How great would it be to know who your customers are, where to find them, and how to drive them to your business? Web analytics can provide all of these answers and more by tracking how your customers interact with you online. Optimum Online can help build that presence with powerful e-commerce tools to help drive more business.
The great thing about having a website is that it provides invaluable information that can help you engage customers and increase sales. “Think about preparing for a marathon,” says Earle Richards, CEO, Earle & Co. Consulting in New York City. “You’d time yourself, record progress and improve incrementally. In the same way, you need to measure what’s happening on your site to know what's working and what's not.”
Answering the following questions can help you gain those insights:
HOW do I measure traffic on my website?
Richard recommends Google Analytics (GA), a free tool that the search giant offers which provides a complete dashboard of information. Once you create an account and add a piece of code to your site, you can use GA’s dashboard to track a huge number of metrics. (Most site-building software provides an add-on or built-in interface for adding the code in a single step.)
WHO is coming to your site?.
On your GA dashboard, you can see how many visits (aka sessions) your site draws. Even better, Google can break down that audience demographically, geographically, and other ways to learn the makeup of your audience.
WHAT are they doing when they get there?
Metrics such as average time spent and pages per session speak to the behavior of your audience. Are they lingering, moving from page to page, or are they leaving after seeing your homepage? This gives you an idea of how engaged users are in what you have to say.
WHERE are they coming from (and where are they going)?
Google also lets you know what sites your visitors came from, what search terms they used to find you, and what pages they viewed when they got there. This helps you understand where to find your customers and optimize your site content for search terms people are using to find you. And of course you can see what content works and what doesn’t.
WHY are they coming to your site?
“Why” speaks to outcome—both yours and your customers. “You should always have a clear outcome in mind for your visitors,” Richards notes. For an e-commerce site, the goal is for users to click “buy now.” For a professional, it may be to click to call you by phone or sign up for your email. What percentage of visitors are performing these important actions?
WHEN are they coming?
It’s equally important to where in the buying cycle visitors fall—research, vendor selection, ready to purchase—this can be determined based on consumers’ on-site behavior. From there, content can be tailored to drive desired actions.
Having the right tools in place, like the e-commerce capabilities available through Optimum Online and Google web analytics, can help build your online presence and your business. And, while web analytics may sound complicated, they’re actually fairly straightforward. By listening to what they have to say, you can focus your time, effort, and money on what really works for your business.
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