There is almost nothing more valuable than understanding visitors’ behaviour when they land on your website. You can learn what content switches them on, how they like it presented and where to best place call to actions.
It helps to ask yourself some key questions, such as who are your key visitors? Google Analytics can give you this information within the Audience report section. You can find how many people are visiting and whether they’re new or returning visitors, as well as where these visitors are based in the world.
Another good area to monitor is how visitors arrive on your website. This sits under the Visitor Acquisition section of Google Analytics and can give you valuable insight into which of your marketing channels are working for you. It can also give you an idea as to whether your audience is more likely to engage via e-mail or social media for example.
Analysing visitor data can also tell you what your visitors like. Looking at how they navigate around the site and where they spend their time, can all be useful thinking about what information works well and what areas aren’t as important to your visitors. Where visitors spend their time can also give you a good idea of where to place your call to actions.
Identifying potential weak spots
And finally, what makes visitors leave your site? This is a bit more tricky because as we all know, sometimes you land on a site you didn’t mean to land on – it doesn’t give you the information you thought it might following an internet search for something specific. So, you leave immediately. This will inevitably happen to your own site and probably more than you think.
The Behaviour tab in Google Analytics however gives you access to a report on Exit Pages which shows the pages visitors most often leave your site from. It’s worth looking at the pages that are exited most often to see if there is anything you can change to make it more similar to the more successful pages on your site. Re-visiting it with these analytics in mind, might give you a different view. Is the call to action on that page not as obvious as you thought for example, or is it not in the best position?
Analytics are a useful tool to understand the people that want to find out more about your company. When used properly they can offer a real insight into who is looking at your website and the aspects of your site that are working well and the aspects that aren’t working so well. If you continually use them to update and refresh your site, you should see improvement over time, through the delivery of content your visitors want to see, where and how they want to see it.
We’d love to hear from you on this topic – are you a regular user of an analytics tool or do you use other measures to find out what’s working and what isn’t online?