to gain web traffic. Although with consistent planning and efforts, organic web traffic really pays off.

Today, most online stores greatly rely on paid traffic such as using PPC or affiliates program to sustain and grow their online business.

The (CAC) Cost of Acquiring Customers and the (CPA) Cost Per Acquisition are the two most valuable e-commerce metrics. When supported with a balanced (AOV) Average Order Value and (CLV) Customer Lifetime Value, an online business can evaluate and modify its advertisement expenditures as required.