Welcome to the next article about the important components of your website. Our previous article looked at content and search optimisation of your website. Now it’s time to look at analytics and analysis to help you understand more about your customers and their online behaviour.
ANALYTICS AND ANALYSIS
Google Analytics helps you understand your customers and best of all, it’s free.
The worst thing you can do to a website is to build it and then leave it to sit there with the same content for the rest of the time. Google Analytics helps to understand your customers, understand their behaviour on your website, understand what part’s they like and don’t like, and also better educate any decisions you make. Best of all, it’s free.
Google Analytics provides invaluable data about how visitors are interacting with your website. It’s a great tool to help maximise the traffic to your website, and use insights into your customers’ behaviour to better inform your website content decisions.
Some key questions you can answer through Google Analytics:
Where is my traffic coming from? This will show where people are finding your site and will help to ascertain if your audience is coming through social media posts, Google and other search engines, or referring sites. You can then focus your efforts (and marketing budget) on the ones that are working.
Who is visiting my site? You may know who your physical customer is, but your online customer could be very different. This tool shows you demographic and technology-based data that will help you refine your target market in advertising strategy.
How long do people spend on my site? This will tell you whether the content on your page is engaging, where the people are finding the information they need, and whether they are clicking through to other parts of your website or if they are exiting straight away.
Sound complicated? It’s not.
Google has a very helpful and intuitive dashboard that lets you look at all sorts of data in a number of ways. Well it might look tricky at first, it’s easy to learn how to use and there’s a huge amount of instructional videos, tutorials and articles to get you started.
Now that you know a bit more about the analytics and analysis of a website, let’s take a look at the best metrics for small businesses.
If you’ve missed any of the previous articles in this series, just click on any of the below links.