Do you look at Google Analytics data? Ever measure which posts drive the most traffic or do you keep blindly adding new content ?
Social media analytics give you a partial understanding. However, it won’t track all you visitors, including the all important returners who are mostly likely to get in touch.
Adding Google’s tracking code to your site will identify your most popular content. From here, you can improve content and increase sales enquiries, by looking at the data from Google Analytics(GA).
Working with GA
To be of any use, you need to be able to understand and interpret the data Google’s tracking provides, in Google Analytics. Then, to make design and content decisions based on this, you need to draw accurate conclusions.
Pick the Bones out of that!
For example, in the last 3 months, average time per session on the site may have dropped. This information tells you… very little.
It may mean a drop in engagement due to poor content or design. Alternatively, it could mean an increase in engagement! For example:
- an increase in smartphone users is likely to reduce engagement times. However this may increase enquires as visitors tend to make quicker decisions on the phone.
- increased visits via promotions of specific events or products can also result in faster journeys to a specific call to action.
Baring in mind how complex it is to draw the right conclusions, the more accurate the data you analyse, the more incisive and useful that knowledge is.