Four website analytics tricks for measuring website ROI

POSTED BY Andy Sulhoff - 03.05.15 - Website design

websiteROIGetting a lot of traffic to your website in and of itself is not a digital marketing strategy. It’s not even a very effective tactic if the traffic you’re getting isn’t converting the way you want it to. A digital marketing strategy whose sole goal is to count the number visitors is really just a money pit. Your website should be that silent sales rep, working 24 hours a day to connect with your customers and create real, live leads.

How can you measure if your website is delivering on this promise? Website analytics provide an excellent opportunity for any business to optimize their website ROI and digital marketing efforts. The analytics packages available are fairly simple to learn and offer a number of methods for measuring the success of your website.

Here are four website analytics tricks every business should be doing to optimize their site.

Measure conversions by tracking events

Analytics services such as Google Analytics allow you to track the occurrence of specific events on your website. For instance, you can track how many times a specific page is visited, how often people land on that page and leave without clicking on anything and how long someone stays on the page. You can direct your visitors to a Thank You pages when they complete a desired form or action and measure your conversions by the number of Thank You page visits. You can also create JavaScript to track more specific occurrences such as how often the Free Quote button get clicked or how often a visitor see a specific piece of content on a page. Using a variety of event tracking on your website can help focus your web optimizations.

Set up funnels for specific paths

Funnels in Google Analytics allow you to setup a specific path you want users to take from one URL to the next all the way down to the “conversion” page. Funnels allow you to see what percentage of your traffic is following the path you want them to take to get to a certain page. It also allows you to see where in the process visitors are dropping off and where they are going. If you see a good percentage of your traffic is leaving a funnel and going to a page that doesn’t link to the conversion page, you could add a conversion pagelink to the previously mentioned page.

For e-commerce sites, it’s particularly important to determine where potential consumers are dropping out of the buying process: product page, shopping cart, credit card page. Identifying a critical drop-off page provides insight you can use to optimize your website purchase process.

Use segments

Segmenting your data within your analytics platform  provides a more granular view of your traffic. In turn, this will help you create strategies specific to various segments depending on their behavior. For example, you can measure how sales per visit for organic traffic compares to social traffic. If one is greater than the other, it may make sense to allocate more dollars to the source that generates more sales and maximizes your website ROI.

Optimize, Optimize, Optimize

Learning to set up the events, funnels and segments is the first step. But simply having them set up doesn’t mean much if you don’t use the information to optimize the site. So spend some time learning to use your website analytics package and then take the time to strategize how you can get the most out of these tricks. And then set aside time each month to review the data, analyze your findings and then make changes to improve the results.

Creating these basic tools in an analytics package is easy and can help drive future success for your business but keep in mind that website optimization is a long term process. You need to give the changes that you make to your website a chance to work before you make wholesale changes based on a few weeks or even a couple of months data.

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