In today’s video Ralph Wilson of Web Marketing Today talks to Bryan Eisenburg, speaker, author and marketer with Eisenburg & Associates, who has a few tips on how to make your website analytics pay.
Most people have website analytics, even if they take no notice of them. But why would you do that? Well, perhaps, you don’t really know what to do with the results. Be honest now. It’s great to see how many visitors you get a month, but do you know how to use the data an analytics program collects to improve the bottom line of your web business?
Bryan has 3 tips and the first one may seem a little obvious. He recommends you write a to-do list and ask, what areas of my website are not working? What do I want to improve? What should I be testing? Are you even testing? Are you making changes and measuring the results in visitors or buyers? If not, you should be. You need to take time, regularly, to think about improvement. This is a reflective process. The Japanese are great at continuous improvement; they call it kaizen. The Toyota Corporation epitomises this approach to business.
For example, if you are using google analytics, click on the advanced segments from your dashboard and create custom reports; new visitors, returning visitors, paid search traffic, non-paid search traffic, direct traffic, and more. If you are not getting many returning visitors, perhaps you are not doing enough to make your site sticky. Maybe it’s time to listen to your visitors a little more; to engage them in conversation. Let them help you.
A plan of continuous improvement will make analytics pay.
