Having a website for your business is essential in today’s current professional market. One important aspect of your website’s success is the ability to track whether or not it is bringing in traffic and encouraging interaction. Google Analytics is a potent, free tool that offers you a window into the activity of your visitors. It can help you track information on different strategies to test their effectiveness. It allows you to stop guessing or assuming certain things are working and track real statistics to see what is. With Google Analytics, you can modify your approach efficiently without wasting time on failing or unsuccessful strategies.
Investigating Traffic Sources
The first step in understanding how to better optimize your website for your clients is to track where they’re coming from. This is easy to do with Google Analytics, as it shows you the source of your traffic, such as Facebook or search engines. It also provides the location of your visitors, among other features. By being able to see how much traffic your website is receiving and its sources, you can identify areas that need improvement. For example, if you aren’t getting many hits via search engines, it’s time to work on your SEO. If, on the other hand, you see a lot of traffic from a particular source, such as Facebook, try to understand what is fueling it. What is it about that method that is engaging clients and how can you do more of the same?
Once you know where your traffic is coming from, the next (and probably most important) step is to track your visitor engagement. This means how your visitors actually interact with your website. Google Analytics has a robust set of features in this area. You can easily track your customer engagement using several different metrics, such as:
- Length of time spent on your website
- Pages each visitor viewed
- Bounce rate
One metric you really want to pay attention to is Bounce Rate. This refers to the amount of people who leave your website after only visiting the page they arrived on. A Bounce Rate that it consistently high can be due to poor navigation or a lack of anything that catches the visitor’s interest and makes them want to see more.
Another important factor that you want to focus on improving is the amount of time that people are staying on your website. Short visits mean that your website is not engaging your customers or giving them a reason to stay. Your goal is to increase their interaction and the length of their stay, and this is accomplished by considering the needs of your potential clients. If you’re noticing a lot of visitors but a high bounce rate or short visits, focus on strategies to increase engagement and customer interest.
Adjusting Your Strategy Using Google Analytics
Now that you know where your traffic is coming from, whether or not your visitors are engaged, and what they’re interacting with, you can use this information to make adjustments to your content, navigation, and design. This process should continue over time as you tweak and refine your strategy. By continuing to track your website statistics, you’ll be able to see when your methods pay off.
This is only a portion of the potential that Google Analytics offers a website owner. By exploring the different features of this free tool and using it consistently to help build your website, you can improve and optimize your design and content faster.
At John Potter Media, we specialize in boosting your website traffic and engagement. Contact us at 781-246-0210 to discuss your content strategy and what we can do to optimize your efforts moving forward. For more tips on how to use analytics, visit us on Facebook at https://www.facebook.com/JohnPotterMedia.