When you decided to employ a website, one of your goals became to drive qualified traffic to it. If it isn't, then what are you doing? If you are using your website in the appropriate manner, then subscribers and conversions are things you begin to familiarize yourself with. This is where analytics starts to play an important role in your lead and customer acquisition.
Simply put, if you don't have analytics, then you really don't know what's going on with your marketing strategy; it's similar to running blind in a bull run. You're going to get skewered. And in today's competitive and data-driven environment, you want to have website analytics in place to ensure your website and chosen marketing strategy are delivering expected results.
An analytics program integrated into your website helps you to know who is visiting your website, how they're visiting, and if they are actually doing what you want visitors to do when they come to your website, and it's not hard to see that this information is very important.
Google Analytics gives you a full view activity of your hourly, daily, weekly, monthly (and more) lead activity by showing you the results of your spend on marketing. Analytics also allows you to determine the strengths and weaknesses of your marketing and set goals so that you can track your progress. In this post, we'll focus on the importance of integrating website analytics into your website.
Why Google analytics? Because it is the most comprehensive, robust, and informative analytics package that you can have and it is free. While there are other analytics programs that you can integrate into your website, Google analytics is at the foundation of all of them. And if you visit some of the biggest websites in the world, all of them are using Google analytics in addition to other analytic programs. So you are able to harness the same information as the larger organizations to optimize your own marketing.
Getting started with website analytics
Firstly, you want to create a Google Analytics account, generate a tracking code for your website, install the tracking code and wait for approximately 24 hours before results start to feed through. Now, this all sounds like a lot of steps, and a complicated process. However it's actually very simple, it's just a matter of typing in “google analytics” into your search browser which will then take you to the appropriate site and Google walks to you through the process and within five minutes you have a tracking code on your website. However, you can also ask your website developer for help.
In fact, adding an analytics code to your website, is like adding a picture to your website. The process has been made easy because it is something that a lot of people will need to do in order to get the information that they would need to optimize their marketing and or their business.
What Google Analytics Shows You
Knowing how your visitors interact with your site and understanding how they find your website is vital to your success. And if you don't know how your website visitors are engaging with the pages on your site, and the content that you spent time to develop, it becomes difficult to make adjustments that can help you. In effect you are operating without sight. And this is where analytics becomes an imperative tool. Here are basic information that Google Analytics helps you in tracking:
Who visits your site?
This information will help you when making a custom design for your website; you can use this data to ensure that your site is compatible with your audience. For instance, if most of your audience doesn't have Flash support, then you should avoid adding a flash element on your site. And today, you definitely do not want to use any flash elements and your website due to a whole host of reasons.
How they interact with your site
It allows you to track what users are doing on your website, how quickly they're leaving your site, how long they're staying on specific pages and numerous other factors. With this information, you can start to focus on the more engaging content, that you see people are interacting with on your website, and use it to drive more of the qualified leads that you want to engage with
It will improve your page views and reduce your bounce rate (the percent of users that exit your site on the first visit).
How do visitors interact with your content?
Website analytics shows you which content of your website visitors find the most valuable and lets you know of which content on your site may to repel visitors through the ‘bounce rate' and ‘time spent' metric. It shows you what percent of the visitors clicked on which link on your website and much more.
With this information you can work your content around your users when you see visitor interactivity. You can concentrate on the strategies that work for your website and eliminate the ones that don't work.
How do people find your website?
Google analytics shows you where your visitors come from, for example, direct links, search engines, referral links from another site, and many other sources. It also reveals to you what percentage of your audience came from each of these sources.
It shows you which search engine drove more traffic; Yahoo, Google, or Bing if it's from the search engine category. It also lets you know if your top referral source is from an external website, so you can consider having a partnership with that website or building a campaign to cater more to wards that particular lead source.
Google Analytics gives a thorough insight into your business and your website. When you use analytics, you stand in an excellent position to know what is sitting in online oblivion and what is driving success; what is working and what isn't working. Grab hold of Google Analytics, set goals for your website and monitor your progress to move to the next level.
Additionally we are available for questions in case you have concern about using Google analytics, or find it difficult to implement.