Maybe you launched your new website a few months ago, or maybe you started advertising it. Maybe you’ve been attending events to promote your online presence.
No matter what your business is doing, at some point, you’re going to want to know how it’s working.
How can you tell?
For far too many business leaders, if they’re honest with themselves, they often can’t.
There may be some measurable movement in online orders, or it might seem like calls are picking up, but no one can confidently point to the reason.
If you’re a business leader, uncertainty isn’t acceptable. You can’t base decisions on guesses. You need facts. You need data.
You need website analytics.
How Does Website Analytics Help?
The first thing to note is website analytics aren’t the whole story, but they’re an excellent start.
With access to the data from your website analytics, you’re able to look at measurements around how your website is performing and the ways in which people are interacting with it.
When properly set-up, your website analytics can provide visibility around which of your pages do the best job generating new sales or new opportunities, how many people are calling you from your website, and which of your offers is less efficient.
Get Started With Analytics
One of the best web analytics tools on the market is Google Analytics. It’s free, integrates effectively with the search engine’s data, and can be set-up many different ways to help you learn what you want to know.
Adding Google Analytics is simple enough, visit analytics.google.com and set-up your account. It will create a code you’ll need to put on your website so it can begin tracking visitors.
If you already have Google Analytics set-up, make sure you have access to it. It’s surprising how many businesses work with web developers who set-up Google Analytics for them but then never give them control of the account.
Once it’s set-up (or you confirm you have access to your analytics), spend some time getting used to it.
It can be overwhelming, but as you look at it, patterns will begin to emerge.
Know Which Metrics Matter to You
Not all data is created equal. Some metrics matter more than others.
Figuring out which metrics matters starts by knowing the outcomes about which you’re most concerned.
If your focus is making sure visitors are registering for events as a result of your advertising efforts, you want to spend time looking at the available data around traffic sources and conversions.
If the focus to sure people take the time to explore the website before they leave, dig into those numbers. You’ll want to understand how much time they spend on the page and how frequently they bounce away.
What to do With the Website Analytics
Knowing isn’t enough. You need to be able to transform knowledge into action.
If your goal is people sticking around and they’re not, you need to figure out why they aren’t. Perhaps the page that causes them to quit is confusing? Or broken? Or maybe there isn’t enough information available?
You need to ask tough questions of yourself and the team. Use the information to guide your review of your website. Your efforts will help you determine the steps you need to take to make things better.
Website analytics coupled with a tool like a session recorder can provide a compelling view into what’s happening on the other side of your visitor’s screen and what you need to do differently to keep them.
If you’re done with being kept in the dark, jump into the light. Make sure you or your team gets your analytics platform set-up and then get aggressive with the data.
Dig around, ask questions of it, challenge your assumptions, and come to conclusions.
Don’t be afraid to experiment; just make sure you keep track of what you’re doing so you can go back to your results later.
When you master your web analytics, you’re one step closer to having control over your marketing outcomes.