Web analytics can be confusing and time consuming for many small business owners. As a result, many business owners choose to delegate the task of monitoring analytics to their web pro. There’s nothing wrong with this practice. However, when you meet with your web pro, there are three key web analytics that you should zero in on. These include: conversion rate, backlink profile and visitor engagement. These analytics will provide you with valuable insights into your online marketing efforts. You should use them to adjust your existing marketing efforts and drive your future online marketing strategy.
1.Conversion Rate – Conversion rate is the ratio of visitors to your website who convert from visits to specific actions such as subscribing to a mailing list or making a purchase. Monitoring your website’s conversion rate is important for any business. Understanding your website’s conversion rate can help you identify areas of your online strategy that need improvement. You can also use conversion rates to set goals and monitor the success of your marketing campaigns. Many small business owners use Google Analytics, however, there are many other options available as well. Talk to your website designer to help you pick out and set up the best analytics tool for your needs.
2.Backlink Profile – Monitoring your backlink profile is more important now than ever before with Google’s recent Penguin algorithm crackdown. Your backlink profile can impact your search engine ranking. If you’ve been working with a responsible website pro since developing your site, then you might not have to worry too much. At the very least, you may want to work with your web pro to develop a strategy for monitoring your backlink profile longterm. However, if you’ve used questionable SEO practices in the past in terms of generating backlinks, then you will need to pay special attention to your backlink profile. Work with your web pro to help you analyze your backlink profile and then take active steps to improve it, so that your website is SEO friendly and positioned for success.
3.Visitor Engagement – Understanding how people engage with your website can provide you with valuable insights. You can use these insights to improve your website and its content.
For example, if you notice that most people spend under two minutes on your landing page, you may look to improve your landing page. Adding a video, infographic or breaking up large blocks of text with images can help increase the amount of time people spend on a page.
As you can see, tracking visitor engagement can help you fine tune your website’s content so that visitors will spend increasingly larger amounts of time on your site. Work with your web pro to help understand how people engage with your website. Key visitor engagement analytics to focus on include bounce rate (the number of visitors who only visit your landing page), average pages per visit and number of social media shares.