Website Analytics…Find Strategy Behind The Numbers
Are you watching your web traffic? Do you know what drives people to your site? And what keeps them sticking around once they get there?I’d argue that a good website is the centerpiece of any strong marketing strategy. But how do you take your website past design and move content to the next level, driving traffic to your site and your business?
By analyzing the hard numbers and data behind your site, you can better understand the mindset of your customers. If you haven’t integrated an analytics or tracking mechanism like Google Analytics into your web strategy, its time to start. Analytics programs not only help you to monitor overall site traffic, they help you drill down to find out critical information like: Search Terms – What people were looking for in an organic Google (or other) search that brought them to your site
On-site Traffic Patterns – What pages are more frequently visited, how long do people spend on different pages of the site, etc.
Geographic Reach – The reach of your website traffic, drilled down by country, region, state and city
Referring Sites – Most traffic driven to your page from another website
Traffic as a Motivator – What activities on your site drive up traffic and what makes it taper off
Why is information like this important? I believe that by analyzing the numbers, you can actually craft web content, blog topics and engage in activities on referring sites that can increase your website visits and the “sticky-ness” of your marketing message. For example, let’s break down the four pieces of information above and translate them to a stronger marketing strategy.
Looking at the search terms that drive web traffic can help you in crafting your marketing messages. I get a fair amount of traffic from the search term “Top Qualities of a Logo.” The search links back to a blog post I wrote last fall on logo design. Watch these search terms to find out what your visitors are interested in learning more about. Then, create and post content of this nature to populate your website with great searchable content. You’ll create instant value and improve your SEO in the process.
On-site Traffic Patterns
By watching the traffic patterns on your website, you’ll be better able to understand the decision process of your audience. Are they more interested in the services you offer, or the biographies of the team behind your business? Watch visits per page along with time spent on the page to get a more thorough answer for this. A high page visit number coupled with low time spent on the page likely points to a content issue. Polish up the content or page design to increase the “sticky-ness” of your message. And, if you’ve got strong stats for a page, make sure you’re showcasing your best message there!
Watching the geographic patterns behind your website can be very interesting. Sure, you’re likely to get some traffic from outside of your target market, but if you are in the small business category you might be able to use that to your advantage. For example, if you’ve got professional connections out of state, watch for traffic from those areas. Could be that a previous client or colleague is quietly taking interest in your business. Because you can often tell the city that traffic is coming from, you can often tie that to your contact. I’ve used that opportunity to reach out to those people who might be “scoping out” my business offerings.
Where are your visits coming from? Do you have a fair amount of traffic from social media sites like LinkedIn, Facebook or Twitter? Continuos engagement on these sites puts your brand in front of large audiences every day. Use that opportunity to link back to meaning and relevant content on your site that would provide value to other social media users. Are you getting referring traffic from a client, vendor or other third-party website? If you are fortunate enough to develop collaborative relationships with other businesses who link to your site, be sure to recognize and thank them for the referral traffic they garner.
Traffic as a Motivator
Finally, I’d argue that the analytics behind a website can be an effective source of motivation. Days that I blog and post links on social media sites see a dramatic spike in overall traffic. Creating new, meaningful and relevant content through a blog, calendar, community, or educational forum gives people reason to revisit your site. Letting that content get stale, out of date and doldrum decreases the “sticky-ness” of your message and your overall traffic. Watching the analytics behind your site can be a great motivator to continue to craft great website content to encourage “revisits.” And, the percent of “new visits” to your site can help you to gauge how many new impressions you are making through traditional sales calls or networking.Don’t have analytics available to you? Talk to your web vendor to get them setup today. It’s an easy, inexpensive process that can be of great value to your company.If you are ready to take your website and internet strategy to the next level, we’d love to help. Contact Mangold Creative today to see how you can reach your full brand potential.