Analyzing and monitoring the progress of a website is not just a part of building a new site, in fact analytics is an ongoing task which is critical to the outcome of the site and essential for strategic marketing campaigns and improving the existing design.
The biggest benefits of websites and publishing online is the ability to continually monitor visitor interactions and make the necessary changes to tip the graphs in your favor.
The most popular and widely used analytics tool is the Google Analytics. All you have to do is add a small script to each page of your website and Google would pick them up and record data of each and every visitor that comes on your site. Google would have a complete list of data for each and every visitor like:
When the visitor visited your website
The pages the visitor visited
The time spent on each page
The type of browser the visitor used
The size of the screen used by the visitor
Besides the above it also gives you some more basic details about traffic in general like:
The source of the traffic; lets you know which areas are working for your site like search engines,social bookmarking, referral sites,etc.
The keywords that are fetching you traffic from search engines.
Popular pages of your website – “top content.”
So as the administrator of your website, you can log into your Google Analytics account and go through the entire data, analyze them and try to determine or identify a pattern of interaction followed by the visitors. Does this pattern culminate in the desired call to action? If it does, you’re on the right track! If this is not the case, the data would help you identify weak spots and you can improve upon them for a better performance. You just have to establish a pattern the visitors follow and then enhance your site so that the traffic is oriented in the right direction.
To Make the Most of GA:
Use Filter Options-
The key to making the most of Google Analytics is to effectively use its filter options. Google has a data collection limit of 10 million and a freshness limit of 50,000 visits per day. If you deal with large amounts of data you could get around these limits by using filters to limit your reports based on a number of fields like IP address, traffic source, sub domain or directory.
Filtering at the URL level enables you to categorize parameters of the URL while running detailed analysis. You just have to give a user defined value for the filter field and save the common parameter. This would enable you to sort the data accordingly.
Create Custom Reports-
When it comes to tracking the SEO, paid search, Social media or mobile data on your analytics custom reports can be very useful. Depending upon your requirements you can create a variety of categories in your Custom Report Tab. The best part is that you can share your custom reports!.You can share the report with:
Different websites sharing the same G A log-in
Practically anyone by sharing the custom URL to the report
Others by adding the report to the Dashboard & then sharing the Dashboard.
Again when you have large volumes on different sites to be analyzed you can set up a comfortable system by setting threshold values for certain critical fields. For instance you can set up alerts for the traffic changes on your site by fixing a minimum and maximum threshold value so that you get an email when either of the limits go off. This way you would be able to keep a better track of things. GA also gives you the option of getting text message alerts.
A snag in Google Analytics?
In spite of these benefits, Google Analytics does not provide a comprehensive solution. There are some flaws to this diagnosis which could lead to misrepresentation of the data. One particular instance is that the Google Analytics tool is unable to record the time a visitor spends on the last page of a site unless he/she performs a call to action or in some cases moves on to another page on the website. It would have a significant impact on your IM strategy especially if it’s a one page campaign.
This calls for the need of a more foolproof method. An advanced tracking technique to keep a tab on visitors who don’t complete a click based call to action or navigate to another page on the site.
Tricks to Overcome:
There is indeed a trick to overcome the above situation- Google requires an additional scripting to measure the exact time spent on the last page visited by recording actions like a page scroll, non -interactive clicks , time between specified actions and a lot more. These metrics would enable a better understanding of the user behavior and help us develop better strategies to overcome errors.
Other than additional scripting and using advanced techniques the success of your website also depends on how you use the data from the analytics to improve your site. Reading these data analysis also requires a keen eye with excellent reasoning skills.
Disha Joshi, working in Best Web Design Company as a content Marketer. I have been in this industry since last two & half years.