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Understanding Website Analysis


18. March 2010 18:51

Get into the habit of regularly assessing your website.  Examine your web stats, sales, costs and competitors and keep a record of your findings, so that you can track trends and progress in reaching your goals (You do have goals for your website right?).

magnifying glass

Ensure you make a note of dates when you make significant changes to your website as these will allow you to attribute changes in your traffic and visitor behaviour and you’ll know if the changes had a positive effect or not.

Use your web stats to understand:

  • Who your audience is and where they live (What time zones are they in?)
  • Why they are visiting your website (What search terms do your visitors arrive via)
  • How long your visitors spend on your site (Do they only read one page and leave, or do they spend several minutes browsing your site?)
  • What languages they speak (Are your users predominantly English speaking?)

Understand your audience by examining your web stats; never assume you know your audience or their reasons for visiting.

Google Analytics average time on site

If your website stats do not answer all your questions, you may need to consider using a site survey or even adding your questions to your site registration form if you have one.

Create Goals

Decide what actions on your site constitute a conversion and create goals within Google Analytics to measure these conversions.
Conversions do not need to be sales, they could be user registrations, user enquiries or other actions that have some value to your business.

Easy Wins

After examining your site visitor behaviour, try to determine simple tweaks you can apply to your website to improve user experience and encourage more conversions.

Ascertain what sections/pages of your website are popular with your visitors and try to improve these pages so that visitors are greeted with a page more optimised to their needs, thereby increasing the chances of them converting.

Translations

Google Analytics map overlay

If you discover a large percentage of visitors are from non-English speaking countries, consider adding a translation widget or getting a professional translation of certain pages/sections or even the whole website, don't take the British attitude and assume everyone speaks English!

 

Lead picture used under Creative Commons from somegeekintn

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Category: Web Analytics

What is Web Analytics?


19. June 2009 15:05

Web analytics is a term used to describe the processes involved in recording and analysing how visitors use and discover your website.

Here is the official definition according to the Web Analytics Association:

“Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.”

What kind of statistics will web analytics show me?

  • Geographical location of visitors to the website
  • How they found the website
  • If they found the website from a search engine, what keywords they searched for
  • How the visitors navigate through the website
  • What the most popular pages on the website are
  • The average time a visitor spends on the website
  • The effectiveness of your marketing campaigns
  • How many pages the average visitor browses
  • and many more…

Google Analytics – web analytics from Google

There are numerous web analytics software vendors, however if you intend to use Google Adwords pay-per-click advertising, Google Analytics will draw information from your Google Adwords campaigns and let you analyse how well your visitors are converting, so it makes sense to use Google’s analytics offering.

Google Analytics is a free but powerful web analytics tool.  Google describes it as “Enterprise-class”, but don’t let that put you off.  Even though Google Analytics has a lot of advanced features, it’s quite easy to just stick to the basics and get just the information you need right at your finger tips.

Google Analytics Dashboard

You can even customise reports to show only the data you are interested in and have them emailed to you or a colleague on a regular basis!

What’s more our Search Engine Marketer has passed the Google Analytics Individual Qualification, so we are well placed to help you make the most of Google Analytics.