What we call online is a vast ocean. To enable your website to thrive there and to help your business reach shores of prosperity, you must have some tools, just like a boat with tools like GPS system and speedometer.
If your company has a digital presence, it must have tools to measure the effectiveness of your website. Yes, there is a free tool that allows you to better understand and analyze the performance of your site, i.e., Google Analytics. And trust us, Google Analytics can be regarded as backbone of your Digital Marketing and you would not want to loose out on it.
Here are six categories of indicators that can analyze and track the performance over time, once you have integrated Google Analytics into your website:
Any business that has a website wants to know how it performs in terms of traffic. In theory, the more traffic you get more are your chances of getting sales, online or via your other distribution channels. Google Analytics gives you generic traffic statistics data on your site for a particular period (hours, days, weeks or months):
- Number of sessions
- Unique visitors
- Average number of pages visited by the user
- The average duration of a session
- The percentage of new sessions vs people coming back
- Bounce rate
The tool is user-friendly and easy to handle. You can change the duration of reporting period, compare this month’s performance to the previous month’s or the same period of the previous year, and so on. Thus, you can improve the analysis of your website’s performance.
Composition of traffic
If you wish to invest in AdWords campaigns, banners re-marketing or even in a traditional marketing approach (radio, TV, print), it is important to know your present and prospective customers. Google Analytics is a wealth of information at this level, to learn more about the users of your site:
- Geographical origin (country, city, continent, subcontinent)
- Frequency and most recent visit on the site
Google Anaytics will also tell you the device your customer uses to access your website. This information can later be useful if you are targeting a advertising campaign via social media, or with an emphasis on mobile devices.
Where are the users?
How does your visitors find your website? Through which channels? This is of ultimate importance since it shows which are the most profitable channels for you.
- Natural or organic traffic
- Direct traffic
- Social media
- Referral traffic, third-party websites
- Email and newsletters
- Pay campaigns (AdWords)
One can also dig for more information on the keywords used to land on your site. You can combine Google Webmaster Tools with your Google Analytics account get this information.
Behaviour in traffic
We know who browses our site, from which device, and for how long. We also know how they found us, and using what keywords. But once on the site, what do they do? With Google Analytics, you can dig for more information about the pages the customer visits, what interests him the most, and also, what makes them leave the site abruptly? Google Analytics will enlighten you in these regards, thus enabling you to redirect your advertising spending and leverage your present resources.
Finally, it is important to measure the effectiveness of your digital marketing efforts, which does not always mean it is calculated by sales. If your website is transactional, we obviously seek to measure conversions from your booking engine. But conversion can be calculated for various actions you want from the Internet:
- Download a map of the destination
- Subscribe to your newsletter
- Fill an order or quote
- Click a button that leads to a promotional offer
A final element is to emphasize the availability of real-time data on your site. This is a functionality which can be interesting at a product launch, or when you make adjustments to your website: new promotion, new campaign pointing to a dedicated page, distribution of a press release or special initiative on social media, etc.
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