Does my website give me return on investment?

By 10/12/2013Jan 31st, 2014Uncategorized

Does my website give me return on investment?

So you’ve just had your website designed and developed and it looks great. Now that its live do you know if it is doing you any good? How many people are visiting it? Have you reached your target audience? Is the website achieving the goals you set for it? How many visits result in sales? What is the return on your investment?

Not knowing the answers to these questions is frustrating and bad for business. Google Analytics can provide you with the insights into your website traffic and marketing effectiveness that can help to answer them. But it can be difficult to understand and interpret these analytics correctly so that it they are useful.

So here’s a guide to interpreting your analytics reports which will help you to make sense of the information.

The dashboard

The dashboard offers an overview of a few of the most crucial analytics. Here you’ll get a snapshot of the activity on your website. Look out for any drastic moves in the graphs to give you an idea of activity that you should take special note of. I’ll look into each of the main sections from the Dashboard below.

Visitors overview

These analytics give you an in-depth look at the visitors of your site. For me, the Absolute Unique Visitors and Time on Site are the most important stats here. Knowing how many individuals visit your site vs how many visits your site receives gives you a good idea of repeat visitors. While the more time visitors spend on your website generally the more likely they will perform a task that you have set up as a goal.

The Technical Profile gives you a good idea of what browsers and the connection speed your website visitors are using to visit your website. This is important for further development so that I can ascertain what sorts of bells and whistles to add to your site based on the current visitors technological capabilities.

Traffic sources

Visitors will come to your website in one of three main ways:

  1. They will type your address into their address bar and visit directly.
  2. They will be referred by a link on another web page.
  3. They will reach you through search engines.
  4. The measurement of all of your on and offline marketing efforts against the pie chart provided will give you crucial feedback on the return on your investment.

The keyword listing is also of utmost importance. This list shows the top keywords that visitors have used to reach your website through search engines. This is gold and will be used in all of your future online marketing efforts.

Map overlay

The map overlay gives you a good idea of the concentration of visitors from various parts of the world. the darker the colour the more visitors. The list gives more supporting detail to the map.

Content overview

Which content of your website is being used most is important as it can help you to recognise pages that are more popular with your visitors. Compare this to which pages you’ve set as the most important pages and you get a good idea of how successful your efforts have been. The bounce rate is also an important stat. It tells you the percentage of visitors who left your website instead of moving on to another page within the it.

This information will help get you more informed about the performance of your website. It can of course also be mined in greater depths to find out more detailed information which will give you very specific and absolute stats on the website usage and your return on investment.

photo credit: LendingMemo via photopin cc

Sean McMahon

Author Sean McMahon

Sean McMahon is a digital strategist and website designer based in Johannesburg, South Africa. He has been in the digital design industry since 1998 and currently heads up Electric Pencil.

More posts by Sean McMahon

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