The 5 Most Important Web Map Conversion Metrics You Should Be Tracking

If you have a web map, the utility of it is bound to attract an audience. However, your ability to retain and convert that audience into actual sign ups or users depends on how well you use and optimize for the right metrics.

There are a lot of different ways to increase retention and conversions, but before you focus on optimization, you have to figure out what metrics you should be improving first.

1. Activities per users. It’s important to monitor user behavior on your web map even if they don’t convert. What exactly are they doing, how can you get them to do more of it, and how can you influence their behavior into a conversion? For example, what are your load rates per unique visitors, what is the time spent, and what source do they come from, and so on. Each of these interactions can provide insights to help increase interactions and engagement. And engaged users, are converting users.

2. Traffic Sources It is important to have a diverse number of sources of incoming traffic. The three primary source categories are:

  • Direct visitors — the ones that visit your site by directly typing your URL in their browser address bar
  • Search visitors — the ones that visit your site based on search queries
  • Referral visitors — the ones that visit your site because of a link from a blog, or website

All these sources are important but have varying levels of conversion, so you should calculate how much each traffic source is converting and deal with them separately.

3. Bounce rate. Bounce rates are one of the most important metrics to track. For those who don’t know what a bounce rate is, it’s essentially the rate of users who load a map or a page and don’t interact with it. A low bounce rate means high user engagement. But tracking if after it changes is the key to understanding your target audience and your maps performance over time. Depending on your traffic, one-month intervals is a standard when examining bounce rate fluctuations.

Context must be taken into consideration when weighing your bounce rates as an indicator. The source of your visitors, for example if you have a surge of social media traffic to your site (.e.g. Product Hunt front page) then your bounce rate will be higher than normal.

Your bounce rate is an important indicator of engagement and should be used to determine the efficacy of the changes to your web map. Making measurable changes such as changing base layers, adding markers or changing landing zoom levels should be made one at a time to see how that affects your bounce. Always be ready to revert back to a previous version if the changes have a negative effect.

4. Visitor duration. To maximize conversions you need to dive deeper into your visitors whole experience and figure out at what stage in the process your visitors are exiting the site or abandoning their search, and optimize the process accordingly.

5. Value per user. This is a little bit difficult to calculate because the value of a user is tied directly to the interactions per visit. You can simply calculate the number of visits and users divided by total value created. The value of a user is totally dependant on your business. For example, web map searches create value every time they view a marker or location and add interactions to your web map.