Gain Critical Insights & Make Smart Decisionswith Website Analysics
Use Website Analytics to Measure Performance and Make Data-Driven Decisions that Grow Your Business
Every successful business depends on meaningful and reliable information to measure performance and make key decisions. Your website deserves the same data-driven decision-making that leads to goal achievement, whether that is generating more leads, converting more sales, or both.
Website analytics can help you understand who your online demographic base is and what they do while visiting your website. This helps you tailor your messaging, refine your calls to action, and evolve your branding and offering to avoid stagnating.
It can also help you connect and build trust with your broader audience by uncovering their needs and challenges. For example, you can understand what search terms they are using to find you, and provide information that is meaningful to them, thus positioning you as an authority in your niche.
Key Website Metrics to Measure Performance, Gain Insight,and Uncover Opportunities
While you can track and collect website data at a granular level, the most important metrics are often the most basic ones. As well, in an increasingly regulated environment regarding consumer data privacy protection, it’s important to carefully consider what data is really essential to track, without putting your users – and your business – at risk.
Who is your Audience?
Many businesses become fixated on the aggregate volume of website traffic. What’s more important is to understand who that traffic is. Why? By knowing who is visiting your website, you can build user profiles that help you understand your website visitors and customers goals, needs, and interests. Having this clarity, in turn, empowers you to improve your:
- Website usability
- Products and Services
- Customer Service
How do your visitors find your website?
Knowing how your visitors land on your website is critical. Knowing this helps you identify:
- Which channels your website is visible to your audience
- How your marketing campaigns/efforts are performing
- Which channels you need to leverage or improve
How much time do they spend on your website?
Knowing how long your visitors spend on your website can reveal a range of useful information. For example, if you have a high bounce rate, this means a high percentage of visitors exit your website after visiting one page. This could indicate:
- Your content does not interest or engage your audience
- Your website offers a poor user experience
- Your website takes too long to load
How do they interact with your website?
Your website should provide a logical user journey that enables your visitors to take specific actions related to business outcomes. For example, you will ideally have calls-to-action that lead visitors towards buying your product, or to inquire about your product via a form. Monitoring where your users are dropping-off on your website informs you if your website offers a clear user journey and to improve your calls-to-action where needed.
How do your Landing Pages Perform?
A landing page is the first page a visitor arrives to on your website. This could be the home page, a product page or squeeze page where you offer a lead magnet such as a free report in exchange for the visitor’s contact information.
There are many metrics you can measure to inform you how your landing page is performing. For example:
- How long does the average visitor spend on page?
- How do they interact with it? (how far do they scroll down, what elements do they stop or click on)
- How well it converts visitors into leads or sales?
These metrics can be found in website analytics platforms like Google Analytics, and you may also want to test your landing pages using heat maps to see how your visitors interact with the page elements.
Another important method of measuring and optimizing landing page performance is to run A/B tests. Experimenting with each element of your landing page using a control and variable element enables you to objectively optimize the landing page for higher conversion. Examples of this would be to test headlines, colors, and calls to action in isolation, to see which version of these performs best generally or in a specific campaign. Rather than formulating your landing page design and content around your own biases, A/B testing helps you evolve your landing page based on how your visitors interact with it.
Which days and times do they visit most?
Knowing when your visitors are most (and least) likely to visit your website is useful in understanding how your users behave and how to shape your marketing efforts around their behavior. For example, if you plan to run search ad campaigns, knowing the peak days and times to run them can maximize their performance.
This would be similarly for social media posting – why post content on your social media channels when few people would see it? Informing your posting schedule around your audience’s peak days and times would result in higher engagement and conversion.
Even if simply considering the best days and times to perform website maintenance to avoid disruptions, this information can be highly useful to your business.
What devices do they use?
Not long ago, people almost entirely visited websites on a desktop or laptop computer. In those simpler days, there was little need to know what type of device their audience used. Today, the Internet landscape is completely different, and in many cases, the percentage of mobile users has surpassed desktop.
How is this useful information for your business? Knowing what devices your visitors are using can help you create optimal user experiences based on their device type. This can mean improving website performance and speed, clickable elements, and avoiding or removing elements that may seem aesthetically pleasing on a desktop screen, yet be detrimental to mobile user experience.
How We Help You Make the Most of Website Analytics for Your Business
Our team is comprised of Google Analytics certified experts who can help you implement Google Analytics (or an alternative analytics platform that is more applicable) for your website. Whether you need essential analytics or deeper level data collection, eXcelebrate can tailor the solution to your specific use cases.
We can also help you achieve compliance with consumer data collection and privacy regulations, offering your visitors transparency and control over what data you collect.