How do you use the data from Google Analytics to make the best business decisions regarding your website? Here are two examples of how you to implement changes to your website based on the data found in Google Analytics.
Let’s say Google Analytics tells you that the phrase “healthcare supply chain” is the most relevant and popular keyword used by searchers to find your site. The data tells you that visitors who come to your site using this search term are those who are spending the most time on your website. Immediately, you should say to yourself “I need to become more optimized for that term so that as many people as possible who are searching on that term find my site.” One way to become more optimized for that phrase is to build out additional optimized pages dedicated to that phrase. I say this because, when it comes to search engine optimization, “content is king”. Press releases and case studies geared toward that keyword phrase, too, are effective tools to add content. You should also start a blog on your website and feature that phrase prominently in your posts. Look for blogs on other sites that are highly optimized for the phrase and contribute to them. Finally, look for more external websites to link into those pages using that keyword phrase as the link.
A second example is the home page, probably the most important page on your site. What if Google Analytics tells you that your home page is the biggest exit page or is the page with the shortest visit? You can conclude that the copy or design isn’t compelling. Add offers and calls to action to entice visitors to go deeper into your website. Change your positioning statement to make it clear what your company does. When you do this, make sure the copy speaks to your customer’s needs. Change the graphics to make them more appealing/relevant to your target market. Use your content management system to refresh the content on a regular basis. You can make your company appear alive and successful by adding an area for press releases, case studies, testimonials, and awards. Your content management system will also enable you to change the navigation to make it more intuitive and user friendly.
By introducing changes, and tracking the results in Google Analytics, you will be creating a better, stronger lead generation tool from your website.
There’s a good reason why many top companies use Google Analytics. It’s a powerful tool for understanding how visitors interact with your website. When you know what to look for, and how to use all of that valuable information, you can constantly improve not only your site, but your marketing messages and strategy.
Remember to pull reports at least weekly to compare results to your goals and to identify any necessary changes to your marketing strategy. Analysis and refinement is time-consuming, but your ROI depends upon constant attention to the process. Use Google Analytics regularly, and you will be rewarded with a better site, better leads, and ultimately, better sales.