In order to improve your website to gain more traffic, it is essential to understand what is working and what isn’t working so well. Without taking a measurement of how you are doing so far there won’t be any clues to help you develop and expand your online presence.
Being aware of how much traffic you are getting and where it is coming from, will aid you in knowing what is working and what isn’t. Google Analytics is one of the top free tools for measuring traffic and actions on websites. It will provide you with information such as:
- how many visits your website has had
- how many of these visitors are new to the site
- how long each visitor stayed on the site
- how many pages each visitor viewed
- the bounce rate (bounce rate is when a visitor leaves a site after viewing just one page)
It is also possible to examine the keywords that were used by visitors to find your website in the first place. If the visitors came to your site through a link, you can also see where they came from.
Before making changes to your site, it is key to take a baseline measurement of how your site is performing currently for your keywords. If you don’t know how to do this, ask your SEO provider to help you out with this. Many people don’t want to get involved in the nitty gritty technical parts of SEO, they’d rather have somebody else do it so that they can get on with attending to the other tasks of their business.
Another function of Google Analytics is that it will show you whether visitors are going to your sales page and what they are doing on it. This needs to be set up, but it can provide some invaluable information about what needs to be tweaked on your sales page for a better performance.
Google Analytics is easy to use once it has been installed. Depending how your website has been created, it could just take a couple of minutes to install in on your site, or it might need to be added individually to every page. However, you will find it is worth it as it brings you back information that your site and business can really benefit from.
Since the beginning of the Internet, page views have been used to figure out how many people have viewed your website. Since that time, newer and better systems have been developed to give us a more detailed insight into website visitors.
In June of 2009, Google unveiled Google Analytics Event Tracking. The system is designed to make it possible to garnish an insight into what website viewers and customers are doing on each page of a website. Tracking is everything. Without understanding how a website is being used, it’s impossible to optimise conversions. Event Tracking makes this possible, with ease.
An example of this could be a website that allows file downloads. Event Tracking would allow you to record the number of people who have downloaded specific files (it also collects detailed statistics on these people). A website that allows people to play videos would be able to track the number of times a video has been played, if the video is paused, restarted etc. Using this technology it’s very easy to see that if a web page receives 100 views and the video is played only once, there’s a good chance something on the page is putting people off playing it – perhaps it’s time to switch the colour scheme or placement of the video box.
Utilising Google Analytics Event Tracking can take web pages to the next level. Instead of relying on relatively obscure metrics, it’s now possible to track specific actions performed on specific web pages and to optimise these to their fullest.