Web analytics provides comprehensive information about your web traffic and is fundamental to managing a successful website.
Google Analytics can be used to optimize PPC campaigns, improve conversion rates, monitor the effectiveness of search engine optimization and determine the impact of web design changes. The extensive range of data available and the ways of displaying and comparing it make Google Analytics the ultimate tool for web professionals, marketers, developers and designers alike. Below is a brief summary of the information Google Analytics makes available and why it´s important to know what it means and how to use it.
You´re able to find the number of visits to your website, the average number of pages viewed, bounce rate, average time on site and the percentage of new visitors. These metrics are very useful to measure brand development, page performance, and traffic growth. How you interpret the data depends very much on the type of website you manage. Google Analytics also provides information about the browser, operating system and connection type of your visitors. The importance of this information is minimal to most companies, other than browser type. For instance, if you´re website is optimized for Internet Explorer 8 but most of your visitors come from Mozilla Firefox 3.1, it would be wise to optimize for Firefox.
Traffic Sources provides some very useful features for assessing search engine optimization success. Having completed an SEO campaign you can monitor any changes in traffic on the keywords optimized using Google Analytics.
You can also compare paid traffic, organic traffic, and direct traffic. If your business model involves using PPC to get traffic until your SEO strategy generates organic traffic, you can use Traffic Sources to monitor the transition from paid to non-paid.
The content section of Google Analytics provides really useful information about traffic to particular pages of your website. You can use it to find your highest traffic pages to prioritize them for development work. Or simply make sure the pages you want to send traffic to, are the pages that are getting traffic. There is information about entrance keywords, bounce rate, number of unique visitors, time on page and much more for every page of your website.
Conversion tracking is the easiest to understand information in Google Analytics, but it´s also the hardest to implement. All websites have goals; sales, lead generation, newsletter sign-ups, the list goes on. By setting up conversion tracking you can monitor how many goals are being completed on each page. It´s a great tool for improving conversion architecture, by analyzing where customers drop out in the purchase process, you can optimize the goal path to improve your conversion rate.
Google Analytics Consultants
Google Analytics is an extremely powerful tool that all online businesses should take advantage of. As well as setting up Google Analytics for clients, we also offer Google Analytics consulting and support.