Why You Need to Monitor Your Website Analytics
I’m sure you won’t be surprised that I monitor my website analytics often. Having a business called Spreadsheet Solutions would indicate that I love analytics, graphs, and the like. I monitor all sorts of aspects of my business, but none so much as my website. Why?
My website is my hub. All of the marketing, social media posts and videos point to the website. If someone is looking for my services using a search engine, the website is what they will find. If I meet someone at a networking event, and hand them a business card, you can bet that they will visit my website. You would have spent loads of time or money developing your website, not to mention creating all the content, don’t you want to know if it is working? I need to know what is happening when people visit my website. Here are some things that I have learned from my analytics.
1. How many people visit my website, and how much they view. This is important. Do you know how many people visit your website? Do you know how long they stay on your site for and how many pages they view? This can tell you all sort of things about your website. If people are ‘bouncing’ off from your website, maybe the content is not what they expected, maybe they have found you by mistake. It doesn’t need to be a negative thing, maybe they just found what they were looking for and didn’t need to look around. Knowing what people look at, and how long they look at it for, can give you insight into your visitors’ experience.
2. Where the visitors are coming from. Are people finding your website using search engines? Are they coming from your social media accounts? If you don’t know what is working, how do you know what to change or continue with? Also, when you do a new social media campaign, and the hits from social media increase, it shows you that your efforts have been worthwhile. It also may help you to see which social media campaigns have been more or less successful.
3. What country my visitors are from. Do you want clients from the USA? If not, then monitoring your website traffic can show you if your SEO is successful. I had loads of French visitors, for some reason, but then made a conscious effort to increase my UK traffic. Seeing the UK numbers increase, confirmed that my efforts had paid off. Where do your website visitors live, and are they the visitors you want?
4. Which webpages are viewed the most. This is incredibly important, because it shows me what content my viewers came to see. If a specific page is particularly popular, it shows what is popular, and then helps you to create similar content. It also helps with your marketing, what to promote and maybe what to drop. If you sell products or services, and they are situated on different pages, this can show you exactly which services or products are being viewed the most. Is your biggest seller the most viewed product? If not, maybe you need to address that. All useful information.
5. Annual comparison. Each of the 4 points above are useful to know every month, but even more handy when you can compare, month on month, over a year. Do you have seasonal trends? Do you know if your numbers are dropping or rising? If you don’t, how do you know that action is required, let alone what action? Seeing how the above figures changed over a year really showed me so much about my website. What is good, what needs to change, and possibly what needs to go.
I have recently set up a service to analyse people’s Google Analytics accounts, and produce a PDF report showing them exactly what is happening with their website analytics. I used the service to produce a report for my own website, and learned so much, hence this article. Do you know what is happening with your website analytics? If not, do you have Google Analytics set up? Google Analytics is hands down the best platform to monitor your website traffic, but it can be a little overwhelming as there is loads of data available and it is not always easy to find what you want.
If you would like to set up a Google Analytics account, here are some instructions from Google.
If you would like to better understand your Google Analytics data, in order to have the right information, then take a look at our report.