The importance of analysing your website’s analytics

Google Analytics

If you’re not currently analysing your website you should be. Analysing your website’s analytics seems daunting, but it’s an invaluable source of information to any business.

There are probably more ‘How To’ guides to analytics than there are pages in all of Dostoyevsky’s novels multiplied together… So if you have the time you can probably find a way to do it yourself, if not hire a web designer. Either way start utilising analytics- your business will thank you.

Analysing your site will help you to understand where the majority of traffic is coming from and what catalyses it e.g. your blog, a Facebook post, the average time a user spent on each page, your bounce rate, what people search for on your site, the number of pages a user views and the last page visited before the user exits.

Why Are Website Analytics So Important?

Effectively, analytics will tell you what works on your website and what doesn’t. Allowing you to make decisions that are backed up by data; no more shooting in the dark. Below we’ve listed a few reasons why we believe analytics are so helpful:

  • Landing Pages: You’ve created a beautiful Facebook post and it’s receiving a high level of engagement. But it’s not converting into sales back at your site? The reason is probably your landing page. Analytics will allow you to confirm this, by viewing the bounce rate of your individual pages and then making changes to the ones that aren’t converting/keeping visitors, you can turn those Facebook likes into online sales.
  • Content: Perhaps you have a couple of blog posts that did particularly well? Whatever it is, analytics will allow you to deduce what your most popular content is and so you can keep producing what your clients want. No more wasting time creating content nobody will read.
  • Traffic Sources: Maybe you’re putting a lot of effort into Pinterest and Facebook, analytics tells you that you’re getting decent traffic but that one is performing better than the other 75/25. You can then dedicate more time to the more successful platform. Then you could attempt to deduce why the other platform is under-performing and attempt to improve the amount of traffic you deduce from it by trying new techniques.
  • Visitor Peaks: If you publish content and launch promotion at random times which are dictated by when the work’s completed or having a spare minute to get it done. Then it may be time to analyse the day/time when your site receives the most visitors. With this information you can publish content slightly before this time so your visitors stay put on your site.

How often should I check my analytics?

Time is an issue with analytics. The beauty of web analytics is that they update daily, and whilst you should check them frequently, it is unrealistic to propose you implement changes on a day-by-day basis.

Instead, you’re best setting aside time to implement changes within a time-frame that allows you to see the bigger picture within the data. So each month set aside a day to implement changes; this should give you a chance to see what’s working and spot any trends.

Analysing your site’s analytics will guide an informed strategy. Ensuring you make sensible choices such as promoting that popular blog that’s driving traffic, changing the landing page with the high bounce rate or making your highest searched products or services more visible onsite and across social media platforms.

By constantly referring to your sites analytics you can tweak and make changes that optimise the user’s experience and in turn increase your profits.

If you can’t set aside a day each month, contact Riweb for advice.