So your website is up and running; you have created effective and interesting content, optimized the pages in order for the search engine results to highlight your site, and you’re promoting all of your information using social media. You’ve come a long way, but in order to progress even further, tracking your website’s effectiveness is crucial.
Some important questions to ask yourself are:
- How many visitors are coming to your site each month?
- How are they finding your site?
- How long do they stay each time?
- How many pages do they view?
- Is the money you’ve spent on graphics and layouts influencing your customer in a positive way?
- Which online advertisements are actually leading traffic to your site?
The answers to these questions can help you write better content, feature various new products or clients, ensure brand visibility, and extend your market base. When you know how your website is being used, it is much easier to make enhancements or adjustments accordingly.
Web analytics tools were created to help answer these questions. Whether you use Google’s analytics service or any other— the web-based application is able to collect the data based on the questions we asked in the previous paragraph, and through a variety of calculations, generate comprehensive charts and reports. A fantastic benefit to web analytics is that they are quantitative—they neither sugar coat the shortcomings, nor praise the successes of your website. The data offers businesses well-defined information about the effectiveness of the website they’ve created. Armed with this material, you can restructure your website in order to maximize profitability.
Now that you have the resources to track user behavior, it is important to determine what your goals are:
- What do you hope to accomplish with your site?
- What are the necessary courses of action to obtain your desired outcome?
Try compiling a list or a series of processes that are essential to progressing onto the next step. For example, if you are concerned about not having enough visitors to your website, perhaps your next newsletter or email blast can include a call-to-action. Offer a free eBook or a coupon that provides your customer with a discount on a product or service. These offers not only function as advertisements for your business, but they also drive traffic to your site and could even boost your conversion rate.
Finally, be open with your clients and customers about your ambitions. When you are reaching your goals, let everyone know. When you set new objectives, speak up about that as well. If you’ve modified your webpage or revitalized your campaign, publicize the changes using your social networks.
With web analytics, we can explore multiple facets of online marketing. We can gauge the power of email marketing versus search engine marketing, as well as monitor the effectiveness of blogging and social media advertising. Once we travel down each avenue for a period of time, we are able to determine how useful each method really is in growing your business.
By Sasha Novikov, Creatine Marketing