If you have a website and I would suggest that all business do, then you need Google Analytics. After investing so much money, resources and time in your new website, how do you know if you are getting the Return on Investment you need? Is your site working hard for you, how do you capture more leads?
In simple terms here are just a few of the many questions about your website that you can answer using Google Analytics.
- How many people visit my website?
- Where do my visitors live?
- Do I need a mobile-friendly website?
- What websites send traffic to my website?
- What marketing tactics drive the most traffic to my website?
- Which pages on my website are the most popular?
- How many visitors have I converted into leads or customers?
- Where did my converting visitors come from and go on my website?
- How can I improve my website’s speed?
- What blog content do my visitors like the most?
But how does this translate into useable data that will make your website one of your most valuable business tools?
1. Analytics tracks how people find their way to your website.
Analytics tells you where your visitors are coming from (a Google search, PPC, Social Media, a visit on your Yelp page or a link from an e-newsletter) and which pages on your site they are landing on (homepage, contact us page, about us page, etc.). This information can help you take advantage of these traffic sources and optimise the pages customers are landing on. For example, you can measure the effectiveness of advertising or a social media campaign’s ability to drive people to your website to make a purchase decision.
2. Analytics tells you where your website needs improvement.
Each page on your website contributes to your ultimate business goal: creating new customers. Analytics can tell you how well each page works and contributes to lead acquisition and which pages need optimisation.
If you have an important page that describes your products and services, Analytics can shed light on its performance by:
Analytics can tell you how long people spend on the page.
If people are only spending a few seconds on the page, maybe you need to work on your copy, add a few pictures, or have the page custom designed for higher impact.
Analytics can tell you how much traffic an individual page receives.
If an important page is only getting a small amount of traffic, maybe you can drive more traffic by creating a specific social media campaign that links directly to that page.
3. Analytics helps you keep up with Google’s search engine changes.
Google’s search engines have changed a lot over the years and they are constantly evolving. In recent times, it has aggressively updated its search algorithm with the aim of providing the best possible search results for each user.
Google’s updates are named after animals: Panda, Penguin and Hummingbird for example. These updates penalise websites that try to rank highly using cheap tricks rather than offer useful information to website visitors. Analytics allows you to track increases and decreases in your traffic from search engines, as well as other signals that show if your website has been affected by an algorithmic update.
4. Analytics tells you how many of your visitors use mobile phones
The huge increase in people using smart phones to access the internet means you must be suitable for mobile viewing. In fact Google’s update in 2015 which was affectionately known as #Mobilegeddon massively affected the visitor numbers of thousands of websites. By using analytics you can see how many users are accessing your site by mobile and you can make an informed decision on how far to go on producing a mobile responsive version of your site.
5. Google Analytics is free!
While they do have a premium account option the basic Google Analytics is absolutely free, there aren’t many analytical tools as powerful as Google Analytics that are free so get installing now…..
For more information on how to install Google Analytics Moz have a great blog post
If time is pressing we can do the number crunching and create monthly analytical reports on your behalf please get in touch for more information