A Guide to Google Analytics

by Tony Hill

Website analysis provides business owners with useful insight into their website visitor's behaviour and site performance. With a range of free analysis solutions available to businesses of all shapes and sizes, it is no longer acceptable to simply ignore what your website visitors are doing online. Many business owners choose to use Google Analytics; a solution that generates detailed statistics on key areas of your site traffic and user behaviour. Using analytics to understand what is working well for your site and what you could do better will help transform your website into a powerful sales generating tool.

Google Analytics contains an intuitive user interface that provides admin users with easy access to all key data and information about your website. Analytics keeps track of how all visitors find your website and breaks down the top ten keyword searches by users and outlines any link referrals from external websites. Google Analytics allows you to track the effectiveness of digital marketing programs including search engine optimisation progress, pay par click advertising effectiveness, email marketing statistics and plenty more.

Google Analytics goes as far as to track the user's journey through your website and provides insight into what your visitors are doing, including the most visited content and searches made via your site. You can adjust time periods to gain a more holistic overview and compare metrics over time. Comparing metrics over time from month to month and year on year proves to be a useful indicator of how your website is currently performing. However, comparing metrics across time only proves useful when there is a sufficient amount of data to analyse. When there is not a sufficient breadth of data to take into account small variances, using analytics can prove to be misleading.

It's important to set clear analytical goals and identifying the traffic funnel to your site. This funnel will allow you to identify the drop out points and, through multi-variant testing, allow you to remove conversion bottlenecks and increase enquiries and conversions.

It is crucial to understand your websites goals and to streamline the enquiry process as much as possible. Using analytics will allow you monitor key performance indicators such as traffic, unique visits, the number of new versus returning visitors, bounce rates and so on. You will consequently be able to assess the effectiveness of marketing initiatives and streamline the user journey through your site with the aim of optimising the number of enquiries and conversions.

web design agency and SEO kent are currently being researched by Tony, an online marketer

Article submitted Wednesday, February 22, 2012 & read 2 times.

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