If you don’t have an answer to these types of questions, you probably need to start paying more attention to your analytics, or even sign up for them. If you are marketing your small business online and your digital marketing strategy does not include web analytics you are holding your business back. Website data is the key to getting more visitors to your site.
Why are analytics important?
1. Monitor Visitor Behavior
What are your visitors doing when they get to your site? Analytics can tell you how many visitors you have, where they go, how long they stay, and how many return. More importantly, it tells you where and how many people fall off your website. A large percentage of people could be dropping off before they land on a purchase page, and you would never know how big your market really is without analytics.
2. Traffic Sources
Where does your traffic come from? Do you receive a lot of direct traffic, referral traffic, or is organic search your leader? Analytics can even tell you what keywords are getting your site to appear in the search results.
Analytics will allow you to understand what your visitors find the most value in. If a certain type of content or post gets a lot of shares, focus on that. If video of your product in action really grabs the eyes, make sure you develop a lot of film.
Are there times of the day, or a month, where your website is more relevant and visits peak? Do you constantly get sales from one or two inbound links in particular? Noticing trends like this, combined with keywords and traffic sources, can really help you understand your demographic, or maybe even find a new one that your content is resonating with.
5. Measure your ROI (Return on Investment)
With analytics you can easily get a good measurement of what marketing efforts are worth your dollar. Free analytics can help you target your sales and marketing efforts on those that were the most successful.
Analytics can really help your understand your visitors and help boost your revenue. With all the good tools available for online business analytics, there is little excuse to not be measuring your data, so get started!