If you have a B2B website, you should have Google Analytics installed. The free service provides meaningful insights into your site’s performance, helping you make improvements that will ultimately improve your business.
When you first open Google Analytics, you will most likely be very intimidated (and even highly confused)! Since Google Analytics was built with marketers in mind, there may be a steep learning curve if you try to analyze your website data on your own. If you’re lucky enough to work with a professional marketing company, they can do all the heavy lifting for you. They can analyze the data and present it to you in a straightforward way with recommendations for improvement.
If you’d like to dig around in your own Google Analytics account, the audience overview is a great place to start. It gives you an at-a-glance overview of the following basic metrics, based on your selected date ranges:
- Visits: How many people visit your site?
- Unique visitors: How many unique visitors come to your site?
- Page views: How many pages are visitors viewing when they are on your site?
- Pages per visit: What is the average number of pages viewed per visit?
- Average visit duration: How long do visitors stay on your site?
- Bounce rate: How many visitors come to your site and leave after a single page visit?
- New visitors: What percent of total visitors are visiting for the first time?
We like doing a deep dive into our clients’ analytics on a quarterly basis (along with basic monthly check-ins, if required). These reviews help our clients measure business goals against their websites’ effectiveness, and offer them insights into how to improve their visitors’ experiences, as well as how to drive more traffic to their sites.
Do you know how your website is performing? What analytics help you the most? Let us know in the comments below.