Web analytics is the process of collecting, analysing and reporting website user data. Its main purpose is to better optimise your site to meet your business’ goals, allowing us to understand and measure the success of online marketing. It provides us with important details about our website’s traffic, such as: how many people visited the site, how many of those are returning users, how they came to the site, what they searched to find the site, how long they stayed on a given page and what page they were on when they left the site entirely. Simply put, web analytics provides us with actionable insight that we can use to further our customer base.
Imagine that you need a new lawn mower. You visit a DIY superstore to check what products they have. Unable to find the lawn mower display, you wander around the gardening section for a while before finding the lawn mower display a short while later. You consider the range, find the prices a little steep and leave the store. The store manager would have no idea what you wanted, how you tried to find it or understand why you left the store. The manager has no data to better improve the sales process in the future.
When you visit a website, you leave useful information that helps the website owner to understand what led you to either make a purchase or go elsewhere. It may well be that a large proportion of your potential customers leave the website on a particular page, or that another page encourages a higher than average number of them to contact you. In our previous blog, we introduced the sales funnel and why this is an important tool in understanding the performance of your website. The application of web analytics can help with the understanding of your sales funnel as well, breaking it into its component parts to see if, and how, your users move through the sales funnel.
There are countless analytics tools available to you. Google Analytics has gained ubiquity of usage, though unfortunately many people do not use the tool to its full potential. When custom reports are built with your goals in mind, analytics can be potent in optimising your website and sales funnel. Regardless of how well your website is performing for your business, you should always be looking to use analytics to enhance your online marketing success.
Google Analytics is installed by setting up an account with Google and adding a short piece of code to your website. This is a simple process, and I’d be happy to offer guidance free of charge. Contact me here.