Google Analytics is the most widely used website statistics aggregator out there, it’s helpful to measure using Google Analytics. Unfortunately, most users don’t pay enough attention to the data to realize the epic insight it is capable of providing. It’s not that users don’t see the value in the information; it’s just that they don’t know what to do with it. Remember, you can’t measure what you don’t track!
You can use Google Analytics to follow those goldfish we spoke about last week and find the areas of real interest. You can use this knowledge to prioritize what you should KAF (see last weeks tip for more on that) and how to effectively produce more content that your users pay more attention to.
The best jumping-off point to that wealth of knowledge and opportunity is to get to know the three most important statistics offered by Google Analytics.
Using Google Analytics to view data:
1. Bounce rate.
As Google puts it, “bounce rate is the percentage of single-page visits in which the person left your site from the entrance (landing) page.” Bounce rate is one of those factors that can impact your Search Engine Optimization (SEO) ranking. So, we need to make sure to keep your bounce rates low to help boost your SEO positioning. Think about it, if your entrance pages aren’t relevant to your visitors (or if the most important information about your business and the products/services you offer) is not using KAF rules discussed last week-your bounce rate will likely be high. It’s an important statistic that defines the quality of your entrance page content.
2. Time on Site.
Again, straight from the horses mouth, “time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting with it exclusively.” A high time on site statistic shows that you have effectively fascinated or captivated your viewers enough for them to stay for an extended period of time. Fascination is key to motivating consumers to buy into what your business has to offer. (More on fascination next Tuesday.) But, be wary of this statistic. Time on site is not the holy grail to customer fascination with your content; it could be misleading in the cases where those darned goldfish (short attention spans and all) leave that browser open even though they may not actually be viewing your site. (A sandwich or TV after all can easily win the fascination contest.)
3. Length of Visit (Visitor behavior).
Another quality indicator, this is similar to Time on your site. The graphs provided with this data give a more detailed picture of user visits (better than just an average number from Time on Site). With this, you get a picture of the whole distribution, but remember this data is skewed by the aforementioned sandwich/TV lovers.
So now that you know more about Google Analtyics, you need to take action and get your account set up. If you need more help in setting your account, be sure to contact us.