Website Analytics August 22nd, 2012
Google Analytics is an invaluable tool for businesses to understand how their websites are operating. The system shows who is visiting your website, where they are coming from and what they are doing.
The best thing about Google Analytics and why it is one of the most popular tools of its kind, is that it’s completely free and very easy to set up. All you need to do is sign up for an account and then add some code to your website.
Google Analytics provides a breakdown of the type of traffic a website receives, whether it is direct, originates from a search engine or is referred from another website. It is important to understand how people are finding your website so that you are able to enhance their experience.
You can look at these results in more detail to understand which search engine visitors are arriving from and which keywords are being used. The keyword that the visitor has used will reflect the content listed on your website. If you are receiving visitors for keywords which don’t specifically relate to your product or services then you need to do something about it or you will be receiving a lot of irrelevant traffic.
You are able to track which type of content is being viewed the most on your website in terms of the length of time visitors spend on it and whether they then move to a different page or leave the website.
A website should always provide engaging content for its users so that they build up a good impression of it and are more inclined to convert, whether that is to sign up for a newsletter or purchase a product.
By reviewing the most popular bits of content on the website you can look at additional advertising opportunities or pages where you can focus on enhancing conversion points. In the same way, you can look at unpopular content to understand how it can be improved, either by keyword enrichment or simply rewriting it.
Content is key to the success of any website so you should look at it carefully to understand how it can be made better from a user-experience perspective.
The most important thing about any website is getting a conversion, which is an action you want a visitor to perform. Google Analytics allows you to track conversions across the website to understand how successful it is. It will highlight the number of conversions achieved and will break this down by type of visitor so you know where your most successful channels are.