One of the fastest ways to do this is through by using an analytics tool and Google offers one that is completely free to use. They call it ‘one of the most powerful digital analytics solutions available’ – I’m certainly not going to argue.
Whether you want to find out which marketing initiatives are most effective, where customers are coming from, what they are doing on your site and for how long, Google Analytics can tell you all of this. The system accurately maps the patterns and trends of your visitors and helps you to pinpoint which customer segments are the most profitable to your business.
See what's working and what's not
By analysing the information, you can see what’s working and what’s not for your website. Google Analytics shows you which keywords, online adverts or marketing campaigns are attracting customers and you can use that data to improve your online presence to pull in more people. If you’ve started an SEO campaign, for instance, you can quickly find out whether it is paying dividends and identify the words that are generating the most traffic.
Of course, it’s not just about getting more visitors; converting them into clients is key. By using the Google tools available as part of the analytics package, you can pinpoint the common factors that transform someone from a browser into someone who interacts with your business and becomes a customer.
Insights are valuable
This clever system might be free, but it’s definitely not a cheapskate option. For instance, if you have more than one site you can track and view them all from one account. That means you can easily compare and contrast your traffic figures in one place, gaining valuable insights into your customers’ behaviour, helping to generate ideas that will improve your marketing efforts.
You may already have an analytics options installed as part of your website that you use to assess the effectiveness of your marketing campaigns. This doesn’t prevent you running Google Analytics alongside this without any problem, adding to your arsenal of tools.
It doesn’t take an IT expert to install either. One of the beauties of the Google system is the DIY ethic that opens up the technology to people who don’t necessarily have a degree in computer coding – and that’s probably most of us! The analytics tool uses a snippet of code placed on your website to activate the tracking and send the information to your Google Analytics account.
That appears to be the main inconvenience with the system, but its pros definitely outweigh the cons. The fact it’s a free application is obviously a major point in its favour, but unlike many free offers, Google Analytics does what it says on the tin and doesn’t leave you wishing you’d forked out for the expensive option in the first place.