Analytics data helps us to determine how our website is performing. This is the accountability portion of how our site is performing, because you can't improve or achieve a goal unless you are tracking the results. There are a number of different analytics packages across the internet landscape, but I focus on Google Analytics.
In order for our website to succeed we need to be able to answer certain questions:
- What are my most popular pages?
- How did most of my converting customers find my site?
- What other sites send me the most traffic?
- Where do my visitors live?
These are just a few of the questions that we can answer if we set up the right reports and dashboards in Google Analytics. This tool has more reports and data collection than most users will ever need, but I've found the key is making sure that you set up a dashboard to capture your most importatnt information. We can not only help you to install Google Analytics, but after a conversation we can help to set up a dashboard that will help you to answer your most pressing questions about your website performance. We can also help you to set up goals. Goals are usually the the things that we want users to do when they are on our website. We want them to click the "Schedule Now" button or we want them to go to the contact page. We set up tracking codes that will determine how often your users utilize the behaviors that we are seeking. This is the most imporatnt thing in the conversion rate optimization process, because we can't track a conversion without a goal being set up in Google Analytics.