How useful are analytics when improving your site?

Analytics programs, such as the well-known and widely used Google Analytics, are extremely useful tools for providing insight into your website.

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Analytics allow you to explore the channels your audience are using to find your website and how they are interacting with it when they get there. Capturing data on an ongoing basis allows you to analyse how successful your site is in relation to your goals, and allows you to react to any issues quickly.

Analytics should work as a continuous cycle of improvement. Taking the data you gather from analytics, you are able to assess where people are engaging with your content. Are they on the site for long? Do they stick to top level landing pages or drill down into further, more detailed content? You can look at user flow on the site and decide where you need to make changes, if any.

What can you find out about your site using Analytics?

In essence, you will be provided with a variety of quantitative based data including percentages and comparisons. In Google Analytics this information is broken down into audience, acquisition, behaviours and conversions a better way to understand this could be who your audience is, how they got to your site, what they did when they got there and how successful were they at completing established goals. Examples of some of the information that an Analytics program can provide are as follows:

  • How many people are using your website
  • Which pages are most popular on your website
  • How many people are following your call to actions
  • How long they spend on each page
  • How they got to your site

Why is this information useful?

Let’s take a look at an example. You may have established that one of your webpages is not gaining much traffic in comparison to some of your other pages. This page may contain important information that requires greater visibility. Using engagement statistics such as time on the page and bounce rates you can first of all see how engaged users are with your content while they are on the page. Secondly you can look at why stakeholders aren’t reaching this page. Is the page easy to navigate to? Is it hidden by other content? Is it linked from the homepage? By asking these questions and exploring some potential answers, you will be able to form a plan of what you think should be reworked and improved for the future. You can also go back and check this over time to see if performance has improved.

We can work with you to define what your corporate website goals are and help you to navigate the data after go live to ensure continual improvement. To find out more, talk to a member of our team.