Any business that wants to be successful needs an online presence, and even though many of them use an analytics tool like Google Analytics to track their traffic, it’s not at all uncommon for business owners to not get the most out of the data provided by their analytics tool. In many cases, they don’t even know what to look for beyond just the total visits to their website.
Any analytics tool worth its salt will provide a much greater depth of data than that, and almost all of it is useful in some way that many businesses underutilize. With that in mind, let’s take a look at some of the most valuable data that web analytics offer, and how you can use it to increase web traffic and, ultimately, your bottom line.
Track the primary sources of traffic to your website to get a better idea of where to invest marketing dollars.
Nobody has an unlimited advertising budget, so it’s important to know where you’re getting the most bang for your buck. Are you getting most of your traffic through paid advertising on social media or search engines? Or is most of your traffic coming from referrals or organic searches? Analytics not only tells you where you should spend your advertising money, but also where not to spend it as well.
Identify and focus on the geographic areas that have the highest conversion rates.
This information provides a twofold benefit. The first is obviously that, if you know certain areas convert better than others, good business sense tells you those are the places you should invest the most time and money. However, analytics used in tandem with a specific call to action campaigns can also provide you with information on why some places don’t convert as well as others.
Learn what visitors who find you through an organic search are looking for.
Most analytics packages provide tools that show you the search terms entered by visitors who find you through an organic web search. By identifying a group of search strings that bring you the most traffic, you can then find ways to add content built around those key phrases, rank higher for those search terms, draw in more traffic, and ultimately, increase conversions. Just as importantly, this will help you save wasted time and effort by showing you the content and keywords that aren’t moving the needle.
Find out which pages most of your visitors are landing on.
Knowing the main search terms visitors use to find your site is only one part of the puzzle because where they specifically wind up is just as important. This not only tells you the types of content your visitors are most interested in but also where you need to focus content and calls to action for maximum visibility.
Bounce rates tell you where you lose customers.
The bounce rate is a measure of the number of visitors who load a particular page and then leave within a small number of seconds. This tells you that whatever’s on that page was of no interest to them, and this not only helps you narrow down where in the sales funnel you lose people and need to make changes, but what is and isn’t holding their interest throughout all stages of the process.
Whether you’re in the business of retail, grant solutions, or personal services, web analytics provide you with all the tools you need to gain a real understanding of how visitors arrive at your website, what they’re looking for, and what you need to do to increase conversions.