Conversion Analytics

The saying goes that knowledge, or in this case information, is power. And that is undoubtedly true, even in the context of online marketing.

Google's Analytics toolset is one of the most powerful tools for website owners. The Analytics suite offers far more than just a count of the people who visited your website and where they came from; it offers valuable insights into their surfing habits. The more you know about your users, the better you can shape your content, target their interests and increase conversions.

Google Analytics can help you to improve the performance of your campaigns by showing you what visitors are interested in, how long they spend on your site and where you are losing people in the conversion process.

Key metrics include:

• Advertising: Track the click-through rate (CTR) of ads, the number of times they are displayed and other important metrics for your AdWords campaigns.
• Bounce rate: This is the percentage of visitors who exit your site after viewing just one page. The bounce rate is an important metric, because a high bounce rate indicates that a large percentage of your traffic is coming from visitors who are not actually interested in your content.
• Session length/time per page: This tracks the amount of time that visitors spend on your website and how much time they spend reading each page. The longer people spend on your site, the better, as this indicates that they find the content interesting.
• Site speed: Slow loading pages can be a huge deterrent to visitors, especially those who rely on mobile connections. If your site is noticeably slow, then it could negatively impact your position in the SERPs too.
• Goals: You can use Analytics to define goals for your visitors. A goal is a route that you want visitors to take when they come to your website; for example, you might want someone to land on your sales page, click the link to sign up to your mailing list and then land on the "Thank You" page. If you lose people on the sign-up page, that is an indication that there is something wrong with the content of that page, or the form.

One of the best features of Analytics is that you can get feedback on your website's activity in real time. This can be a good way to get insights into how people are responding to your marketing efforts from diferent channels and other marketing initiatives.

Without Analytics you are effectively marketing in the dark. Analytics can help you to understand what your users are interested in and even let you watch in real time as they move around your website. You can use it to track the popularity of your mobile apps, track conversions and learn more about what kind of content works and what doesn't. The more you know about your visitors, the better you can serve them.

Customised dashboards can also be developed to help better visualise KPI's in real-time allowing you to watch where and when channels are effective and where initiatives could be performing more optimally.