Is your company website using a website analytics program to track vital visitor statistics?  I sure hope so… but unfortunately many business owners have never been advised of the benefits related to tracking this information.

There are many different  reasons every website owner should be utilizing an analytics package… here are just a few of the big ones:

1.  It shows you what works, and what doesn’t work

By tracking website visitor information such as number of website visitors, amount of time spent on each individual page,  and the exact keywords visitors searched for to find your website you are able to learn a good deal of information about what works.

For example, if your site sells industrial fans you will be able to see the exact keyword phrases visitors searched for in Google and the other main search engines to get to your site.  This will tell you if the keywords you are focusing your marketing efforts on are actually delivering the results you intended.

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2. It provides insight into opportunities you may have initially overlooked

Another valuable benefit of using website analytics software is the ability to find opportunities you may have not previously thought of.  It never fails, every time I setup and monitor a tracking package for a client or a personal website of mine, after a few weeks pass I always find a few keywords that I initially overlooked.  When you are able to see the exact keywords that are driving traffic, you are able to adjust your marketing efforts accordingly, ultimately leading to a more efficient and cost effective online marketing strategy.

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3. It shows you where you have opportunities for improvement

A great opportunity that comes out of tracking is the ability to diagnose “problem areas” and “tighten up” the conversion process.  For example, when studying your analytics reports you may find that 30% of  site visitors exit your website on the first page of your checkout process.  This tells you that there are numerous opportunities for split testing different variables to get this “exit rate” down to a more acceptable figure.  This ultimately leads to more sales / leads.

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4. It’s cheap

Installing a web analytics program to your current website is rather inexpensive in comparison to other site optimization methods.  There are free analytics programs like Google Analytics available that allow for do it yourself installation and monitoring, though you will get the best results having an online marketing professional manage your analytics and testing efforts.

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If you have any questions about how to set up website analytics on your website, feel free to contact me

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