Analytics and Reporting
Just driving more traffic is like adding water to a leaky bucket! In order to get more profits, you have to analyze user activity to see why they don’t do what you want them to. Actions (special offers, forms, etc.) need to be defined and measured. Changes to increase actions need to be made and tested. If users don’t stay on your site, your ranks will go down. Google tracks user behaviors such as how long they stay on your site after a search, whether they bookmark your page, etc. You therefore need special reasons for users to take action (such as an exciting offer, free info) and well written titles and descriptions. If you don’t have a good analytics program and on-page calls-to-actions defined, stop in your tracks and do this before investing further effort to drive traffic making any further efforts to drive traffic. Analytics is at the heart of increasing conversions.
Website Analytics
Web analytics is the measurement, collection, analysis and reporting of website data for the purpose of understanding visitor behavior and for making actionable adjustments.
- This is the starting point for increasing conversions
- Google Analytics (www.google.com/analytics) is free and powerful
Top 5 Things We Track With Analytics and Report On Monthly
- Keywords (search terms) people use to visit your site – Quick tip: identify personas
- Top entry and exit pages - Quick tip: add callouts
- Top sites that send you traffic – Quick tip: research similar sites
- How long people stay - Quick tip: increase stickiness
- Goals - Quick tip: define conversions
Key Steps:
- Set up Google analytics and add it’s code snippets to important pages or all pages
- Run Monthly Ranking Reports (to see how your ranks are improving)
- Monthly Web Statistical Analysis/Traffic Reports (informs conversion enhancement decisions)
- Website Submission Form set up with Google Analytics Conversion Tracking (On your website) to document incoming leads. When possible, we recommend that you provide us with your average cost per lead to be inserted into Google Analytics. We will build the form page on your website if needed.
