You put in all that time and effort to build your website, but do you know how your website is really performing?
Are you saying to yourself, “I don’t care about those things as long as people call me from my website”? Well, you should care. You REALLY should care.
Ignoring your website’s analytical insights would be similar to not looking at shoppers’ habits in your physical store. Of course you want to know how many people came into your store, how long they browsed your products, and how many walked in and immediately walked out.
This information is paramount for your business’ success; you need to understand your customers’ behaviors so you can better serve them.
Since you can’t track down every website visitor and ask them how their experience was, you have to rely on web analytics and the insights you can draw from them. You can use this information to build a better website, track digital campaigns to see how successful your marketing efforts are, and create a better overall user experience, ultimately leading to more customers and more sales.
Analytics can tell you so much about how users interact with your website! One of the best ways to use the data is to help tell the story of who your customers are, how they came to your site, and what they did when they got there. To do this, you will want to know what the metrics in analytics are and what they mean.
These Key Performance Indicators (KPIs) can give you a snapshot of what visitors are doing on your website. Using these KPIs, we can begin to understand a bit more about your customers, how they find you, and how they interact with your website and the information it provides.
It’s difficult to get a picture of the “average visitor” to your website since you can’t actually see the people who click. Using reporting programs such as Google Analytics, you are able to see visitor demographics including Age, Gender, Location, and even User Interest! These pieces of descriptive information help to paint a better picture of who your visitors are. By analyzing the behavior of these visitors using the metrics above, you can better tailor your content for the right customers.
Knowing how visitors came to your site and what they did there is important in planning and reworking your digital marketing efforts. A snapshot of the performance of each marketing channel – avenues such as Paid Search, Organic Search, Social, and others that visitors take to get to your website – can let you know which marketing efforts are sending relevant, actively engaged visitors to your site and what campaigns need to be adjusted, such as increasing your Paid Search budget to drive more local visitors to your website.
Now that you know who your visitors are and how they got to you, you want to know what they did on your site. A snapshot of this can be found in the site content breakdown. The content breakdown report shows KPIs relating to how the visitor interacted with each page of your site – did they flow from one page to another? Did they immediately bounce off? Where did they enter and exit? Having a better understanding of the more popular pages of the site, as well as the less popular pages on the site, can show you which pages can be changed to provide a better user experience.
Combined, these 3 “Who, How & Where” factors help tell the story of your website’s performance. Using analytics to tell the story of what a visitor does on your site allows you to make data-driven decisions on how to adjust your strategies and move forward with your digital marketing initiatives.