If you have a business or are planning to start one, you’ll be shooting yourself in the foot if you’re out there without a business website. The world of today is digitized, and more often than not, you’ll get most customers through your website.
In person, it’s easy to see how customers react to your company’s atmosphere, your customer service, and so forth; however, with a website, you can only gauge your visitors’ reactions to it with web analytics. Web analytics is simply the measurement and analysis of your website’s data, which is used to understand and optimize your web usage. Okay, so it’s not that simple, but it is very beneficial to your company’s success.
So, where do you begin? You can start by integrating Google Analytics with your site. This consists of signing up for the platform. From there, you’ll get a code that will need to be installed on each page of your site you would like to track.
With the help of Google Analytics, you’ll be able to analyze your visitor traffic to your site, and draw a comprehensive picture of your audience’s needs. The following are some other ways you can utilize web analytics to improve the usability of your website:
- Site search reports: If your visitors can’t immediately find what they want, they’ll search it, and you’ll be able to see this and analyze what they’re looking for. This will give you the opportunity to add what you’ve been missing.
- Goal flow visualization: What do visitors love about your site? What do they hate? This tool can help you see where visitors enter, what pages take up most of their time, and where they exit.
- E-commerce reports: This report will inform you on what your best-selling products or services are.
You’ll be able to see what your clients are buying, and exactly how they make the purchase (complex or one-click purchases). You can even trace transactions through keywords to understand your customers’ behaviors.
Those are just a few of the tools you may use to help you perform web analytics on your site to improve how user-friendly it is to your target audience. In web analytics, you’re going to want to measure (through metrics), monitor, and react to the data that you receive about your site.
Metrics are anything you can track, like bounce rates or click-through rates. Set goals for your site through the metrics you gather. Obviously, you’ll want to monitor the statistics, which you can do with web analytics tools. In reacting, you’ll have to analyze how you can improve your site. Notice what pages are getting the most attention, and apply what you’ve done to those pages to the pages with the highest bounce rates or lowest hits.
Remember, useful data takes time to accumulate, and there are always fluctuations going on. In addition, don’t make drastic changes because of sudden spikes or drops. If you’re just starting out building up your site, the very first task you should take care of is finding a reliable host that has 99.99% uptime rates.