If you don’t use web stats to manage your website traffic, you are missing your instrument panel and flying by the seat of your pants.
Website analytics show you the way things really are. No guesswork, no opinions, just raw factual data.
Yes, analyzing web stats can be a tedious and time-consuming chore. But it certainly beats watching your website traffic dwindle and not knowing what needs to be fixed. And if you have a good webmaster, they can do the analytics work on your behalf and determine what needs to be fixed or improved. So let’s take a look…
With good analytics, you can determine which web pages are working, which pages need more work, which ones have high bounce rates, which draw the most visitors, and which ones are basically “exit” pages when they shouldn’t be.
You can even track the “breadcrumb trail” – the route visitors take as they enter your site, visit various pages and then exit.
Your key pages should be “sticky” pages so that when people come to your site they stay or stick there long enough for you to really get your message across. They read through a page, instead of just landing for a few seconds and taking off. So you, or your webmaster, should know how long visitors are staying on your individual pages.
If visitors don’t stay long on a key page, there is something wrong with that page’s content. Either the subject matter didn’t match your visitors’ expectations, or the page is too confusing or poorly laid out, or the message is not clear and concise. Bottom line: there’s something wrong with that page.
With good web stats, you at least know that, and can go about fixing that page up and monitoring the results with your analytics.
Most important of all, you want to know if your landing pages are really doing their job or not. (See our blog article, “WHAT IS A LANDING PAGE?”)
Let’s say you have a landing page where people can “land” after responding to a “call to action” button or link on one of your other web pages, or in one of your Social Media site’s content (Twitter, Facebook, LinkedIn, etc.), or a pay-per-click ad.
With good analytics, you can test various elements of that landing page, such as its overall layout, the graphics, the text, and the specific action you want your visitors to take when they land on that page.
With disciplined, controlled testing, your web analytics will eventually tell you which is the best landing page format for what you have to offer. Often, just changing one or two elements on a landing page can increase your Lead Conversion rate significantly.
And that can translate into more sales and income, or more followers and advocates.
But you can’t just guess at this, you need to TEST. And you need to ANALYZE the results of your tests and take appropriate action based on what your analytics tell you.
We don’t need to beat this to death. It’s really just common sense. You wouldn’t run your overall business without knowing what your key stats were, would you? You know…. Sales, Gross Income, Net Income, etc., etc.
If you have a website whose overall purpose is to bring you more leads, more customers, more followers, more advocates – whatever, you or your webmaster need to use web analytics.
Doing so can definitely increase your website traffic, leads and income.
There are many web analytic programs out there on the net, including Google Analytics. Ask your webmaster which ones they recommend and ensure that you DO have a web analytics program in place, and that it IS being used.
Written by Bob Nelson
Bob is a very experienced Marketing Specialist for both the internet and traditional methods. He is a valuable member of the Results Professional Marketing Company team.
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