“To improve is to change; to be perfect is to change often.” – Winston Churchill
If you run or own a business, chances are that you have a website. You probably have a website that you are proud of and you feel represents your business very well. But how do you know your customers feel the same way? You’ve probably been told by polite customers that your website is great, but there is a better way to find out if your website is actually working.
Programs like Google Analytics provide unbiased and in depth insight into the workings of our websites. Information such as the number of visitors, number of unique visitors, how visitors arrived at your website (i.e. Organic Google Search, Facebook Referral, Twitter Referral, etc.), percentage of new visitors versus returning, the number of pages per visit, the overall visitor flow, and much, much more. It’s a tool that, when analyzed correctly, can help you optimize your website in many ways.
So what do you do with all of this information? Use it! If you aren’t receiving the organic search you originally thought you were, talk to someone who can help with your search engine optimization. If you thought you were getting a lot of traffic from your Facebook posts, but you’re not, maybe you need to talk to your social media department and encourage them to evolve the game plan. If you’re receiving a lot of traffic but you see people are leaving your site quickly, they probably don’t think your site is relevant to their search needs. Speak with a web design agency or user experience (UX) designer to help with the flow of your site. Not sure how you should interpret all of this information? Get in touch with a marketing consultant who can help explain the information and make informed decisions for moving forward.
If you don’t have tracking software installed on your website, you’re missing a major opportunity to view the hard facts and have the chance to optimize the success of your site. Need some help? Contact our web department and let us know that you want to have analytics installed on your site. The process is simple, so don’t hesitate to integrate!