Trying to win in the digital space is getting more and more difficult as the calendar year adds on.
The number of websites joining the world wide web is only increasing and the number of contenders trying to reach the top of the SERP’s on Google are a growing as a result of this trend.
Now, when you build a website, it is no longer about having it show up on the web and look pretty. You need a well-thought out marketing strategy that comes along with your online business.
Understanding how your webv traffic are acquired and are using your website plays a critical role in a business’s ability to expand its operations.
Having a strong analytical foundation to assess your visitor’s behavior will help you gain important insights on how to improve any underperforming aspect of your website.
How else can you ascertain the problems with your website without the use of web analytic tools such as Google Analytics or Adobe, and detect problem areas to lower the bounce rate and maximize your conversions.
However, these aspects associated with web analytics can only bring you so much knowledge about the true performance of your website.
Does Google Analytics showing you a high bounce rate, decreasing page views and time spent on page show why these metrics are bad?
It doesn’t, and that is why your marketing strategy will need much more these metrics that are only reach the surface level of your website.
While webmaster’s might be content with a good bounce rate and page views, marketer’s are requiring deeper information on the websites they manage to turn their leads into sales.
Web traffic, leads and sales are the analytical data that marketers invest most of their time on to understand and improve upon.
These analytical data consists of data not only from your website, but also from other channels such as social media, emails, and even offline events.
These analytics are also more noticeably centered on the actual people coming onto the website rather than aspects of the websites such as how many pageviews we are receiving.
As marketers understand the source of where their lead generations are coming from then they will know which platform is and is not working for their marketing strategy.
For instance, a company spending money on hiring email marketing specialists might realize that he is not receiving any important leads through the email blasts the company is sending out.
However, he might then realize that 75% of his website visitors are coming from social media platforms such as Facebook and Instagram, so instead of investing in email marketers, he will begin spending more on hiring better social media professionals for a better ROI.
But just because a landing page is attaining more traffic from a specific channel doesn’t mean they are actually good for business.
After all, how great is a high volume of traffic if none of the leads are making any desirable action such signing up for an email list or purchasing your service/product.
That is where you will need to return to your business web analytics to understand what type of visitors are making the most actions on your site.
Perhaps even though there are less people coming through email links, there is a higher conversion rate from this channel.
In that case, the owner should rethink decreasing his investment in email marketing.
Google Analytics is still by far the most popular web analytics tool of use today in the online world.
It is completely free of charge and maintains its reputation as the most reliable data tracking tool that businesses can depend upon.
This can be attributed to its strong capacity to discover all the available channels that are linked to your business in the digital space.
Meaning that there is nothing this tool won’t fill in regarding your web traffic, SEO/PPC keywords in use, audience tastes, and web optimization
1. Keyword Analysis:
With its amazing keyword analysis, you will be able to ascertain the keywords you are optimizing for that users are searching for to reach your website, and also keywords that are not on your list.
And then comes the easy part of just optimizing your content writing around the right keywords that are bringing a higher volume of traffic, have less competition and are ranking your pages better.
This will improve your knowledge on which keywords that you haven’t considered to focus your attention to rank for on the SERP’s.
2. Visitor Segmentation:
How effective can you possibly regarding your the websites you build and manage if you don’t know where your traffic is coming from?
Luckily, you can segment your visitors from new and returning users or the different channels that your inbound traffic is coming from such as, organic, paid ads, direct, referral or social media platforms.
If your running paid ads on Google which is taking a portion of your budget, but realize that the majority of your conversions are coming from social media channels then there is probably no need to spend money on online advertising.
What if most of your audience are older individuals coming from Bing/Yahoo rather than social media, but your spending most of your time making posts, videos and advertisements on social media?
How about if you’re running an e-commerce store with products higher than the average price, but your visitors are primarily lower-income people?
Most owners would see that as a good indication to lower prices in order to increase business sales.
The user’s location which the data also provides is a great insight for business owners to understand the tastes of visitors that are coming mainly from a certain area.
Perhaps businesses will realize that rearranging the structure of the services and website design will be required to build up a base in a geographical area which the data shows is not embracing the products.
The value the data will bring to your business lies in the time you save not investing your time and money on inefficient areas.
3. Webpages Audit:
Why allow your underperforming web pages to continue hurting your entire website’s ranking if you can just remove them?
GA provides you the capacity to detect which web pages are responsive and whether your marketing campaign is guiding visitors to these pages or the bad ones.
You’re only asking Google to not permit you from reaching the first page if you continue to allow the pages that your visitors are bouncing off from in mere seconds to remain on your running on the site.
How about the links that the data shows are not working properly anymore and sending users to a non-existing page (404 error).
Achieving a high quality UI/UX for your visitors will only be made possible by using the data to its fullest and that is by getting rid of inefficient and unwanted pages that will tank your business.
If Google Analytics is not a sufficient web analytic tool for you then there are plenty of other tools that will get the job done as well, such as Adobe, SemRush, and etc.
The one thing these data tracking tools have in common is that they are now more necessary than ever as companies are increasingly more reliant on big data for their business goals.