You’ve invested in your website, and like any other investment its main purpose is it give you a return. Your website is your best sales person, and like any of your other employees may require some directions. The best thing about your website, in terms of measuring its marketing performance, is that it’s all analytics. It’s all measurable, countable, and traceable.

Google analtyics featuring adwords

Google analytics - a powerful tool.

Here are five ways to make use of Website Analytics:
1. Have clear measurable marketing goals so you can track progression. Before you build your website determine what its main purpose is and what is it that you expect it to do for your business. If your websites main objective is to promote your brand then represent that in a number, so that you can optimize against when you go live. Whatever your business or brand goals are, the performance of your website in reaching those goals can be measured. Translating this data will allow you to better manage your online marketing tools.

2. Assess your search engine positioning. This is probably the most common use of web analytics. You can easily see which search terms visitors find you through, you can also monitor which key words lead to behavioral events like filling out your “contact us ” form or spending more time on your “services ” page. You can also monitor which search terms lead to visitors spending less or more time on your website this can give a good indication as to which search terms are most specific to what you’re offering.

3. Ensure that website navigation is optimal and is as user friendly as possible. Being able to see how your visitors find you, has its benefits of course but being able to see what they do once they get there can be more beneficial. There is no point getting visitors where you need them if you can’t keep them there long enough to turn them into potentials. Monitor your bounce rate and manage or adjust your content to better reflect to visitors that you are what they‘re looking for. If they’re going directly from your homepage to your products page then straight to your blogs, then you might wants to figure out why they aren’t going to your shopping cart.

4. Eliminate bad links. Your analytics can help you find where visitors are encountering bad links, when a visitor comes across a bad link on your site they will in most cases leave. Rarely will visitors click back and try to find what they’re looking for somewhere else on your website. Monitoring glitches and making internal improvements as required will allow your site do accomplish its purpose as adequately as possible.
5. Plan your marketing campaign. Your website analytics can help you see where your visitors are from and when they’re online. Use this information to direct your marketing campaign, spend more on your PPC campaign in regions that bring in fewer visitors, send your newsletters out at a time where potential customers are most likely to be at their computers. Marketing decisions are best made based on actual data, and web analytics is one of the best ways to make informed decisions.

If you’re lost when it comes to understanding your web analytics or don’t even know if you’ve got them set up on your site, give us a call and we can help you out.

 

 

 


« »