The idea of tracking and interpreting website analytics can be overwhelming, but when you know what you’re looking for and what the numbers mean, this task becomes very valuable. Site analytics can help you understand your target market, enhance your SEO campaigns and generate more leads.
There are all kinds of site analytics that can give you an inside look at how well your site is serving your business. But for starters, here are a few basic analytics you should start tracking right away.
The most basic analytic is site traffic. Knowing how many people visit your site will give you a good idea of how big of an audience you are working with as you work to attract people to your pages and make sales. This number can also help you gauge the success of various marketing campaigns.
Popular Pages or Posts
Knowing which pages your visitors view the most will tell you what kind of content they find valuable and what they are looking for when they visit your site. This information can enhance content marketing and sales strategies and help you create more of what works for your market.
Referral sites are the sites that people are on before they click over to your site. So for example, an industry blog may include a link to your website and refer its visitors to your site. Referrals often come from social media, blog posts, news articles and ads.
When you look at where your visitors are coming from, you can increase your advertising or link-building efforts for those sites to attract even more traffic.
Once people are on your website, what are they clicking on? Track which links, buttons, forms and menu items get the most clicks. This information will tell you how people use your website, which will help you make it more effective. It will help you know if your menus are easy to use and where you could use some extra sales copy or a more simple form for better results.
If you are trying to generate leads on your website, tracking conversion rates is extremely important. You need to know how effective your landing pages or forms are, and conversion rates can help you understand this.
Watching conversion rates over time will also help you discover what kinds of digital marketing campaigns, like SEO or social media, are helping you increase leads so you can continually improve your efforts.
Finally, track bounce rates for your website. A bounce rate is a percentage that represents the number of visitors who leave your website after visiting only one page on it. In other words, the people who enter your website and then leave it from the same page.
A high bounce rate could mean your content isn’t engaging, visitors can’t find what they need, people don’t want to make a purchase or visitors aren’t persuaded by a landing page. Working to decrease bounce rates and improve exit pages can help you keep visitors on your site longer, which can increase engagement and conversion rates.
These basic analytics will help you begin to see how well your site is performing and how you can make your digital marketing stronger. Over time, you can start tracking other statistics to delve deeper into your site’s performance.