Discussing Website Analytics — Whiteboard Wednesday Writeup
I am always shocked and slightly dismayed at the number of small businesses that are not using analytics to measure their websites. In this day and age, this is simply not acceptable. This Whiteboard Wednesday Writeup is a quick summary on Analytics.
Basically, analytics offers a way to measure your website. By looking through the data collected and tabulated around Key Performance Indicators the analytics will begin to paint a picture of the performance of your website.
The data being collected is a numerical representation of visitor behavior on your website. Things like: time spent on the website, number of pages visited, returning versus new visitors etc
As marketers and business owners we can use this collected information to measure the website and therefore manage the website.
Are visitors engaging with the pages we want them to?
Are our visitors spending quality time on the website?
Is the website working for our online marketing goals and strategy?
Why do I really care about this?
There is a common joke in the marketing community.
Half of the money I am spending on my marketing is a waste — I just don’t know which half.
Without analytics and a measurement and management plan, this statement is maddeningly true. It can be stressful in the beginning. Using new tools and exploring data can seem like a giant task and what if the numbers are bad?
At least you’ll begin the process of getting your fingers around your website and digital marketing and that has major value to you as a marketer and business owner.
Ready to get started?
I thought so! First, create a Google Analytics Account — HERE. Then create a property and view within the Analytics tool and install the provided HTML script into the header of your website. If you are working with a freelancer or website builder this shouldn’t be too difficult. Once it is properly installed and collecting data you’re off to the races! Exciting stuff for sure.
For a great deep dive into this topic you’ll be interested in another article we’ve written Measure Your Website — Start with a Plan.