Wednesday, October 30, 2013

Google Analytic Metrics that You Should Track

No matter which web analytics tool you use, you’re going to be presented with a robust array of metrics. From page views and unique visitors, to referrers and average time on site, there are endless amounts of data to sift through. While you could keep a close eye on every single metric on your web site, there’s really no reason to—especially since you’d probably run out of time for sleeping, eating, and other basic life activities. Focusing on the following key metrics will tell you almost everything you need to know.

Visitors: The number of visitors to your site will give you a general idea of how well you’re getting the word out about your business.

Page Views: Looking at page views can tell you what content on your site is the most popular. If you notice that certain pages are very popular with visitors, think about why that might be the case and use that same strategy for pages that may not be drawing as many views.

Referring Sites: Looking at referring sites will give you an excellent snapshot of the type of people who are visiting your site. For example, if you sell kitchen gadgets and you notice that one of your top referring sites is a recipe site, then you know that visitors from that site are in your target audience. Referring sites are also useful in helping you boost traffic, especially for small business owners. Many small businesses
partner with business associations to generate more visits. Using an analytics tool, you can see which partnerships are bringing in the most visitors and invest more in those that provide better results.

Bounce rate/Exit pages: A bounce rate measures something different than an exit page, but both can give you important insights into why people are leaving your site. In most analytics programs, a “bounce” is recorded when a person visits and leaves within a second or two, usually before the page is even done loading. Top exit pages show you which pages people visit immediately before they leave. If the page
contains a “thank you” message after a customer places an order, a high exit or bounce rate would be expected. However, if your product pages are some of your top exit pages, it may be because your descriptions are unclear, or maybe your prices are too high.

Keywords and Phrases: Keywords and phrases let you know what terms people are using to find your site in search engines like Google and Yahoo. This can give you some idea of how to add different content to appeal to even more customers. For example, if you are a florist and many people find your web site by typing in “flowers for Mother’s Day,” that’s perfect. However, you can also consider adding content to your site about buying flowers for anniversaries that will help your site rank highly when people search for “flowers for anniversaries.”


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