Most of us know that Google is a very powerful tool to help us find information on the internet. But as a website owner Google has a pretty nifty tool that gives information about what is happening behind the scenes of your site.
This information can be used to improve your site and help you see where the opportunities are. Learn how Google Analytics could make the difference between business survival and extinction.
The tool in question is called Google Analytics.
By using Google Analytics on your website a whole window of information opens up to you, and if you are serious about growing your business online you need to make sure you are on top of it.
So how can Google Analytics actually help you? There are many ways, but in the following I will highlight 5 of the most powerful:
It is great to know that your website is popular and that thousands of people view it. But the statistics will show you which pages on your site attracts the most visits and which ones don’t. This information can assist you in giving your visitors more of what they want, and ditch the information they don’t use. If you discover that hardly anyone views the page that you consider to be the most important, you now have the opportunity to make them aware of this page on the pages that they do visit. Perhaps your site is difficult to navigate or perhaps your call to action is not clear enough, or perhaps no one is actually interested. Google Analytics gives you real data that will assist you in providing better content for your visitors that will make them stay longer and come back more often.
If your phone rings and a prospect wants a quote from you, you don’t know how they heard about your business. Was it the flyers you distributed last week, or that expensive new sign you put up, or was it the newspaper advert? You will only know if you ask. But Google Analytics will tell you exactly how people found your website. If a visitor found you via a search engine you will even be told which key word was used, if they found you because of a link from another website you will get details of which site referred you. You can use this information to do more of what works and less of what doesn’t. For example, if you have paid an online business directory to be listed on their site, Google Analytics will tell you how many people found your site as a result. This information will tell you to either drop this form of advertising or increase it.
Knowing where your prospects and pockets of interest is based can also be extremely useful. You may even be in for a bit of a surprise. If Google Analytics tells you that you have a huge amount of visitors from Kazakhstan it may just be an indication that you should consider increasing your presence in Kazakhstan. It might be worthwhile to do some additional form of advertising there and change your service offering to be even better suited for that market.
Your bounce rate is the percentage of visitors to your site who realises that your site is not what they were looking for and searches elsewhere. If your bounce rate is high it could be an indication that you are luring people to your site under wrong pretences, it could also be an indication that your advertising and keywords are set up wrong. If you want a lot of hits on your website just advertise “free sex videos” and see what happens. You will get thousands of hits, but the bounce rate will be close to 100%. Your job as a website owner is to make it easy for your target market to find you and that means bringing your bounce rate down. Oh, and by the way, Google is not very fond of high bounce rates and you can rest assured that this will have an impact on where your site is listed in their search results.
The world (and South Africa as well) has gone mobile. More and more people are using their smartphones and tablets to access the internet. The mobile hit rate will give you an indication of whether the time has come for you to invest in a mobi site. After all, you would want your website to be present in a format that is convenient for your prospects and customer. Ignoring this could drive these prospects to your competitor.
Google Analytics is like the dashboard in your car, informing you of what is going on under the bonnet. Just like you shouldn’t drive your car without checking the dashboard, so you should not ignore the valuable information provided by Google Analytics. Not only will this information help fine-tune and improve your website, it could mean the difference between business survival and extinction.
If you are not sure how this applies to your unique circumstances or how to get started, please contact us and we will be happy to share some further thoughts with you.
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