Web Analytics – The Report Every Marketing Executive Should Look At
One of the greatest benefits of digital marketing is the high level of insight that these tactics afford to marketers – and to marketing executives. Powerful, free programs such as Google Analytics allow executives to peer into every aspect of their online strategy, and make adjustments as needed. When it comes to website performance analytics, there is almost too much information; if you don’t know what to look for, the sheer amount of data can be overwhelming. If you’re in charge of your brand’s digital marketing efforts, there are 4 key areas that you should examine when reviewing your website’s performance in order to make sure it is performing its key job – serving up leads and consumers.
Every marketer knows that you should track and review the incoming traffic to your company website, but in many ways this is a false metric. What savvy marketers really concentrate on is the amount of quality traffic that is coming to the site – users who are actively interested and researching your brand, products, or services? By checking out the time spent on the site. The longer the user has spent on site, the more interested – and qualified for lead generation – that user is. On Google Analytics, you can see what segment of that incoming traffic has spent the most time on site by accessing Audience>Behavior>Engagement>Visit Duration.
Know Your Traffic Sources
Many marketers want to know from where their site traffic is coming in order to engage the effectiveness of their SEO programs, but there is another critical component to source traffic: how users are accessing your site. If a significant portion of your audience is visiting your website while using a mobile device, it might make sense for your brand to invest in making your site responsive; a responsive site recognizes the screen size and resolution of the device accessing it, and adjusts to provide an optimal user experience, no matter the device. Mobile traffic source data can also lead you to make a different decision; when drilling deeper into the mobile data, you may find that mobile users are spending their time mostly on a certain few pages of your site. It might then make sense to make a dedicated mobile website that contains the information on those most-frequented pages. All of this data can be accessed on Google Analytics through Audience>Mobile.
There is another type of traffic source that you should keep an eye on – overseas traffic. If a significant part of your site’s traffic is coming from a certain country, it might make sense to pay to translate your website into the language of that country. This information is found in Audience>Geo>Location.
Watch Your Bounce Rate
Of course, you need to keep your eye on some negative metrics as well. One that measures the general health and success of your website is the bounce rate, which is the percentage of people who leave your site after viewing a single page. For some sites, a high bounce rate is normal and doesn’t denote a problem.. For most company websites, however, a high bounce rate means that your site isn’t doing its job of converting interested users into leads or customers. Most marketers try to keep their bounce rate below 50%. You can find your bounce rate right on the Audience Overview section of Google Analytics.
Plug Leaky Pages
Part of knowing how well your site is working as a whole is by examining its separate parts – in this case, its individual pages. It’s important to know what your site’s main exit pages are; these are the pages where visitors most often leave your site entirely, without converting. Once you know where the problem lies, you can start improving the page to make it “stickier”; maybe place a conversion form there, or an offer or some other interactive element that will retain users and potentially convert them. Which of your site’s pages are leaking? You can see this on Google Analytics by going to Behavior>Site Content>Exit Pages.
Analytics and site performance data are crucial tools that allows marketers and executives make informed, real-time decisions. By knowing what to look for, and what those metrics represent, you can improve your company website’s performance, helping the marketing team, sales team, and the company bottom line all at the same time.
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