How To Use Website Analytics To Drastically Improve Performance

By WaLynda Thompson | Blog

Jun 26

You may have heard of the term “website statics” or “website analytics” being thrown around when people talk about ways to really know how your website is performing. This topic is really critical for any entrepreneur selling their products and/or services via a website. Before we dive in deep I want to bring anyone that is reading this up to speed on exactly what website analytics are. I want to make sure we will be on the same page when I cover how to leverage the data to make more sales later in this post.

So…what exactly are website analytics?

Here’s the widely used definition. Website analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

In plain English it is giving you valueable data on the following.

1. Who is visiting your website?

2. How did they arrive there?

3. How did they interact with your website while they were there?

4. Where did they go after they left your website?

If you don’t have and regularly review this data you can now see how making decisions on your website is currently done more blind than it has to be.

Having this data and using this data correctly is how entrepreneurs win long term with their business.

Where do you get this data from?

You can access this data from software applications built specifically to track, retrieve, store and report this data.

These applications include:

  • Google Analytics
  • Clicky
  • Kissmetrics
  • Mint

What information Can You Get From Good Analytic Software?

The data you can obtain is quite amazing.  It can include but is not limited to the following.

Your Website’s Audience

  • How many visitors have you had to your website in the last 7, 30, 60 etc. days.
  • Were these visitors new to your website or returning?
  • What countries are they from and other demographics?
  • Are they visiting from Firefox, Safari, Chrome or other web browsers?

How Your Audience Behaves

  • What page did a visitor land on and what page did they exit your site on?
  • What are your most popular pages?
  • How much time are your visitors spending on your website?
  • Social mentions and shares.

Data On Campaign Performance

  • What are the campaigns that are driving visitors to your site?
  • What other domains are referring visitors to your website?
  • What are the keywords people are searching to find your website?

How Should You Use This Analytic Data?

Website analytics should be used to make informed decisions on your website. First you will want to determine what are the true goals for your website. Your goals will be different depending on what type of business you have.

Analytics data can be overwhelming if you are not looking for specific metrics. That’s where your goals come in to help define what you are looking to measure to make improvements.

For example if you retail hair products via an ecommerce website platform, your specific goals would be different from that of a specialist that helps coach families with troubled teens.

The ecommerce site would be focused on selling products in the store platform. They would be wanting to know what factors are driving sales to products, looking for what is working for up-sells and tracking their shopping cart data pretty heavily.

On the other hand the specialist would be more concerned with how visitors are navigating the information they are providing about their services, popular blog posts and what is leading visitor to the contact page.

The analytic software allow you to setup reports to be emailed to you once you have determined what metrics you would like to track. Again these specific metrics should be aligned with the goals you have for your website. There are some basic metrics you will want to have set up but you’ll want to go deeper so you can use the data to really constantly improve your website.

Why Is Website Analytics So Crucial?

Here’s extreme clarity on the importance of having and using website analytics.

If you are marketing your website in anyway such as blogging, social media posts, Pay per click and don’t have website analytics here’s the reality. You are wasting a lot of time, effort and money.

The key is really understanding your website visitors and their behaviors. Once you know this via the analytics you can optimize your website for better performance and results.

For example let’s revisit the online retailer of hair products.

A typical visitor’s journey to purchase looks like this.

-Land on homepage

-Product page

-Checkout/Order Summary

-Billing details page

-Order/Payment Confirmation

Without an analytics report you may not see what is truly going on in the checkout process. For example in the analytics report let’s say it was noticed that on certain product pages the customer attempted to advance to the order page but ended up somewhere else. That would be a link error that would need to be fixed.

How about if it was noticed that there were a large percentage of people abandoning their cart at the billing details stage. That would prompt an investigation into perhaps shortening or modifying that billing details page forms to retain more buyers through the checkout process. Really crucial information that could only be obtained from reviewing the analytic data on a regular basis.

As you can see, website analytics can really help you improve your website’s performance. I hope this post was helpful to you. If you need assistance with website analytics for your website contact our office here.

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About the Author

WaLynda Thompson is the Founder & CEO of Web Monster Marketing. She loves writing about how to use PRO Websites along with other brand expansion tools to help you dominate your market and dramatically increase your profits.

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