5 keys to measure web success

Google's 5 Keys to Measure Your Website's Success

By Marc Reifenrath on June 6, 2012 in Digital Marketing

Google Analytics...understood by some, feared by most. While that's probably not the tagline Google would choose to use, understanding the traffic that visits your site can seem like a daunting task. Knowing what to look at, or where to even start can be the biggest challenge.

Straight from the horse's mouth, here are five things Google says every business should consider (and our take on the topic):

This isn't a how-to guide, or step-by-step instructions, but rather a point in the right direction.

1. Identify your goals and track them correctly
In a previous blog post we posed the question, what is the purpose of your website? Take that a step further, and you've got site goals. Just like your actual business, your website exists for a specific reason. You've got something to "sell", and consumers want something to "buy". Understanding the steps in between that process is vital for success online.

2. Become a conversion detective
Getting visitors to your site is half the battle, getting them to convert is the rest. Why aren't users filling out your form? Why aren't they clicking on your signup button? There's a multitude of factors that can influence their decision making process, so take the time to understand browsing the site from their perspective.

3. Get to the bottom of your bounce rates
As a quick refresher, bounce rate refers to the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. A user got to your site, and immediately left...but why? Typically, the more compelling your pages are, and the more relevant the content is, the more likely visitors will stay on the page. Deliver content that the user expects.

4. Discover important audience locations
Understanding where your traffic is coming from may help determine how and why marketing dollars should be spent. Your potential customer base may be bigger than you think.

5. Make the most of mobile traffic
Consumers browsing the web using smartphones is only going to continue to grow. Get ahead of the curve by understanding how much of your traffic is coming from a mobile phone and what those users are doing when they get there.

Source: Five keys to success for measuring your website

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