So you’ve gotten started with integrating analytics to your website. Website analytics are a key component of your internet marketing strategy, but what do you do with all this data? You need to start some sort of reporting to keep track of all this information. The benefits of keeping a record of your statistics are as follows:

1. Progress

Keeping your efforts of observing your data on a weekly, monthly and yearly basis will give you a picture of how your website is running. This will give you an idea of your progress from the date your site went live to the present.

You can be granular and look at some details in a short amount of time, or you can look at an overview and see how your site is performing year to year. For example, you may think 400 visits to your Contact Us page in one year isn’t a lot. However, you need to look at the conversion rate. The conversion rate is how many page visits the Contact Us page received out of the total page visits. So if you had 400 Contact Us page visits out of 4,000 total page visits, that is a conversion rate of 10%.

Now, you can look at your conversion rate year to year. Let’s say in one year you had a conversion rate of 10% and then the next year its 27%. That is a huge jump in conversion! You would’ve never seen those statistics until you decided to shift perspective and look at your site as a whole in a larger amount of time.

2. Performance

You can keep track of what pages are performing and which ones are not. It’s great to see that your About Us page is being visited often. This allows clients to learn about you and your business.

However, your most visited pages are not telling you the whole story. It is essential that you also focus on which pages are not being visited often. If you see that people are not reaching your online shop, which is crucial for an e-commerce business, you may have a problem.

What’s the problem? Maybe it’s an issue with the user interface or navigation. This sort of information about how your site is running is extremely helpful to continually improve it. In general, you want your site to function smoothly as a whole and for all of your pages to be superstars!

3. Consistency

Keeping a continual record will ensure that your site is functioning over time.

Imagine this scenario: You see on a monthly basis that your average time-on-site is around two minutes. Then, the next month you see a large drop to 30 seconds.

This is a major red flag that there could be an issue.

If this happens, you should log into your site to be sure that everything is functioning properly. It is imperative that an issue like this be rectified promptly to avoid losing valuable web visitors due to a technical issue. Various possible problems may have gone unnoticed if it had not been for the constant data collection and reporting.

Overall, analytics reporting is going to assist you in making informed decisions about your Internet marketing strategy. Data is like a puzzle. It gives you clues and insight into what is occurring with your website over time. Once you’ve taken the time to record and document what has happened on your site, you can make a plan and take action!

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