Use Web Analytics To Enhance How You Market Your Brand!
Everyone loves analytics said no one ever…well we do!
The ability to configure and measure goals, funnels and see the performance of a website is fascinating well we think so.
Little known fact, Most agencies underestimate the power of analytics and how to accurately use the data provided by monitoring website performance. Some would go as far as to say that there is a lack of care given to a websites back end data and the focus is on “Ranking” That is a very narrow minded view and any decent agency operator will show great emphasis on the analytical data more so analytics conversion’s and analysis tracking of the visitor’s path on a website.
What type of Analytics measurement tools should you be using? We are huge supporters of using Google Webmaster Tools (GWT) & Google’s Analytics dashboard, both are free tools for you to monitor your site’s performance and interactions with web traffic.
Mapping Your Analytic Data
Measurement 1: Organic Traffic
We are firm believers that in order to grow you need eye’s on your website and in order to do this you need search traffic, now a lot of Analytics experts will tell you to focus on more meaningful KPIs and that is not how we look at things. We tried reporting on business analytics but it didnt fly, we take your overall web analytics and give you reporting intelligence that matters. You want to be driving people to your website period. A report should be set up to filter for only organic search sessions.
Measurement 2: Organic Goal Completions
You want to know when and how your organic traffic is behaving on your website this is powerful data that can help you further understand what’s working and what needs a tune up. Set up a report that shows how many goals were completed from organic traffic.
Measurement 3: Organic Engagements
Google looks for engagement and contextual relativity more than just high quality links and a technically optimized website. The emphasis is on low bounce rates and time spent on page as contributing factors to ranking. Reports that highlight this data and indicate top landing pages should be created
Measurement 4: Organic Traffic by City
If you’re a local business or work with local clients, this reporting widget is perfect. It pulls through your top organic traffic sources by city. When reporting to clients not located in AUS we are able to tell them if their visitor’s are coming from their target cities or from international.
Measurement 5: Organic Entrances by Keyword
Fact Google hides over 80% of your keywords due to “user privacy” concerns. To overcome this you can set up a widget that filters out the “not provided” keywords and pulls through the rest. What you are left with is a handy report that shows you the keywords visitors are using to find your website.
Measurement 6: Search Engine Breakdown
Google while the biggest and most recognisable isn’t the only search engine out there. Knowing how your users search for you allows you to diversify your approach to marketing to certain audiences, create a report that shows you a breakdown of which search engines are sending traffic to your website.
Measurement 7: Internal Search Data
This data is great for a number of things, including optimising your website’s content and architecture to help improve total user experience. How people enter a website (mobile/desktop) is less important than what they are doing once on that website. Look at setting up a widget that reports back your internal search keywords save these once a month and you will start to see developing openings for your marketing efforts.
Measurement 8: Referral Traffic Analysis
Referral traffic is an under utilised measurement of SEO and half of the top firms couldn’t tag a URL for tracking its reach. If you’re building a pathway for followers to funnel back to your websites, you’re going to see a steady stream of referral traffic. We like to set up reports that pull through your top referral sources + number of goals they drive.
Measurement 9: Mobile vs Desktop Search traffic
A HUGE shift in the way user’s browse the internet now is that the main way people will find you online is by mobile phone over desktop. You should have a widget report the breakdown of mobile guest vs desktop guest to your website. It is important that you understand how users are accessing your sites.
Measurement 10: Page Speed Report
You need pages loading fast there is no room for a page that takes an elongated amount of time to load. User’s today want fast & Now action if you have a page that slows down your visitor they will leave your site for a site that has fast loading pages that is also a ranking factor with Google based on the page load speed, so you should set up a widget that reports the pages with highest load times this is crucial in identifying errors with your content.
The best thing about measuring with analytics is that your data doesn’t lie you can clearly see the interaction your visitors are having with your website and view all channel traffic and channel conversions.. If you understand what data to collect and how to collect it your analytics will propel you further than your competitors by being able to make informed decisions.
Notice what I emphasised in the previous sentence?
“knowing what to collect and how to collect it“
In order to make precise decisions, you need to clearly define what you want out of your data.
The best way to do this is with a web analytics measurement plan.
What Does Analytics Marketing Mean?
Your web analytics measurement plan should cover the following to give your business an advantage:
- Plan how you will sort through the data, what do they need and why?
- Provide direction for your marketing strategy
- Define what success looks like, Are we aiming for ROI, set revenue figures or traffic goals
- Define your company’s objectives; maps those objectives to goals, metrics and key performance indicators (KPIs)
- Assist in optimisation and improvements
It can be a confusing maze navigating a Google Analytics dashboard and Search Console and then thrown in the Bing Webmaster Dashboard, If you feel lost when looking at your website data contact us and we can sit down and discuss your goals and how we can best turn those blurry numbers into Clear numbers that can be used to steer your marketing towards the ideal target audience.
Google Webmaster Tools are designed to help you take control of your website, in-depth data reporting connected to the heart of your website.
Who Uses Data Analytics?
Smart businesses use their analytical data to understand their audience.
- Where they are in the world?
- How they found them?
- Who are they- Male or Female?
- What device are they using?
- What were they looking for?
- Did they find what they were looking for?
- Did they convert?
Analytic marketing is a new term that focuses on using the data from example google analytics dashboard in a way that focuses on the reported data to help a business enhance its conversion channels and conversion paths for taking a customer from visitor to customer and is very effective and often overlooked, yes we are complete nerds.
We have found directing our clients that like the DIY approach to use these sites for some guide on improving your knowledge and use of the dashboards.
We find Brian Clifton to be very informative
If tools is your way to DIY then we find Web Analytics World to be very spot on with recommendations, training and updates.
Annotary helps us mark out pages for monitoring new techniques and saving across the web.
Should this all be confusing as hell you can stress less there is a very comprehensive guide and analytics support help section for these tools found here.