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Get out the map.

Shift Your Thinking About Google Analytics

Having a website without understanding how it's being used is a little like trying to drive from here to California—with no road signs or maps. You’ll get somewhere—but not necessarily where you want to go.

So how's your website doing? Seems OK, but not sure?


Having a website without understanding how it's being used is a little like trying to drive from here to California—with no road signs or maps. You’ll get somewhere—but not necessarily where you want to go.

Google Analytics is one of the most powerful tools available for monitoring and analyzing the traffic on your website. It provides extensive data on who's visiting your site, how they're getting to your site, and that they do when they get there. This data can help you make marketing decisions based on hard information—not guesswork. That's why we incorporate Google Analytics into every site we develop.

But it can't help you if you never access the reports.

So, be brave. Log into your Analytics account.

(If we developed your website and you don't know your login, give us a call or email support@drivebrandstudio.com. Otherwise contact your web developer/host.)

Once you're logged in, you can sort the data by time period (from/to) and compare two time periods.

Analytics is divided into three major sections: Audience, Acquisition, and Behavior. (There's also a section on Conversions—important if you're tracking online sales or goal completions such as a form filled out, a brochure downloaded, or page accessed.)

Reports we recommend you access at least once a month:

IN THE AUDIENCE SECTION:

  1. Overview: This gives you the big picture: how many people access the site, how many pages they accessed, how long they stayed (Under 2 minutes? Not a good sign.), and the bounce rate. (A bounce is when someone visits your site and leaves from the entrance page without interacting with the page. If the bounce rate is more than 50%, your website isn’t clearly and immediately meeting the needs of visitors.)

  2. Geo>>Location: This tells you where your visitors are located, right down to the state/city/metro area—an important indicator for both for online geo-targeted and offline advertising. 

  3. Mobile>>Overview: If more than 25% of your site's visits are via mobile or tablet, it's important that your website is responsive, so it automatically reformats based on the device used. Not sure if your site is mobile-friendly? Check it here: google.com/webmasters/tools/mobile-friendly/

IN THE AQUISITION SECTION:

  1. Overview or All Traffic>>Channels: See how many people came directly to your site, as a result of organic or paid search, by referral from another website, emails or social sites. Dig into organic and paid search to determine keywords people used to find your site—important for SEO and search engine marketing. 

  2. All Traffic>>Referrals: This shows what sites are referring visitors. Want to know if advertising on a specific site or being a member of an organization is paying off? Search for their web address to see if the site has sent visitors, then check how long they’ve stayed on your site, how many pages they’ve visited or if the majority “bounced.”

IN THE BEHAVIOR SECTION:

  1. Site Content>>All Pages: Learn what pages are most frequently accessed, how long visitors stay on them and if they bounce or exit from the page. If your most frequently accessed pages (except your Contact Us page) have a high bounce rate, you might want to consider a redesign.

  2. Site Content>>Landing Pages: This is especially important if you are doing advertising that sends people to a specific page on the site. Learn how many visitors are entering on your “landing” pages, how long they stay on the page and if they bounce or exit from the page.

Got questions? Want to know more about your website's stats?

Contact donna@drivebrandstudio.com to set up an appointment or call 603-356-3030.

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