What happens when a prospect lands on your website?
GOOGLE ANALYTICS HELPS YOU MAKE BETTER MARKETING DECISIONS
A website without any sort of Google analytics installed in it is pretty useless. Why spend your time and money on building a website if you have no idea what happens after it launches? Website analytics can provide you with a wealth of information. This information can be very useful in planning your marketing strategy, search engine optimization campaigns and even your web design.
One of the best things about digital marketing is that virtually everything can be tracked. Before beginning any online marketing campaign, businesses should make sure they have analytics up and running on their website. If not, you are just throwing money away because you are not able to analyze what results your campaigns have generated. Google analytics give website owners the information they need to make informed decisions about their marketing strategies.
WHAT YOU NEED TO BE ANALYZING
1. Website Visitors
The basic function of website analytics is finding out how many people visit your site each day. You also learn what times of the day they visit, their geographic location, and even what device they visit your site on. You can also determine if visitors are using their site on a mobile device or desktop and what operating system they used. At the bare minimum, you can see if your site is indexed in the search engines and if people are finding your website.
2. Onsite Behavior
A second major function of website analytics is learning what people do when they visit your website. You learn how many people leave the site quickly (know as a bounce) and how many people actually spend time and view other pages. You can also see if there is a common theme such as pages where visitors spend a lot of time or pages that have a high exit rate? If you have an e-commerce website you can discover what top search terms are being used or what proportion of shoppers abandon their basket before completing checkout.
Conversions are actions you want visitors to take on your site. Depending on your website’s objectives, you may want your visitors to complete a form, buy a product, or join a newsletter. Conversions are critical to measuring how successful your site is at meeting your objectives. Measuring your website’s conversation rates helps determine if changes made to the website have a positive or negative impact on meeting your goals.
4. Campaign Performance
Campaigns are programs that use advertising and marketing strategies that are aligned to meet certain goals or objectives. These campaigns might involve search engine marketing, Google AdWords, or even Facebook advertising. Whatever channels you use in your campaigns you can find out how effective each channel was at generating traffic to your site. Most importantly, you can discover which advertising strategy sent traffic to your site with the highest conversions.
5. What Needs Optimized
Website analytics is the perfect tool to help you determine you need to optimize your website. Once you have gathered enough data to learn what what people do when they are on your website, you can begin making modifications to improve its performance. The data will help you determine if a form is too long to complete, a product needs more images, or that messaging around a newsletter sign up is unclear. Therefore, using website analytics gives you the tools you need to optimize the site and improve your conversions.