Let me ask you one question… Are website analytics important?
That was a trick question because there’s really only one right answer. YES.
Why are website analytics so important?
You build a website hoping that it will generate traffic to build your brand awareness. Because if more people are becoming aware of your brand, you’ll definitely have more leads to convert into paying clients. Right?
This is also kind of a trick question… because honestly, there is no point to having a website that won’t generate leads and convert them into paying clients.
After your website is up and running, how do you know whether or not your website is generating more traffic, building brand awareness, and converting leads into paying clients? By reviewing your website analytics.
Your website analytics can provide you with valuable information that can help you with things like improving your website, determining when to post content, planning for future marketing campaigns and so much more.
In the rest of this post I’m going to give you specific examples of how you can use website analytics to generate more leads and convert them into paying clients.
Improving your website
Understanding what pages your website visitors view, what days a majority of traffic visits your website, and how long your website visitors remain on each page provides you with the foundation you need to improve your website in multiple ways.
USING page traffic to determine what type of content your visitors are interested in
If there are pages on your website that have very little traffic, you can safely assume that the page isn’t being found. There is no point in having a page on your website that no one ever looks at.
You should look at your website like real estate. Real estate agents don’t want to have listings that no one is interested in. It takes a lot of time and effort to get the listing ready and if it’s just going to sit on their website and not sell, they won’t make money off it. It takes time and effort to create a page on your website. You won’t get compensated for that time if that specific page isn’t generating leads and converting them into paying clients.
If the content on that page is important, then it’s time to work on the SEO for that page. If the content on that page isn’t too important to your business, then take that as a lesson learned and forget about creating similar content in the future.
Same goes for pages with a ton of traffic. This is an indicator that the content on that page is optimized for search engines OR that you have amazing marketing out there directing to this page. Figure out what is bringing in the traffic and replicate it for other pages.
using traffic patterns to strategize future marketing plans
Traffic patterns refers to the days and times during the week that a majority of traffic is going to your website. (You can also look at this on a monthly basis if you have a seasonal business to determine what months of the year your website is visited most.)
It is best to refresh your website and post content on days where traffic is the highest. If your traffic spikes on Tuesdays and Thursdays, then make sure you are posting new blog posts on those days or that you are refreshing your content so that repeat website visitors remain engaged.
Ideally, your website traffic spikes on days you are publishing new blog posts or are directing people to your website via an email campaign or a social media post. This is also really good information because it shows that your blog posts are being viewed and that your marketing is doing it’s job.
So if you want more traffic and your blog posts or emails are generating traffic, this is an indicator that you need to send more emails or write more blog posts! Remember that if your marketing does a good job at directing people to your website, you want to have new content on your site for repeat visitors on days you are promoting your business.
using time spent on page to Update Page content
Analyzing the amount of time a website visitor spends on a specific page may seem really tedious. In reality, it’s really useful in knowing what pages need a complete face-lift. A page that has a lot of content but only keeps people engaged for 10 seconds, isn’t working as it should.
Figure out what pages you think should be the highest converting pages on your website and then look at the average time your website visitors spend on that page. You’ll need to use your best judgement as to how long it should take someone to read through the content on each individual page but once you know this, if the average is lower than that… your page needs to be improved.
If you think it should take 60 seconds for someone to read one specific page on your website and the average time spent on the page is 20 seconds, people aren’t reading your content. Use this information to determine what pages need your immediate attention and revamp them using psychology to really engage your website visitors.
using traffic and time spent on page to know how to best focus your time
Analyzing traffic and average time spent on page can completely transform the way you determine what to focus your time and energy on.
For example, if you’re posting a ton of content on a specific subject but no one is reading the content, it can mean 1 of 3 things.
- The content isn’t optimized for search engines.
- Your audience isn’t interested in this content.
- The content isn’t presented in a way that engages your audience.
If you have no idea how to optimize your website for search engines, this is a good starting place. Hire someone to do it for you – added bonus if they also provide you with information on how to optimize future content on your own.
But if you know your content is optimized for search engines, it’s getting decent traffic, but people aren’t spending enough time on the page to read all of the content, then either your audience isn’t interested in the content or the content isn’t presented in a way that engages your audience. In this case you either need to redesign the content in a way that psychologically intrigues your website visitors or stop creating content on that subject.
Same goes for content that is getting a ton of traffic and is keeping people on the page for an extended period of time. This is the type of content you want to create. That is the type of design you want to mimic. And the marketing behind it is something you want to replicate in the future.
Don’t waste your time doing the same thing over and over again if you know it isn’t working. Heck, don’t do the same thing over and over again if you have no idea if it’s working. Analyze your website traffic. Learn from it. And do things that you have proven to be beneficial to the growth of your business.
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