Websites are one of the best ways of promoting your services and attracting more customers. However, it can be difficult to track and measure the success it. To help with this, I've shared some of the best and easiest ways to track your website’s performance. With digital marketing, your efforts can be monitored meaning you can easily see what return you are getting.
Having Google Analytics is essential. It can show you fantastic information about how and when your website is being used. These are some of the best features on Google Analytics:
• Website Sessions: This tells you how many times people have been on your website. Find this data by selecting Audience > Overview.
• Pages/Session: The number of pages a user visits when on your website (on average). Find this data by selecting Audience > Overview.
• Avg. Session Duration: The time a user is on your website. Find this data by selecting Audience > Overview.
• Bounce Rate: The percentage of visitors who enter the site and then leave ("bounce") rather than continuing on to view other pages within the same site. Find this data by selecting Audience > Overview.
• Most popular pages: You can see the most popular pages, by selecting: Behaviour > Site Content > All pages. This tells you how many visits your webpages receive and can be a great indication as to how users navigate your website. If important pages aren't clicked on, you may want to re-think how you link to these pages.
• Website Acquisition: You can see what search queries (what a user types into a search engine) to find you. This is great as you can see how people are organically discovering your website. To find this Data, select Acquisition > Search Console > Queries
• Landing Pages: See the first page users typically land on when visiting your website. To find this data, select Acquisition > Search Console > Landing Pages
• Acquisition: View how people typically find your website, for instance: organic search, direct, social, referral, online advertising, email marketing and more. The data will show the percentage of each. Having this shows you the most successful marketing channels you have invested in. Find this data by selecting Acquisition > Overview.
• Website Referrals: This shows you if a user gets onto your website by clicking on a link from another website. Find this data by selecting Acquisition > All traffic > Referrals
For all of these, you can edit the date range to modify the results. For instance, you could see results for a particular week, month or see the statistics of the past year.
Google Analytics: Goal-specific measurements
If you are a B2B business the main aim of your website will typically be to increase lead generation whereas if you have an e-commerce website, you will want to increase your sales.
Lead generation goals: You can optimise your Google Analytics to work out conversion rates based on the number of leads the website obtains (e.g. contact form, newsletter sign up). You can also manually track how many leads have come from the website or link the website with your CRM.
Sales: You can optimise your Google Analytics to track sales conversion rate, number of purchases, revenue, average order amount and product performance. Being able to access this information in one place is a great way to keep track of your website's sales success.
Tracking keywords & SEO
Search engine optimisation is the best way to increase website traffic and increase the overall effectiveness of your website. If you want your website to rank for specific keywords, keeping track of what position your website is for these keywords is crucial in monitoring your progress.
There’s plenty of paid rank checkers which can be set up to send you automatic updates. They can also cater for local and national searches. However, there’s also some great free tools out there which helps give you a good indication of your rankings, including:
Tracking website speed
Having a fast website means users are more likely to stay on your website and engage with more pages. According to Google, if a page takes more than 3 seconds to load over 50% of users will leave your website. You can monitor your website speed using a tool called Pingdom.
Even the best tools can’t tell you absolutely everything. For instance, if you are a B2B company, you can't always track the number of leads that have originated from your website; some people will find you on your website and then will contact you directly rather than filling out a contact form.
That’s why doing marketing surveys is crucial. Asking new companies/customers that have inquired about your services, where they first heard about you from can often be the best way to monitor your marketing efforts.
By Alice Turton, marketing manager at DS Creative
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