As CEO Suhail Doshi said: Without data, you're either lucky or wrong.
But we know that most of the time, you're very, very wrong.
Wrongness is a disease that affects your leads, your market, and your return-on-investment.
You're at risk. And even if you think you're not at risk, you probably are. If you or a loved one has been diagnosed with wrongness in website marketing tactics, you might be interested in website metrics.
Web metrics are the simplest way to pathfinding the heart of your customers. This article contains is a quick definitive guide about web analytics, from the very basics to advanced analysis techniques.
Website Analytics Tools
The universal for generating data about your website is Google Analytics.
It's free. It's fast. It's dynamic.
Linked with the world's most powerful search engine, Google Analytics can provide you with key data points regarding traffic, conversions, and entrances/exits.
All it takes to get it running is a simple copy and pasting of code onto your site.
There are also a wide variety of utilities that you can purchase to track what's currently happening on your site, not just its history.
These, however, aren't essential components.
What matters most is that you can learn from the past to work towards the future.
Vital Website Metrics
When someone loads up your site, you can see where they're at, where they came from, what they're doing, and how long they're sticking around.
By analyzing what works for your audience and what doesn't, you can revise and refine your marketing strategy into a conversion machine.
That's the power of data.
The question is, then, what should you be measuring?
Traffic and the Nature of Traffic
Obviously, traffic is the key you want to keep an eye on.
Here are few things you can and should measure about traffic.
- How much you're getting vs. how much you used to get.
Are you rising or falling? Did any sudden changes occur? Did they coincide with something?
- Who they are.
Have they been here before, or are they a new guy?
- Where they're from.
You can get a geolocation report to analyze what audiences you're hitting best.
- Where they came from.
Did someone else link them? Did they come via search engine? Did they type your URL into their browser?
"Bounces" are where visitors come and go immediately. They saw what you've got, and they don't want any of it.
You'll also want to track your particular pages, and how they're performing in comparison to others.
Which pages generate the highest conversion rates?
Also, are you losing too much for each conversion? The "cost per conversion" utility can help you with that one.
One particularly advanced technique is tracking unique events such as clicks on Flash objects or mailto links. This often provides extremely helpful insight into what particular parts of each page work, rather than just individual pages.
Put on Your Thinking Cap
Let's think. You're a business owner, and you want to maximize your leads with your website.
If your website isn't converting or isn't even getting views, you're wasting a lot of money on something that doesn't work.
And how can you know if it doesn't work?
As partners with Google Analytics, we know all about this issue, and we've dedicated ourselves to fixing it.
Don't even think about trusting your gut.
The most effective way to get the most out of your website is to get in touch with a team with years of experience and data wisdom.