Why Use Web Analytics?
Using Web Analytics can give you key insights into your website’s performance: who is visiting your website, what key words they use, which of your marketing initiatives is the most effective and what content gets the most page views. Mind you,these are not “dry statistics” but a dynamic stream of crucial data that lets you in on the secret machinations of one of your most valuable investments: your website.
Getting Started with Google Analytics
Google Analytics is by far the most popular web analytics tool. It’s also free. On the Wix Help Center you’ll find a simple tutorial to teach you how to connect your website to Google Analytics in three easy steps. If you feel you need some preliminary orientation before taking the plunge, watch this video first. It will give you a good idea of things you can do with web analytics and a preview of Google Analytics’ interface. Be patient. Beginners’ usually take a day or so to get comfortable with the new environment. Keep in mind that this is one of the best investments you’ll ever make.
Setting Up Goals
To get the best results with your web analytics, you must know your goals, or what you want your website to accomplish. Goals will vary from site to site. Depending on your site, you may want users to complete a contact form, make an ecommerce purchase, subscribe to a newsletter, or view advertisements. Goals must be clearly stated in order to properly use web analytics and gauge the effectiveness of your site.
Once your goals are stated, you should create a clear user-path. A user-path is the route a user must travel in order to complete their goal. That may be the journey from the landing page to the contact form. Every successful journey through your user-path is considered a conversion. A conversion rate is the percentage of users who visit your site to the users who complete your goal.
You can use Google Analytics to increase your conversion rate. An effective user-path will allow you to see where users are falling off. Maybe your site does not clearly state “Click Here” to visit your contact form or maybe your contact form is too long for users to complete. These are called sinkholes. Google Analytics will allow you to see the sinkholes in your site so that you can patch them up!
Here are some tips:
- If the majority of your visitors are displayed as direct traffic (no referring sources), you may want to consider optimizing your site for search, or driving additional traffic through online marketing.
- If too many visitors are bouncing from your landing page, try simplifying the content. If you clearly define the value of your website, users will be more inclined to browse around.
- If not enough visitors are traveling to your conversion page (i.e. your contact form), make that journey is dummy-proof. Try enlarging the “Click Here” button or guiding users to a link with colors and contrast.
By testing ways to fill in the sinkholes, you can learn a lot about your user, your product and your website. Most of the time, you will need to simply optimize your content, make intelligent changes and observe the difference in user behavior. Optimizing content could be anything from the text on your site to the colors you use for your buttons.
Wix.com connects directly with Google Analytics. Your Wix website can handle all Google Analytics data, including data from your pages and mini-pages, allowing you to easily test the concepts of this blog post.
Now you’re prepared to optimize your site for maximum success!