Internet technology and marketing

November 19, 2009

Anatomy of analytics – part 2


The first thing that Google Analytics displays is your traffic for the last 30 days.  This is immediatelyhelpful because you can quickly determine if people are even coming to your site.  If so, how frequently are they doing so.

– how many visitors are you getting?  Are they repeat visitors or are they unique visitors?  Unique visitors are those that are seeing your site for the first time.  This is important because now you can determine how wide an audience you are actually reaching.  Repeat visitors are good, too.  This indicates the visitors that are still considering using your products and services, or are returning because of your rich content.  All visitors are important.

– Examine your bounce rate.  This tells you the percentage of visitors that exit your site as soon as they see the first page.  Of course, there are a number of reasons why this might happen.  They may have gotten to your website in error (wrong domain name, dot net versus dot com).  Or they may see your first page and realize that your site is not at all what they were looking for.  For example “java” could mean the coffee beverage or a programming language.  They could be “turned off” by that first page and conclude that they have no interest in doing business with you.  Obviously the lower the bounce rate, the better.

– how many pages are visitors looking at?  Which pages are atracting the most visitors? The pages with the most views are the pages that are of most interest and therefore are the pages that you should give more attention.  These are the pages where you can place more and better “calls to action” for lead generation.  These are the pages that should be better optimized to attract even more visitors from search engines.

– take a look at the traffic and when it occurs.  Are your visitors equally spread across the week?  Probably not.  If there are specific trends, then you can take advantage of that when you post new content or new “calls to action”.

Where are visitors coming from?  Are they coming from search engines? What can you expect? Are they geographically dispersed?  We’ll discuss that in another posting.


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