Analytics Provides Crucial Marketing Insight
One of the first steps in creating a new blog or website is to add analytics to the HTML files or through an external application and start tracking statistics from day one.
Build a key performance indicator plan to help determine metrics of value to your business and eliminate those that have little to no value. Identify the major company and departmental goals for the year and then ask yourself, “How can I use my web metrics to show how our site is improving those goals for the organization?”
Track how much improvement optimization and linking campaign efforts are bringing about. Note: If you have an existing website, be sure to run a benchmark test to determine your site’s current ranking before you make any improvements to its optimization.
Determine what users are looking for on your website. Look at trends that can help optimize your website navigation, such as the referring keywords (terms people searched for to get to your site) or the most popular pages in terms of user visits and amount of time spent. If you notice that most of your visitors look at the same pages over and over, it may be a good idea to make these pages more visible. Pay close attention to this “funnel navigation.” If your visitors tend to follow the same path to take some action, restructure your site so it makes this path more prominent and intuitive.
