You have spent time and effort making your website perfect. The site is beautifully styled, forms are functional and integrated and the site is even meticulously optimized it for SEO. You’ve maybe even created ads to run on Google Search and other digital ad platforms. However, this is just the beginning.
Maintaining and updating your site can seem overwhelming, but analytics can guide you along your journey.
So, what type of Web analytics you should be monitoring on a weekly or monthly basis?
- Traffic also known as users: Is it increasing or decreasing? That is the first indication if your website is working or its performance is declining.
- Performance by Sources: Where is most of your traffic coming from and what is the conversion rate? This data helps identify which marketing initiatives are working for you. For example, you may spend a few hours a day on social media to drive traffic to your website. However, having analyzed your website performance, you may realize that only 3% of your traffic is from these sources with zero conversion. This means it’s time to re-evaluate your strategy and maybe shift the focus to Email marketing and generating leads. You may find that 90% of your website traffic and conversion come from your Emailing efforts. Or you may find the opposite is true. Until you analyze the data, you will never know.
- Load Time: The modern web is impatient. If your site takes too long to load, users will lose interest and move on to the next things. However, isolating the source of a particular technical issue can be complex. You should consult a professional website administrator and developer to help you troubleshoot and optimize your site.
- Page Performance – Look at what pages are most viewed, what blog posts are most popular and understanding the flow of users on your website can go a long way. This allows you to create a better user experience on your website, help with content marketing and ultimately lead to better marketing.
- Keyword Analysis: If you turn on Google search console you can see what keywords you are ranking for. This helps monitor and improve your content marketing strategy.
If you are running digital marketing campaigns, you should analyze the cost per acquisition in order to understand the performance of your ads and keywords. For those, that are running email marketing campaigns, conversation tracking should be enabled so you can evaluate the difference between your open and conversion.
These are just some of the basic analysis you should be doing on an ongoing basis to improve your website and marketing performance. Once you are comfortable with these metrics, you can move on to conducting A/B testing on your website design, performing deep dive analysis of your marketing initiatives and finally running segmentation analysis on your leads prior to email marketing.