You Have All This Web Analytics Data… Now What?

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The sheer amount of information available through the Google Analytics platform can be overwhelming, especially if you aren’t entirely sure what the analytics are trying to tell you about the data being collected. It is a powerful tool – it provides you with valuable insights, allowing you to adjust your marketing approaches to best speak to your audience.

Luckily, your web analytics don’t have to remain a mystery. Want to know how to interpret the data? Here are some tips on how to get started.

How is Your Audience Finding You?

Most businesses use a variety of mechanisms to get their information out to customers. This includes everything from listings in Google search engine results to social media pages to email blasts.

But do you know which of these approaches is actually working? If not, Google Analytics has your answer.

The traffic referral sources feature in Google Analytics allows you to see where your traffic is coming from. This lets you know how many people are finding your site organically, such as through an internet search, and how many are connecting through social media posts, sales emails, or other avenues.

By understanding where your traffic is coming from, you can reshape your approach based on your goals and budget. For example, if you discover that social media is where most people find you, then you may choose to up your efforts in that area. Or if your web-based ads aren’t producing results, you might reevaluate where you place them as a means of getting a better return on your investment.

Are You Engaging Customers?

Google Analytics gives you the ability to see how engaged your audience is based on what they do after they enter your site. For example, do they read a single page and leave, or do they click through to another page? How long do they spend on each page? How long are they on your site as a whole? Is one particular page getting more attention than another?

All of these questions can be answered through Google Analytics. You are given the ability to review your approach to gain better results. For example, if a particular call to action is engaging with more customers, then you may want to update your other calls to action to match the first’s style. Or if a specific post was gaining a lot more traffic, you can shape your future content to recapture that level of success.

In general, short amounts of time spent on a webpage, high bounce rates, and customers not clicking on a second page means something is missing or not engaging with your audience. You can then target the pages that aren’t appealing, make changes, and monitor those numbers improvement.

Google Analytics gives you the power to see how changes to your site can affect your success, as well as what information is already engaging your audience. Over time, it can help you craft a website that is more enticing to customers, increasing your overall level of success.

If you are interested in learning more about how you can use your data to improve profitability, the professionals at Solving IT have the knowledge you need to succeed. Contact us today to speak with one of our skilled team members and see how our services can benefit you.