Google analytics is a powerful method of analysing of how well a website is performing. In addition to displaying data on where visitors are coming from and what they are doing on a site, it is possible to track goals.
Goals can be set for each website, so that your own measure of success can be recorded. It might be that on a website you believe that going to the sales page and making a purchase is the ultimate measure of success. Google Analytics will allow you to set this goal into the dashboard, so that you can track how successful your site is in this.
Other goals that you might want to use and record are:
- when a visitor completes an online contact form
- when a visitor requests to download your free ebook
- when a visitor spends more than 3 minutes on a site
- when a visitor displays a ‘thank you for your purchase’ page by having purchased an item
Most sites are set up in a unique way with different forms and information available. So for each site there will be a difference measurement of success.
Another way to set a goal is to use a ‘funnel’. This means that a user would have used a set route to get to the destination on your site. This enables you to measure the success of landing pages for example. Access to this type of information can improve your conversion to sales on your site and this is why SEO experts find it so valuable.
If a particular site has a lot of traffic but a conversion rate of only 0.01 to sales, then with the use of goals, it is possible to tweak and measure the success of changes by understanding where web visitors are going.