Analyzing Your Website and Visitors

Analyze Your Current Site’s Assets Not every business considers the different assets that come with a lead-generating website: content, inbound links, keyword rankings, users, the most and least visited pages, etc. With Analytics, you can frequently take inventory of these assets, and then determine which areas are strengths and weaknesses on your site. Analyzing the performance of your current site gives you a baseline to measure the improvements and success of your efforts going forward with a new site. The prospective firm doing the redesign should ask for a report on your current site so they can decide which areas are producing positive results and which areas need improvement. Once the new site is launched, you can compare statistics with the project’s defined goals. Hopefully you have been measuring the performance of your current site and have access to the Analytics. If you don’t have a service set up with your site, make it the first item on your to-do list.

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Analyzing Visitor Behavior Visitor trends and patterns are the best indicators of what works and what falls short on a website. Identify which pages are the most and least visited. Track the average amount of time spent on certain pages. If users are only spending a few seconds on your pages before leaving, then you might have some issues with the clarity of your links. Or, perhaps your key message isn’t visible or compelling enough to catch their eye. You can make some changes and compare results, all from studying your visitors’ behavior.

Identifying & Optimizing Compelling Content Many of our clients have discovered which content their visitors find most compelling and easy to digest through the use of Analytics. They first identified the most active pages in terms of time, as well as the pages that seemed to convert the most users to prospects. They then shifted their efforts to optimizing that content to keep site traffic up.

User Demographics With Analytics, you not only better understand what your visitors do, but also who they are. You can compare the kind of browsers being used to view your site, the speed of connection, and the locations of users. Having this data provides insight on how the majority of your users are interacting with your site and whether their experience could be improved. For example, if you find the majority of your users have a slow connection rate, then you will want to make sure the website has a fairly fast loading time. Avoid overloading your pages with videos, slide shows, images, or JavaScript features.