Few will argue that a website is an essential tool for doing business today. But without another tool – web analytics – it’s anyone’s guess how effective your website is in helping you achieve your business objectives. Web analytics tools, such as Google Analytics, which is a free product, track website traffic and performance to help you learn if your website is attracting the visitors you intended. Further, it shows if they’re using your website as you had planned, to advance your business. And data collected by a web analytics tool can guide you in tweaking your website to make it a more powerful machine for converting visitors into customers.
Web Analytics: From the Basics on Up
On a basic level a web analytics tool keeps count of the unique visitors who come to your site on a daily basis and allows you to view trends over time. But today’s tools do far more than the website visitor counters of the World Wide Web’s early days. Web analytics also keeps track of the amount of time each visitor spends on your website. Are visitors leaving your site quickly or do they linger? And where on your site do they spend the most or least time? As it follows your visitors from page to page of your website, a web analytics tool keeps track of the actions visitors take in various parts of your site. This offers you valuable insight into ways to improve your site, for instance, to better direct them to landing pages that have a good conversion rate, to increase your site’s income potential. And how did visitors find your site? That’s another important piece of information web analytics provides. This information can help you grow your business as it reveals opportunities for further directing your intended audience to you. theywhere on your site do they spend the most or least time? your website. Are visitors leaving your site quickly or lingeri
Keywords: A Key Component of Web Analytics
Use of keywords in your content plays a significant role in drawing visitors to your site. Web analytics tell you which keywords pull in the most traffic and which keywords are less effective. This information gives you the feedback you need to better optimize your content—that is, creating content with the keywords, or search terms, that your ideal customers use when looking for the products or services you have to offer. Keep in mind: Analyzing for keywords isn’t a one-time-and-done exercise. Web analytics is a continual process. Over time, keyword usage changes. And your web content needs to change with it. Freshly written, valuable content optimized with the right mix of keywords will help your website rise in search rankings.
Digging Deeper with Web Analytics
You can dig as deep as you want with the web analytics described above. For instance, you can analyze each source of traffic to your site in terms of which sources result in the best conversion rates.
Do you advertise? If so, web analytics will help you measure how well each of your ads directs traffic to your website and specific landing pages. And, more important, which ads are worth your continued investment in terms of generating income. You can conduct the same type of analysis of keywords and links from other websites.
You can also compare your landing pages to determine which result in the most sales.
Without this kind of information, you won't know what's working and what isn't.
But with this information, you'll know what's effective and what isn't--and what you need to develop a better performing, income producing site.