Making your website work for you involves much more than a polished design on your dot-com, but will it earn you a profit? Here’s a hint: Google can help you.
You’ve done it; you’ve made the leap. Your idea has become a reality, blossomed into a company, and you’ve designed a website.
How effective is your website? More importantly, do you understand what makes your website effective? By “effective”, we do mean profitable. If you were asked what the most popular element of your website is, would you be able to answer? If you aren’t able to answer these questions, why haven’t you added Google Analytics to your website yet? You can’t afford to wait any longer!
Google, the most trusted name AND the de facto authority in all things search engine-related, offers its Google Analytics service to help you understand just how your website is working for you – and where it’s not. Google Analytics gives you unbelievable insights into ways to make your website working smarter AND harder. Did we mention this fantastic tool is free?
What are you waiting for?
To start, you add a snippet of code text to your website’s source code and begin tracking everything you could ever want to know about anyone who comes to your website. We understand the phrase “source code” might sound like a foreign language to a lot of readers, but we promise this is painless – and Google makes sure to provide easy-to-follow video tutorials that aid anyone in getting started.
Getting started is simple:
That’s it – you’ve now created a Google Analytics account and retrieved your Tracking ID snippet! How do you add this to your website? Your tracking code snippet will look something like this, but ‘GA_TRACKING_ID’ will be your tracking ID, and often looks like ‘UA-XXXXXX-1‘:
window.dataLayer = window.dataLayer || ;
gtag(‘js’, new Date());
You’ll add this code snippet to each page of your site you want to track right after the openingtag on each page. Once this is in place, Google Analytics typically takes about 24 hours to being reporting traffic, though a quick visit to your website in a new browser tab will register your visit in Real-Time reports, thus eliminating your need to wait 24 hours and potentially waste an entire day (of profits).
A few items to remember as you start using Google Analytics:
Take Google Analytics for a Spin
We recommend paying attention to a few key areas at first.
Do you have a social media profile? While this is a critical marketing channel, it’s also a great opportunity to take Google Analytics for a test drive. Using a social media post that includes a link to your website, you can see the corresponding traffic within GA and determine the effectiveness of post content, and correlate Facebook reach to website visitors.
New Traffic Pattern Ahead
Over time, you’ll begin to see patterns, and note traffic spikes and dips as well as begin to predict traffic. Leave the visitor wanting more from your site with each page. The desire to see more will earn another click.
Which pages of your site are most popular? Go to Behavior -> Site Content -> All Pages, and see every page of your site and its corresponding traffic metrics. These can be sorted however you choose.
Pay close attention to pages with high bounce rates, and the landing pages and exit pages. A bounce rate, as described above, is a wasted opportunity because the visitor isn’t engaged. A landing page is where traffic enters your site; adversely, exit pages are where traffic exits the site. Landing pages can be an indicator of external links that point to your site, and optimized accordingly, can attract visitors to continue to additional pages.
Google knows they have an incredible tool for websites, and won’t give everything away for free. At some point, you’ll encounter the most dreaded words for any Google Analytics user: “not provided”. Typically, these are enclosed in parentheses, “(not provided)”, and will come to represent the largest chunk of your traffic. These are visitors who are logged into their Google account while visiting, and Google restricts information shown to protect the privacy of Google account users. The good news is that Google will share more details with you – if you upgrade to a paid Adwords package or premium analytics account. A closer look at keywords will help with organic traffic, and perhaps a paid boost on your most effective keywords will “up the ante”.
A few more key features in Google Analytics we recommend trying out:
Understanding your audience is the key to knowing what makes them “tick” – and what makes them open their wallet. Once you start actively using Google Analytics and tailor your site for search engine optimization, it’s amazing what doors may open for you.
Parkway Tech offers technology management, help desk services, and strategic IT consulting to law firms and legal practices across North Carolina.
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