Understanding your websites analytics can be confusing, but it is a vital part of making sure that your website is performing at its best and if there are any issues, this is where you can discover them and most importantly resolve them.
When using website analytics such as Google Analytics, you can get to understand more about the visitors to your website, how much traffic your site receives as well as where these visitors are coming from e.g. organic search, social media link, backlink from another site, paid advertising and so on.
However, this is only the tip of the iceberg in relation to the quality of data you can extract from Google Analytics.
Monitoring your website’s analytics can allow you to see where the strengths and weaknesses in your website are. Such as if you can see a high number of visitors to a certain page, that product / service is obviously in high demand and you could look at your marketing strategy and how you can get more pages on your site with a higher number of visitors. Even the pages where visitors leave your site can be crucial information as this tells you many things, for example either there is something on that page they don’t like, or they have found exactly what they want! Or there could be a broken link, slow loading time or simply the layout doesn’t attract the users, all of which can be sorted and as a result, will have a positive effect on your websites performance.
You can use analytics to be able to optimize your website by looking at pages with a high bounce rate (where visitors are simply clicking off practically straight away) which may mean this page needs updating, changing or simply removing.
With Google Analytics you can do so much… From being able to see the number of users on your website that day / week / month whichever you’re looking for! As well as real-time data of users on your site at that very moment, where your users are geographically, average duration users are spending on your site and each page and the time-of-day people are using your website. All of which are great forms of data that can be used to improve your website.
Your website may have high visitor numbers but… If most of those visitors are from a foreign country when you’re targeting UK customers, then this is not helpful as the likely hood is none of them are going to be buying from you / using your service. Another factor could be, are they even real visitors? Or simply system generated robots, which could mean your website is under threat…
Google Analytics can help you see which areas you need to focus on to improve your website. In this case, you’d look at making sure any ads have a filter of a specific geographic location and looking at changing some coding on your website so that it is specified that your business is a UK based company so there is a focus on getting seen by your target audience within the UK.
Although it is pretty much all positive when it comes to website analytics, there is the one disadvantage… That is, it can be time consuming! If you are new to analytics or simply busy with your day job (as most people are) you don’t want to be using your ‘me’ time analysing your website data when you should be putting your feet up and relaxing!
Yes, you could spend time training yourself or a member of your team in how to use analytics and what it all really means… But again, that would be using up your time and as you’re self-teaching it may take longer, possibly not be totally accurate. More importantly, will you remember to do this on a regular basis?
We’ve years of experience of studying Google Analytics and have found out some interesting information on our client’s websites, information that has helped their websites to be more efficient and drive higher sales.