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Chapter 28 / Section 3 – Utilizing The Information From Google Analytics
Developing and maintaining an online presence for a business or organization is something that isn’t just created and then left alone, but it is important to keep monitoring and working on the website to make sure it continues to be successful. This is one of the key reasons that Google Analytics is popular, as it gives you a range of software that allows you to monitor the website’s performance, and a range of information about the visitors coming to your site. What this information can do is to help you to identify where you need to apply your effort in terms of improving the site, and what marketing methods and pages are working well.
Measuring Your Website’s Performance
With such a wealth of information presented through Google Analytics, it is easy to get lost, but the headline figure for many websites will simply be the number of hits that the site is getting, and whether they are first time or repeat visitors. Another interesting tool that is a part of the suite is the ability to check the location of those visiting the site, and there is even a function to see the browsers used by your visitors. If you are running a social media event or publishing an advert, this is a particularly important time to monitor the website as it will give you a real idea about how successful these efforts are.
Applying The Information To Your Web Strategy
Because Analytics offers you a spectrum of different types of information, you can choose to act on the headline figures or focus on smaller areas where work is required, such as tailoring your site to the type of browser used by the majority of visitors. The information on offer can also give you an indication showing whether or not your site is reaching the target demographic, and whether or not your promotional campaigns are successful. One interesting idea is to employ a SEO professional and then to monitor the performance of the site in the weeks and months afterward to see if this can help to boost the performance of the site.
Monitoring Adwords Performance Through Google Analytics
As a company that aims to provide the full suite of business tools to customers, it is no surprise that there are additional monitoring tools for those that use Adwords, so that site owners can be confident that Adwords is working for them. The statistics available allow you to isolate the users coming to the site through Adwords, and then to see whether or not they visit multiple pages or make a purchase, which can help you to monitor the effectiveness of Adwords advertising.
Web Design With Google Analytics In Mind
The key to effective use of the information that you can access using the software is to use it to tailor your web design and any work that you do on your website. Look to see which parts of your website are most successful, and tailor the quieter pages to try and use the same techniques as the successful pages. You should also look at the designs of your advertisements and social media campaigns by bearing in mind the results you can see from other campaigns through the Google Analytics suite.
