WEB ANALYTICS – THE IMPORTANCE OF ANALYSING YOUR WEBSITE PERFORMANCE
Every website has specific business goals and objectives. Maybe it is to generate leads, sell products or strictly provide information to your end client. Consider your investment in your web solutions, is it working effectively for you?
It probably goes without saying that driving targeted traffic to your business web site is extremely important and many companies and businesses focus (quite rightly) on this aspect. However an often overlooked marketing tool is Web Analytics.
Web Analytics tools can tell you an awful lot of valuable information about your website and your customers and as a result it can be used to improve areas such as your user experience. It can also help to maximise your conversion rates, calculate your Return On Investment (ROI), unveil marketing opportunities and help you to understand your customers. For these reasons and more, web analytics or web monitoring is a key component to your online success. This is why businesses who are serious about their online presence should use the services of an experienced web analytics consultant.
Web Analytics provides you with following key information:
- Overall visitor data with trends over time
- Top performing keywords – letting you know how people are coming to your site
- Most visited pages – what areas of your site are people most interested in?
- Most popular conversion paths – how are site visitors navigating through your website? Are they taking the path that you would have expected?
- Visitor segmentation data – Where are visitors coming from geographically, what tools/other sites are they using to find you, etc.
- Pay Per Click and Email Campaign ROI – How many site visitors and customers are you getting from your internet marketing campaigns?
…and much more
If you have ever looked at Google Analytics or any other web monitoring tool you will see a plethora of figures, percentages and statistics that may not mean a lot to the lay person. However to an experienced marketer, web analytics provides vital information which is the window into your website and how it is performing.
When it comes to Google Analytics or other Web Analytics Tools, Cork based ePresence are experts in this field. Using analytics, we can monitor and make suggestions on how to improve your websites capabilities not only to drive more customers through your site, but to increase conversion.
ePresence understand that many business owners are busy with doing what they do best (running their companies) and as a result don’t necessarily have the time, or indeed the skill set, to be able to spot trends and make changes based on Web Analytics tools. Therefore having a group of professionals that will take charge of this part of your marketing operation is vital.
In essence, Google give you all the tools necessary to be able to maximise your online presence but if you don’t know how to fully utilise these tools to your advantage, then you are always going to be one step behind your competitors. In fact, you can be certain that your competitors will be using every trick in the book (including web analytics!) to see that they appear above you in the search listings and as a result it could be costing you money in lost sales.