Making Use of Operative Tools for Web Analytics

Web analytics is a complex subject for the beginner. It’s necessary to determine where you’re going to take your website next, though. Unless you’re going to make everything hinge on a piece of content going viral, you’re not going to succeed if you don’t know as much as possible about where your visitors are coming from and what they’re doing.

Google Analytics is your main operative tool for finding out about certain aspects of your website’s popularity. It boasts an 82% market share, so you can’t afford to ignore it.

The Benefits of Knowing

· Use web analytics and you know what’s working and what isn’t.

· You can pinpoint certain areas of your website which are failing or succeeding.

· It removes the need for costly trial and error procedures.

· You have an accurate picture of your conversion rates.

These are the main benefits of using web analytics. Next, we’re going to look at some of the main metrics you can track with a comprehensive program like Google Analytics.

Web Analytics

Site Search Reports

The site search report is essentially a customer service action. You’re asking them what they want without actually asking them. If you have a search function on your website, you’ll be able to get an idea of what sort of content they want.

This is only one type of search report, though. Another key type of search report is your incoming search terms. This has been heavily restricted in recent years due to privacy issues, but there are ways to get around these restrictions if you’re willing to delve deep into the dark corners of the Internet.

How can you compensate for the lack of information about incoming search terms?

· Use the site search and you’ll get an idea of what they want. Many people will use the same keywords as before.

· What are people talking about on your social media account?

· Ask people directly. The old-fashioned way of gathering web data is to reach out to your customers personally.

Goal Flow Visualization

Goal flow visualization is defined as finding out what your visitors love about your site and what they’re trying to find. A site search report will only tell you so much about what people want from your site. Many people don’t even perform a site search. They click through the pages and use the menus instead.

Goal flow visualization provides you with individual page information. It tells you where visitors entered your website and what they’re doing. If someone spends five minutes on a single webpage you’ll know about it.

Over time, you’ll build up an idea of which pages are getting the most traffic. This will inform you of what changes you need to make, and you can find out more about this.

Combining Reports

These reports need to be combined to help you understand your metrics better. There are other aspects of web analytics you also need to bring into the mix. Let’s take a look at them in order of importance:

1. Social media. You have to know how much traffic your social media accounts are getting, and how much traffic they subsequently bring to your website. Social media is the most important part of SEO and getting noticed.

2. eCommerce reports. In other words, these are your conversion rates. Lots of traffic serves no purpose if it doesn’t lead to you selling your products and services. You can calculate this based on the number of people who contact you too.

3. Bounce rates. This gives you an idea of how many people are finding your website and turning around. High bounce rates usually indicate you’re reaching towards the wrong audience.

Proper Web Analytics

So you’ve found out everything you need to know about your worldwide and local web analytics. Now you have to know what to do next. Here are a few tips for what you should look at.

Make sure social media features prominently on your website. We can’t stress enough how much of a factor social media popularity plays in traffic levels and where you rank in the Google search engines.

Design your website right. If there are lots of barriers to entry, such as being forced to give the site a Facebook ‘like’ people will go the other way. They won’t put up with this sort of treatment.

Your website should always be responsive. It should adapt to iPhones, iPads, and all manner of mobile devices. More and more people browse on the go, so it only makes sense to ensure your website adapts to this.

About Simon Brisk

Simon Brisk runs a successful online marketing firm besides which writing on various aspects of SEO and online marketing is also a passion of his. He feels knowledge is a wealth best shared with everyone.

One Response to Making Use of Operative Tools for Web Analytics

  1. Spook SEO says:

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