They’re creepy and they’re kooky, mysterious and spooky… but even Halloween’s most terrifying creatures don’t come close to the fear some business owners and marketeers feel when they start to tackle of the more mysterious and arduous aspects of their marketing. That’s why every day this week, CuCo are releasing a short article debunking a marketing demon that fills the hearts of our clients with fear and sends shivers down their spines. They say knowledge is power, it’s time to kick some of those skeletons out of your closet.
‘The price of light is less than the cost of darkness’ – Arthur Nielsen
With the sheer amount of data points, the seemingly endless number of pages within pages, and the ever-changing configuration of the system, it’s no surprise that Google Analytics can give some a bad case of the heebie-jeebies. What on earth should you be measuring? Where can this information be found? If the thought of using Google Analytics fills you with dread, read on.
Google Analytics doesn’t have to be the dark figure looming in the background. Once mastered, Google Analytics is one of the most important assets digital marketers and savvy business owners have for measuring their inbound success. It won’t lie to you and can provide you with vital information like how many visits is your website getting each month? What about specific pages? What search terms do people use to find your website? (a great way of understanding how your product/service is of value to your audience) and how many pages do people view on average during a visit to your site?
This information can then help you to attract more of the traffic you are looking for, and help you turn more visitors into customers. You just need to know where to look.
Beat the fear
Define your focus. What are you hoping to find out? Decide what kind of stats would be most useful to you. Compile for yourself a series of questions that, if answered, would have the power to change the way you market your business. What type of person is visiting my site? What type of content are people most interested in? What can I do to make their experience better?
Take a look at your Google Analytics and establish where you need to go to find that information. Make a note of this for future analyses.
Turn the data into insight – Were the results as you expected? What is and isn’t working about your website?
This step is arguably the most important step but is also the most often left out. Turn your insight into actionable insights! Optimise your digital initiatives. Fix what isn’t working, do more of what is!!
Make it a habit. Create a monthly event in your Calendar to review your analytics. Made any changes to your website recently? What effect has that had? Google Analytics paves the way for a programme of continual improvement.
Still scared? Call us on 01202 911959, and let’s increase the value of your website together.