I’m sure you have seen lengthy posts on website analysis, I think I even created one with 44 points. This one is a bit different, it’s a quick look at where you stand when you want to know if you are on the right track. It’s a look at three key performance indicators (KPI): traffic, engagement and conversion.
If there are warning signals or you are not meeting your website goals then you should dig further and do a deeper analysis.
The first step is getting set up with Google Analytics if you have not already. Wait until you have a solid month of data and look at your stats.
The Simplest KPI – Key Performance Indicators
The chapter on Optimization, Maintenance and Metrics in Death of A Website: Monetize Your Website, Build Your Brand, Drive Traffic and Sales – 2nd Edition is a great place to learn more about website analysis and metrics.
Where is bulk of your traffic coming from?
Google Analytics > Acquisition > Overview
The aim is to use Search Engine Optimization (SEO) to generate organic traffic.
Learn what search terms people use most to find your website.
Google Analytics > Acquisition > Channels and then, from the table, click on Organic Search. This will give you a list of search terms. (Note: Google does not give a full list)
You can use these terms to create new posts or to update under performing posts.
When you update SEO on posts be sure to update information and add more content.
- Consider adding examples
- External links
- Internal links – This step is often forgotten when you write a new post. Go back and update your posts to link to other blog posts.
- Add content upgrades to capture leads and make posts more valuable
- What pages are performing well and what’s not?
Google Analytics > Behavior > Site Content > All Pages
What pages do people visit the most – how can you make similar pages?
- Expand on the topic with evergreen posts
- Go into detail on one specific thing
- Create a series of posts.
Look at your top post. Where does traffic come from? Replicate success.
Social Media – Post it 4 ways
Google Analytics > Acquisition > Social > Landing Pages
Post your new blog posts 4 times on social media in four different ways. Space it out so people are not bombarded with the same posts and use a tool like buffer.
- Title + Link – Post an Announcement
- NEW BLOG: Quick and Easy Website Analysis
- Summary – add a brief summary or introduction before the link.
- Different Image – Create 3 shareable images for your blog posts
- Provide the Solution – search for the problem and link to the post as the solution. Use the search function to find people looking for what you have to offer. Don’t spam. Offer helpful tips and add “for more information check out the is post”. If you are in a social media group be sure to follow the rules and guidelines.
- Spend more time on engagement on social media platforms where you get the most traffic.
Read more ways to use social media to generate website traffic Setting Up Your Website for Success in 2020
Boost traffic with Ads
Unless you are a local service business or SaaS (software-as-a-service) ads are best during a campaign to draw attention to what you are selling. Your campaign can be as long or short as you need it to be. Just be sure to monitor and adjust throughout the life of the ad.
Get specific with your ads – this is where knowing your client is very important. Use demographics and psychographics to target the people that will buy.
- Increase time on site by %
- Decrease bounce rate by %
- Increase pages per session by %
- Increase time on blog posts by x%
Increase time on website by providing good content. Increasing time goes in hand with increasing pages per a visit.
You have to have a blog strategy that you work to build engagement on your website and to also entice repeat visitors.
Bounce rate – how can you improve bounce rate?
Bounce rate is the percentage of users who ‘bounce’ away before they click on another link. They look at one page and then disappear. You want to keep people on your website as long as possible.
Where (what page) are they leaving and why?
Try for 50% and then work on decreasing that number.
Google Analytics > Behavior > Overview
This is where stats get tricky because a lot of bloggers and social media influencers will say I get x amount of visitors a day and have billions of followers but the true goal and measurement is how many of these are actual buyers, subscribers and repeat visitors.
To see repeat visitors Google Analytics >Audience > Behavior > New vs Returning
Track downloads, signups and obviously sales. Use Google Analytics Goals to track conversion.
Here is a short step-by-step guide to setting up goals:
- Navigate to Admin > Goals
- Click “New Goal”
- Add a Name and Type of Goal
- Destination: This goal works if you want a certain pageview as a conversion (for instance, a thank-you page)
- Duration: You can trigger a certain time on page as a conversion
- Pages / Screens per Session: You can trigger a number of pages viewed as a conversion
- Event: You can trigger a user interaction as a conversion
- Enter Details
For more in-depth https://support.google.com/analytics/answer/1032415?hl=en
You can use Google Analytics to set up goals so you can see it all together when you are looking at stats but you can also keep track with a spreadsheet or the trackers in the Website Planner: Plan and Organize Your Website and Content
When conversion is increasing note what changes you did or did not make and learn how to replicate success.
If conversions are low find out why. What are the barriers on your website? What do you need to improve?
Do you need to make changes to copy (try A/B testing), do you need to update or enhance offers?
Solicit feedback from visitors and clients.
This a quick way to keep up-to-date on your website metrics and analyze your website quickly. On a regular basis you do want to look under the hood and take a harder look at your metrics to see what’s working and what’s not. It’s imperative that you learn how to use Google Analytics and set it up for optimal performance.