Why Worry About
Oooh Analytics.. big fancy word that means metrics… and that’s another fancy word that means information you measured in numbers.
Do you have analytics installed on your website? Generally, this is done by installing the tracking code, that Google Analytics gives you, into a WordPress plugin or a special box in your theme.
If they are installed, do you look at the data regularly?
Analytics can help you learn valuable information about your customers’ behavior. It can tell you how to provide more value and optimize every customer’s experience.
And… it can also show you where things might be going wrong so you can solve them and retain more of your traffic as customers!
What Analytics Can Tell You
There are varying degrees of analytics…. from basic through advanced.
Basic analytics can tell you:
- How long a customer has been on your website
- How many pages they viewed per visit
- How they arrived at your website
- How long they stayed on your website
- What keywords brought them to your website
- How they were referred to your website. For example, social networking link
Advanced analytics can show you:
- Geographical information – where your visitors come from
- What page they land on when they arrive at your website
- What page they last visit on your website before they click away
- Shopping cart abandons
- External clicks
- Path taken on your website. What pages they visited along the way
All of this information can help you create a better customer experience and a better business.
For example, if you study how your visitor arrived at your website, you may notice that a majority of your traffic comes from organic search. You can then modify your traffic generation strategy to support more incoming traffic. If you find that a particular blog owner has been linking to your site, you can seek a potential partnership with them.
Or if you find that many of your visitors come from a specific region of your country or the world, you can then conduct research to find content keywords and even products or services to cater to this market.
The most commonly used tool for analytics is Google Analytics which provides an in-depth look at your site and is free. Other tools (mostly premium) include KISS Metrics/KISS Insights, Clicky, Click HeatMap Dynamo (plugin), CrazyEgg, UserFly, Optimizely, Pingdom, Chartbeat, ShrimpTest, Google Website Optimizer & Split Test Dynamo (plugin).
Of all the analytic information that may be the most beneficial, take a look at the path your customer takes on your website. This is helpful if you have a strategy to lead them from point A to point B. For example, to lead them from a landing page to a third tier affiliate link. If the path isn’t working, you can make adjustments. You can test and track to find the best tactics to achieve your goals.
Studying customer behavior on your website isn’t a simple and straightforward task. Analytics can help. When you install analytics on your site, use them. Create a system to review the data regularly. Plan and make decisions based on the data you’ve collected. Analytics and customer behavior data can change your business.
~ Kim ~
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