Value of Website Analytics

When tracking return on investment (ROI) and measuring conversions, many website owners tend to only focus in on how well they rank for their targeted keyword phrases. It really is shocking when businesses invest marketing dollars into web-design and SEO marketing, without implementing Web analytics plans. Without measuring the results of an advertising campaign or monitoring how your site is performing you are missing a great opportunity to increase revenues and make changes that make your visitors come back.

 

It’s a lot like making a first impression in a social or business environment and not doing anything to nurture the relationship. Before you know it, you’ve lost a friend and you’re scratching your head wondering why they made other friends and moved on. Even though you’ve built a fabulous website, if you don’t nurture it by monitoring your visitors and continually improving your site to make their experience more satisfying, the same thing can happen to your sales—they’ll evaporate and your website traffic will move onto greener pastures.

 

In order to provide a positive user experience on your site, you need to understand your visitors and what they’re doing so that you can constantly improve and evolve your site to make their browsing experience even better. Web analytics doesn’t even have to be expensive. There is a powerful web analytics tool that is available free of charge for anyone who wants t use it–Google Analytics.

 

To get Google Analytics, all you need is a computer, access and an email address. Complete the registration steps, and you are now ready to start measuring how your visitors get to your site, who they are, what they are doing while on their site and from what page they leave your site.

 

Through web analytics, including Google Analytics, you can easily determine:

 

• Which search engines are bringing you targeted traffic,
• What keyword phrases are being used,
• And, what pages are generating that traffic.

 

Another critical indicator you need to measure is your website’s “bounce rate”. The ratio of the number of visitors responding to a campaign who leave a website in a short period of time (often 1 page view or within 5 seconds from arrival) and the total visitors from that campaign is known as the “bounce rate”. A normal bounce rate is typically between 40% and 60%. If your bounce rate is higher than that, you’ll need to make some adjustments to your campaign to improve it.

 

Web analytics will help you increase the overall performance of your site, increase sales and/or conversions and improve on your conversion tracking. Web analytics will enable you to analyze conversion-tracking data, identify problem areas and recommend solutions for getting those visitors to convert to customers at a higher ratio. There are plenty of web analytic tools, but Google Analytics is a great way to get started because it’s free and it works pretty well.

 

Kelly Media Group is a full-service marketing company that offers SEO marketing, direct mail marketing and voice broadcasting integrated with click to call technology.  KMG is a result driven marketing company that provides advanced telephone systems with IVR and call center management.

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