As we’ve discussed before, analytics is an extraordinarily useful tool in Internet marketing, and one of the key ways Internet marketing stands apart from traditional marketing. The wealth of hard data at your fingertips lets you know exactly what is and is not working, allowing you to spend your marketing budget far more efficiently than ever before. Here are some key analytics to keep in mind:
Number of visitors
How many people are coming to your site every day/week/month? This is especially helpful when gauging the effectiveness of a new component of your marketing campaign, such as an advertised special.
Where are your visitors coming from?
Google and other search engines? Links from other sites? If so, which ones? Web ads? Again, which ones? If you know that ads on one category of sites are driving a lot of business your way, while ads on another are performing weakly, it becomes pretty easy to increase your ROI.
What are the keyword phrases people are using to find you?
Knowledge of your key term phrases is almost immeasurably important. A key part of any reputable SEO campaign should include the creation of content geared toward the keyword phrases that people are actually using to find you. Not only will this drive traffic, but it will be targeted traffic, meaning you should get more conversions.
What do people do once they get to your site?
Are they leaving right away, or lingering? Do they spend a lot of time on the homepage, or are they getting to the deeper content they want right away? If the former, you might need to redesign your navigation. Are they abandoning the checkout process halfway through? Simplify it. This sort of information is simply hitting you over the head with how to improve your site.
Where are they landing?
Do most of them land on your home page? Or are they scattered all over the place? If the latter, make sure they can easily navigate to where they want to be, including the home page, and make sure they never feel lost. Be sure to make the most of pages that are frequently visited so you don’t miss out on a conversion opportunity.
These are just some of the ways analytics can help your business, and a good SEO firm has the expertise to tell you exactly what it all means and how it can be used to improve your site. With Internet marketing, there’s no reason to leave anything to chance.