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10 Reasons Google Analytics Could Benefit Your Company Website

It’s nice to have a great looking, great functioning website, but it’s just as important to understand how people use it. This is an often-forgotten, ever-evolving and ongoing process. It is an integral insight that will help you to mould, adapt and tailor your website to the people who are visiting it.

Google Analytics is a free service by Google that will track the visitors to your website. Once you have an account with Google, all you have to do is insert a tiny piece of code into your website. You’ll get a private online dashboard for each website you’d like to track and monitor. From here you have a seemingly endless amount of data about your website visitors to trawl through, beautifully portrayed by a mural of graphs and charts.

Consider Google Analytics as your website’s eyes and ears. While you focus on other areas of your business, Google Analytics will record and track everything about your website behind the scenes. Checking and analysing this information, even once a month, will provide you with all the necessary information you need to know. You can use this information to tailor your website to who is visiting it, allowing you to provide a more targeted user experience. This should gradually prove to be one of your greatest assets in generating higher conversion rates from your website, and hopefully an increase in leads and sales.

Why Should my Company Use Google Analytics?

Here are 10 of the most useful statistics included in all free Google Analytics accounts:

  1. Number of visitors to your website each day – Great for seeing whether you are growing in popularity online.
  2. Number of visitors to each page, in rank order – Helps you to see which pages are being viewed by your visitors, and what content they are engaging with the most.
  3. Where your visitors are from – See what countries, cities and towns your visitors are finding you from. Are you popular in very specific regions? If so, why?
  4. Who your referrers are – See what other websites and social networks your visitors are clicking through from. This will help you to identify what sources are your most reliable, and you can adapt your Marketing and Social Media strategies accordingly.
  5. Search Keywords – If you have a Google Adwords (paid google advertising) account then users who find your website through Google will have their keywords saved in your Google Analytics data; helping you to see what people are searching for. This will help you to get a better understanding about what your website visitors are hoping to get out of their visit to your website.
  6. Advertising Revenue – Combined with Google’s advertising platform Google Adsense, Google Analytics will aid you in assessing the effectiveness of your website’s display adverts. This will enable you to tailor these according to what types of adverts your website visitors are engaging with the most.
  7. Goals – Google Analytics gives you the option of setting up Goals. A goal can be anything you like, from the purchase of a product to the successful submission of a contact form. This allows you to track how your goal conversion rates increase over time as you adapt your website experience.
  8. Events – Interested in a particular button on your website, perhaps you have a campaign you want to track, or maybe you’re interested in what content is shared on Social Media? Adding in custom events allows you to monitor all these from within your Google Analytics account.
  9. Bounce Rate / Exit Pages – Your website bounce rate is what percentage of your visitors leave after browsing just one page on your website. If your bounce rate is high, then analysing your exit pages should give an insight into which pages and what content is prompting your visitors to leave your website.
  10. In-page Analytics – One of the newest features of Google Analytics is the “In-Page” Analytics option. This shows you not only which pages are being visited, but also visually on each page which links and buttons are being pressed and how many times. This is a very useful tool for seeing how the layout of your website is affecting the decisions and overall behaviour of your visitors.

Summary

Using Google Analytics really is a case of “put in a little, take out a lot”. Even with all this information available it would be easy to imagine that the tool is complicated and difficult to use. On the contrary, the Google Analytics system is incredibly intuitive. As far as free and quick wins go, utilising even some of what Google Analytics has to offer will reward you great returns for minimal investment, and in just an hour or two you’ll be mastering the art of website analytic.

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