Kelmac Group August 2016 02
What you need to know about web Analytics put simply is a report on trends and popular keywords. It allows you to see where the traffic is coming from and where it is going. FCDM will walk you through the main reasons why analytics is important. We will also discuss what you need to know about web analytics.
Tracking
Analytics is about tracking the behavior of visitors in order to change your web design, SEO and marketing, to better target the kind of visitors you want on your website. The other three W’s of the web; where is the traffic coming from what pages are they landing on who is returning? Analytics gives you the answer.
If you run an e-commerce website you don’t want bloated figures or total page visits alone, as this doesn’t always equal sales. With analytics, you can track the percentage of new visitors versus returning. The higher the returning visitors are, the higher your sales will be. Also, you will know you are offering something that people want.
If the main keyword being used to find the site is the websites name, then you need to work on your keywords. If people can only find us by typing FCDM instead of words like digital marketing Yorkshire or web design UK, then only people who know about FCDM will find us. You can track the keywords and find out what words are attracting people thus giving you the knowledge to better tailor your site to be more focused on what the visitors are interested in.
It’s okay to be precise if you are offering for example a service in Manchester then your keywords should be area specific as it would be unreasonable to travel to the opposite end of the UK for most services.
How is your homepage doing?
A great indicator of your homepage can be taken from the analytics data. If people are going from the homepage, to the contact page or product page – you are doing well. If you find there is a large drop off of visitors from this page, it means you need a clearer and more accurate design, so that users know where you are trying to guide them. This is your first point of contact with the potential customer. You want to give them as much of the important information as possible without overloading them and giving them a reason to explore your site further.
What page is getting the most attention? How are people finding this page? What keywords and content are here and how can you make this the best page for content without overloading it? If you find that one product is gaining more attention than others then temporarily focus on it, push it on the site so that users will view other products. Selling a popular book then recommend something similar to this popular product with adding functions to your site like “Customers who purchased this also purchased this”. Without analytics you would only have sales figures to let you know what products are popular but not everyone who visits the site will purchase from you, with the analytics you can find a popular page or products and if that doesn’t translate to sales you know the price is too high or competition has a better offer.
Where did you come from? With analytics it can tell you if the users are viewing on certain devices or browser therefore you can make sure your site is compatible with said device or browser and what area they are coming from. Once you know that a certain area is always buying your products its worth focusing on them and can help you decide on whether to make a deal with delivery companies in that area or on a larger scale set up a warehouse.
The more you know
Every click tells us something and with analytics we can tell what that click translates to. The greater the amount of information the more you can do with it.
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