Introduction

You can’t be blamed for throwing website analytics into the “too hard” pile.

It’s another topic to learn.

And why would you spend precious time on something you can’t even see a payoff in?

It’s time to flip this script.

I will break away from the technical and tell you in plain English how understanding web analytics can pump up your profit.

Let’s be clear: It’s a deep field with a fair bit to unpack.

But you don’t need to go through it all…

In this article, we will “skirt the edges” to avoid an onslaught of new information.

In just a moment, you’ll discover the three “bottom-line” benefits of employing website analytics.

But before we kick off, I have one ask:

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The Three “Bottom-line” Benefits of Website Analytics

Identifying Ineffective Marketing Channels

Website analytics tools (e.g. Google Analytics) allow businesses to track where their website traffic is coming from (e.g. social media, search engines, email campaigns).

This means you can identify which channels are not driving valuable traffic by analysing metrics like bounce and conversion rates for traffic from different sources.

The bottom line: If you discover that a particular channel has a high bounce rate or low conversion rate, it might be time to stop utilising (and in some cases) paying for a poor-performing platform.

Improving Website Conversion Rates

Most web pages on your website should allow visitors to take a desirable action (a conversion).

Conversions can include:

• Requesting a quote

• Subscribing to a newsletter

• Completing a “request for contact” form

By reviewing the form completion rate for each type of conversion, you can determine which offers appeal to visitors.

Suppose the data shows a low “subscribe to our newsletter” form completion.

In this case, you can investigate and address potential issues.

Such as whether the complexity of the form is preventing prospects from completing it.

And considering how the benefits of the newsletter could be presented more effectively.

The bottom line: By improving website conversion rates, you provide your business with a greater opportunity to generate sales.

Stopping Spending on Unpopular Content

Have you ever visited a webpage and thought, “Why is this even here?”

The beauty of analytics is that you can spot the pages leaving a bad impression on your clients.

A page with a bounce rate that is exceptionally higher than your website’s other pages may indicate that the page’s content is not resonating with visitors.

It may be time to change or delete this page entirely.

The bottom line: One fewer page on your website means less time and, potentially, fewer dollars are needed to create content for it.

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