Everything is in place – the website, email marketing, Google listing, and social media posts – but how well is your website actually performing.
It is here that analytics are vital, there is no point making all that effort if it is not translating into the right sort of web traffic, namely new or repeat customers.
Google Analytics will give you a fascinating insight into how your website is performing – and best of all it is really simple to use, and free.
The tool, which can be set up by the team at Red Box, allows you to see where website visitors are coming from, what they are reading and how long they stay.
The information provides an invaluable insight into what really works well for your company and where to focus future efforts. Here’s a quick look at the most important aspects measured:
This is the number of individuals who have visited your website, ideally, you would want to be seeing month-on-month growth as the site reaches a wider audience.
This refers to how long people stay on your website before clicking off. It’s important because if visitors leave straight away, the content is not what they were looking for and this could affect your Google ranking. Bounce rates should be around 20 percent.
Are your customers interested in what your website is saying/ selling? This metric tells you how many pages visitors looked at. As a rule, the longer a customer spends on your site, the more interested they are. It is also possible to view which pages receive the most visits allowing you to hone marketing material, keywords and calls to action.
Google Analytics allows you to see the sources of traffic to your website and how much is coming from each social media outlet or via a Google search. This allows you to work on the most effective communication channel or develop a better engagement strategy.
Conversion/ goal rates
This aspect of Google Analytics maps out the ultimate aim of the website, such as a customer completing a sale or submitting an information form. Where the traffic came from, the pages viewed and the keywords used ahead of conversion are of vital importance for planning future developments.
By using Google Analytics, and continuing to monitor the performance of your website through it, you can continue to tailor your content and marketing to draw in more customers.
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