You invested in a great website and spent time working with designers and web developers to truly capture your brand, but nothing has changed. Your traffic is stagnant, leads aren’t converting and sales aren’t increasing. Why?
In good times and bad, monitoring your website is a valuable way to determine performance, source traffic and receive feedback that can help you make wise business decisions. Whether you’re doing great or struggling to keep up and need to know why —the right analytics can make a huge difference.
The most popular free tracking opportunity for businesses of all sizes and industries is Google Analytics. It provides the opportunity to track many of the important metrics related to operating a successful website. With capabilities like determining traffic sources, calculating key performance indicators and providing insight into average duration and views per page, it’s easier than ever to monitor your site’s performance on the web.
Here’s why your business website needs Google Analytics:
Identify Traffic Sources
Having traffic is a great start, but it’s not the only thing that matters. Where your traffic is coming from also makes a difference. Google Analytics can help you track your traffic sources, offering insight into what marketing is working and what marketing isn’t. It also tells you what most of your viewers are doing to get to your page.
This information can be extremely valuable in identifying weak spots in marketing and advertising that can be bolstered, successful areas that can be perpetuated and even the keywords most important to your operations.
Stay Up to Date on Google’s Changes
As all website owners know, Google is anything but consistent. With frequent algorithm changes that may or may not be announced in advance, or even announced at all, keeping up with Google is often an uphill battle.
Google Analytics makes things easier by helping you to identify what was working before that isn’t now, or what new requirements your site isn’t meeting. For example, if your formerly adequate mobile traffic plummeted overnight, it’s highly likely that Google made a change that’s negatively driving your performance. By understanding your positioning, it will be easy to make the changes necessary to maintain your position in the search engine results page.
Explore Mobile vs Desktop
As Google’s Mobilegeddon update proved —mobile use matters. While desktop ranking was left alone, Google made changes to how mobile sites are ranked. This change boosted companies with mobile-specific or responsive web design and penalized those without.
Instead of assuming all is well, get the scoop with Google Analytics. You’ll be able to see where traffic is coming from across all devices. The information is beneficial to noting strengths and weaknesses across laptops, desktops and phones. Platform breakdown can also help identify areas of improvement, especially when users appear to favor different functionalities from desktop to mobile.
Learn What Your Readers Value
You know your site viewers are invested in what you have to offer, but what information means the most? Without knowing what pages, blog posts and product descriptions are hitting home, it’s hard to know what to prioritize when it comes to site design and product creation.
By analyzing metrics, like page visit duration, you can ascertain which posts and pages are successful and which ones fall short. This data can also help you to identify what visitors landed on your site and left right away and how many stayed to read, absorb and invest in what your company has to offer.
Keeping an eye on performance behind the scenes can be extremely valuable. By understanding more than what you see at the surface you can fine tune what works and tweak what doesn’t. With Google Analytics on your side, you can ensure your site will always stay at the top —no matter how the tides may shift.