Part 3 of 5: As we have been discussing analytic tool are there to help you track and measure many aspects of your business. Bust did you know that they can also help you optimize every aspect of your website, including layout, speed, SEO, and more?
Today lesson is all about using the data you collect to improve your website’s performance.
For example, with Google Analytics you can create several different reports to help you understand the health of your website.
When it comes to using analytics to improve your website the first thing you should do is set goals.
For example, if you’re having a webinar you might want to study how many people sign up for it and signed up for your newsletter. If you’ve created a short report you may want to keep track of how many people downloaded it, and if you put links inside it you’ll want to know how many people click through.
As I mentioned in the first lesson, you can also track what type of content is working on your website. For instance, you’ll be able to tell which posts are popular and which ones convert better. This way you can compare the results and determine which type of content your audience responds to and interacts with the most.
It will also help with keyword research. Google Analytics and AdWords are really good at is helping you choose the right keywords and once you uncover a couple hundred keyword ideas good data can help you decide what type of content to add based on the research.
You can use the data you collect to determine which segments of your audience convert at a higher rate. With proper monitoring, you can determine what your visitors like most which means you can then use that information to target the most responsive visitors with campaigns that will have a bigger impact. You can also offer them complementary products or services, and even new things that they might like based on the data you collect.
As you dig into the information you collect you’ll be amazed at how it can actually help you come up with new ideas and new goals that you might not have come to if you hadn’t looked at the numbers. For example, your first goal might be to get people to subscribe to your newsletter, and then after that get them to join your membership site.
Using analytics to help you improve your website is a great idea. Did you know that if your website is too slow, visitors will leave and Google will downgrade your listing in the search engine results? It will also help you with SEO, navigation issues and other key items that can hurt your business if left unchecked.
As much as knowing how to collect data to improve your website is it’s also just as important know what’s going on in other areas as well. The success of your website depends on traffic, leads, reach and many other factors. Without looking at the whole picture you’ll be missing out on valuable opportunities.
It’s also important to keep in mind that not all actions make a difference. It’s important to know what matters and what doesn’t. It’s also important to know what everything means based on the factors and the goals you set.
As you set up your tracking software there are some important questions to consider:
How many new leads did you get from the action you performed? If you set up a freebie guide and marketed that, how many people signed up and downloaded it? If people downloaded a freebie, how many who did that took further action?
When you make a post, how many people respond in some way to the engagement? What was the point of the engagement? Did the audience do what you thought they’d do?
How many people shared your post? How far did the post reach, meaning how many people laid eyes on it and shared it? If a lot of people shared it, you might consider adding more content like that.
For example, when you boost a post on Facebook, how many impressions did it make versus how many people saw it, shared it, and engaged with it? What did they do afterwards?
With your analytics software, you can set up a means to testing out your funnels to find out which type of funnel works best. This can help you identify holes in your plans to reach your goals.
– Unique visits
It’s important to know how many unique visits you get each day, where they came from, and what they did after they got there. Did they convert? Did they sign up for anything? Did they download something? Did they search your site?
– Repeat visits
Having a lot of repeat visitors is a sign of a healthy site with a lot of content for the audience to read and look at. What is the percentage of repeat visitors versus new traffic? If it’s low, what can you change? Are you targeting your audience correctly?
Are people coming to your website and then leaving before doing anything? If this rate is high, then that means something is wrong. Find out where the links are coming from and try to determine if the content is badly targeted or not.
How and what page are people using to exit your website, and if they came from social media where did they come from? Can you pinpoint what is making them leave? What you can do to encourage them to stay or to convert them in some way, for example by using an exit pop-under?
– Time on site
How long are your visitors staying on your page and what exactly are they doing while they are there? What do they read the most? What do they watch the most? What exactly are they doing that keeps them on the social media site? If they’re only there a short time, what did they do?
How fast are the visitors to your social media page/platform improving each month? Is it going up or down? What actions affect growth? How can you do more of those things to keep growing your website and your influence?
When you create a post, how long does it take your audience to respond and what type of responses do you get? Are they commenting, liking, sharing, retweeting and so forth?
– Inbound links
How many others are sharing links to your content on their websites and social media accounts? Are they linking to your pages and social profiles? Who’s sharing where and why?
As I mentioned, the only thing that really matters is conversions. You may be tracking email sign-ups, clicks or sales.
It’s up to you what a conversion means and if you’re not meeting your conversion goals, then you need to readjust until you achieve the best result possible.
That’s it for today’s lesson. In your next lesson, we will be talking about using analytics to understand the behavior of your visitors.
This concludes part 3 of 5.
P.S. Don’t forget, I’m here to help, so if you have questions just ask!
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