|How are visitors finding your website?
What keywords are they using on Google that lead to your website?
What is the conversion rate of your product pages?
How many pages does a visitor navigate before leaving your site?
While discussing the needs of my clients and their goals for lead generation, these are some of the questions I ask to better understand where they stand “today”. These questions not only help me better understand what has already been done, what is working, and what is not but it also gets clients to ponder over key areas that they may have not thought about previously.
It is critical to establish your benchmarks and monitor your progress since you need to continuously find what activities you do is working (the winners) and what areas of your website are not performing (the losers). Basically, continuing to invest with time and money on further changes to your website without understanding what is working or not working with previous changes is as good as flying blind. So how do you monitor the performance of your website? Our choice when it comes to analytics software is “Google Analytics”. Even though it is a free package, it still offers deep and broad reporting capabilities that will please both a small business owner or a Fortune 100 online marketing manager. Being free of course is an added bonus! The goal of this article and the next several parts is to enable anyone who has some level of ownership and control of a website to get Google Analytics running and start making decisions to improve their website based on user activity. The overall goal is to identify and leverage winners and to change or get rid of the losers. So with no further delay, lets get started with integrating Google Analytics on your website.
i. Point your browser to http://www.google.com/analytics and click on the Sign Up Now link.
ii. On the sign up screen, click on the Sign Up Now link or if you already have a Google Account, login with your account.
Point your browser to http://www.google.com/analytics. If you already have a Google account, login with your Google account.
iv. Step 1 of the wizard is providing some basic information about your website. Complete all fields and click Continue.
v. Step 2 of the wizard is providing contact information for your website. The contact information can be contact details of the person in your team who is going to monitoring your analytics, deciding on which reports to monitor, and making configuration changes.
vi. Step 3 of the wizard is providing is accepting to the Terms and Conditions. Click on the checkbox to accept and click the Create New Account button.
Adding Google Analytics Tracking code to your website
Depending on whether you know html and have access to your website files, you can add the tracking code directly or may need to get assistance from your webmaster or IT contact. The Google Analytics tracking code needs to be present in every page of your website. Paste it just before the closing body tag – – of each of your pages. Depending on how your website has been built, you may be able to add the tracking code into a single file which is part of every page vs. having to include it in every page. If your website is based on asp.net, you may be able to include the tracking code in a masterpage or a user control that is part of every page. If you website is static html, you could create a Server Side Include (SSI) with the tracking code and make the SSI file part of every page. If you are not familiar with HTML or not familiar with how your website is built, your best is to contact your webmaster or IT contact. Feel free to drop us an email and we’ll point you in the right direction.
Once Google Analytics is integrated into your website, you can ensure that it was integrated successfully by viewing the Check Status column.