Stabbing in the dark and not finding the prize?

By January 18, 2012Blog, Marketing

You need hard figures for real insights into who, how and why is using your website. Use analytics to measure and optimise web traffic and effectiveness.

The “build it and they will come” mantra is fine for Kevin Costner but in the fierce environment of online operations it is fool hardy not to have strategy (informed by data) behind your web presence.

Understanding the source and the behaviour of your users will help you get the best out of your website, generate more leads and hopefully help you fulfil your online objectives.



Web statistics have long been used to track where visitors are coming from (geographically and online) what language they speak, how often they visit and what browsers they use. There’s a barrage of software available, although, in its new 2012 incarnation, Google Analytics includes information for web strategists to use as part of their arsenal including ‘real time’ data.


Track user behaviour by measuring pages per visit; average time on site; bounce rates. Create events to track such as enquires, conversions, downloads, how many scrolled all the way to the end. See what parts of the site are attracting the most users, getting them to stay, such as landing pages or campaigns. This allows you to adapt the site and content strategically rather than on an ad-hoc basis

Goal flow allows you to evaluate a conversion funnel and identify processes that aren’t working or that are too fiddly for most users to bother with.

View top keywords and search terms to spot trends based on different criteria that you select – including visits, bounce rates and pages per visit.

The ability to monitor the average page load time you can make sure your site is running smoothly as delays result in lower conversions.

Examining mobile web analytics enables you to cater your site according to what devices, smart phones and tablets people are using. This is a crucial consideration when building your web’s functionality and useability.

Gauge users’ level of social engagement with your site by tracking what content and pages inspired social action: such as shares, retweeting and likes. We recommend plugins such as Sharethis and AddThis sharing plugins to boost traffic and for which Google Analytics is a complimentary tool.

Personalise areas such as dashboards so your users can quickly access the statistics that relate to their area of responsibility. Or create separate areas for different campaigns or target groups.

Our advice is to employ analytics to put strategy, backed up by figures, behind your site and to ensure it is functioning at its optimum and designed for your business’ needs.

Want help building your website and powering analytics to get the best results?

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