A company’s website is one of its most valuable digital properties. Whether you are a new start-up (exciting times!) or a seasoned digital brand, understanding the purpose of your digital property (the website) is an important aspect.
Why is this the case?
First point of exposure
Your potential clients will have their first interaction with your brand (most probably) via visiting your website. Now, you have spent a crazy amount of time on making sure that every single design element, content piece and site navigation component is on point (checking that virtual reflective mirror so to speak). You take that leap of faith and get your developers to put the site live. In your mind, the site caters to all the clients that you can imagine, whilst also addressing the business objectives which you set out to achieve. *pat on back – Great Job.
What do I do now?
Whether your site is brand new and still trying to climb that Google Search Index (trying to rank as high as possible), or you run one of the top brands in the world, you should be turning to web analytics. But why? – Your inner voice should be thinking. It is simple (or is it?).
Your business objectives for the site will hopefully be spot on and clients will be attracted to your website, arriving at the website, consuming the content, engaging with your website and then converting to becoming a client. That is the theory at least. Sounds simple enough right?
Yes, it does, but more often than not even the top brands in world battle to get it right the first time around. The digital age of always-on consumer connectivity has led to trends and behaviours changing almost on a daily basis.
But, but, but, I just got my website up and running and you are telling me my potential clients might have already changed their digital behaviour? That is preposterous!
Just in case you are right, how would I verify this?
Web analytics is the process whereby a web platform can be analysed in order to derive insights on how the consumers utilise a website, engage with it and most importantly, complete conversions (whatever the business objective might be).
By utilising Web Analytics, you will be able to investigate how clients interact with your website, how long they spend on your website, are they consuming content, are they viewing your products or services and are the engaging. These are just some of the basic examples of what can be done.
Great, so I can use web analytics to monitor how people interact with my site and adjust or respond to changing consumer behaviour or fix potential issues on my website? Sounds awesome!
But, I have absolutely no idea how to implement or use web analytics? Can my website even support web analytics? What will it cost me?
Firstly, take a deep breath. It is really not as complicated as it sounds. The easiest way to get web analytics on your most important digital property is to make use of Google Analytics. Google Analytics is a free to use tool provided by Google (free? Ah Yeah!). It can easily be implemented by a developer by asking the developer to set up new tracking profile for you, after which the developer would have to copy and paste a piece of code generated by Google onto your website.
This piece of code will enable Google to anonymously monitor users visiting your website, recording their behaviour and a couple of other really cool metrics.
This is not more than a five minute job for a developer at most. More often than not, developers will implement Google Analytics tracking into a website by default, as this has become the industry norm over the past couple of years.
It is important to note that there are other web analysis platforms and tools as well, but from a usability point of view, Google Analytics will be the easiest to use for the newbies. But fear not, there are a gazillion different useful video tutorials and online help forums that can be used to get you up and running.
The Key Take Out
Implementing web analytics is easy to do. By spending some time perusing through online material, you too can become a web analysis ninja! Every brand, regardless of its size or age, should be using web analysis to monitor their online endeavours and client’s behaviour.
Remember, every online activity should have a business objective. You will always have to monitor and analyse all of the initiatives in order to determine the level of success.
The best part is, that a free tool such as Google Analytics will easily enable you to identify areas that need to be addressed, and more importantly, help you to improve, rectify and adapt.
If you have any questions, suggestions, comments or require help, feel free to get in touch.
Happy web analysing! 🙂