Top 8 Website Analytics for a Successful Business

Top Website Analytics GoogleWhich website analytics do I need to pay attention to?

As small business website design experts in Westchester County, NY, we know how important website analytics are to a successful business.

If you know us by now, you’ve heard us always stress the importance of your online presence, and to ensure that your website isn’t killing your business.

A strong website is the key to increasing exposure, customers and growing your business. You need a strategy when developing and optimizing your website. One of the best ways in knowing how to develop that strategy is with website analytics.

Website analytics is one of the most powerful tools to guide you in optimizing your website performance.

What are website analytics?

Website analytics collect, measure, analyze and report web data for the purpose of understanding website performance. This data is based on:

  1. Who is your audience?
  2. How large (or small) is your audience?
  3. How did they get to your website?
  4. What did they do when they visited?
  5. How long did they stay?
  6. Where did they go after they landed there?

Where can I get website analytics?

There are many different tools when it comes to website analytics, however we believe that Google Analytics integrated with Google Search Console is the best option when you need accurate, up-to-date and in-depth information on your website traffic and usage. Not only that, but they are both free and user-friendly.

What are the most important website analytics to evaluate?

Website analytics can be very intimidating because there are numerous metrics available when it comes to analyzing your website. However, if you focus on how your audience accesses and uses your website, this will help you determine how to set your future goals and your overall digital strategy.

The top 8 website analytics for a successful business:

1. Users and Sessions

Users is the number of unique visitors coming to your website. Sessions is the period of time a user is actively engaged on your website. Sessions are typically higher than users, because one user can come back to the website more than once, creating additional sessions. There is no steadfast number when it comes to the ideal number of users and sessions. This all depends on the type of business, size of your business, industry, location, etc. What’s important is to steadily increase your numbers, or at least keep them from going down.

 2. Pageviews and Pages Per Session

Pageviews are the total number of pages viewed on your site. Pages per session is the average number of pages viewed during a session. Repeated views of a single page are counted in both. Industry standard is typically 2 pages per session. These metrics determine user engagement and whether they are willing to see more within your website. It’s important to look at all your metrics as a whole, because sometimes high numbers could also mean the user can’t find what they are looking for due to confusing or irrelevant content.

3. Average Session Duration

Average session duration is the average length of a session. The industry standard for this is 2 – 3 minutes. Longer sessions may mean more engaged visits, however that doesn’t mean less time spent on your site is bad.  Sometimes a visitor finds exactly what they need right away, which can also mean that your content is on-point, and you have a well laid out website. These numbers are most accurate when coupled with segmented views, sources of traffic, bounce rates, etc. Overall, it is a useful metric for indicating engagement and the value of your website content.

4. Bounce Rate

Bounce rate is the percentage of single-page visits. It’s basically the amount of times a user will leave your website after viewing only the page in which they entered. As a rule of thumb, a bounce rate below 40% is excellent,  41% to 55% is average, and anything over 70% is something you may need to be more concerned about. However, this all depends on your business and industry. Once again, this metric is only helpful when used alongside other metrics such as session duration and pages per visit. A high bounce rate can be an indication of slow site speed, poor visual content and sub-par quality of content. Once you can pinpoint the issue, you may be able to determine why your audience is not staying and work on a solution.

5. New vs. Returning Users

This is an estimate of the percentage of first time visits versus returning visits. This is a good measure to see if your marketing efforts were successful in driving traffic to your website. There is no real benchmark for this, but a good average is usually 80% of new users to 20% returning users. Make sure you don’t get caught up focusing only on new visitors that you’re neglecting your existing audience. Returning visitors may generate more leads as it usually takes a few visits to capture that user.

6. Top Channel Referrals

This report tells you where your visitors are originating from. Your website traffic is coming from any of the following channels or sources:

  • Organic Search: these are visitors who come to your website from search engines like Google, Bing and Yahoo.
  • Referral: these visitors come to your website by clicking on a link from another website.
  • Direct: these visitors come to your website without a traceable referral source, it usually means they typed your URL into their address bar or used a bookmark on their browser.
  • Social: these are visitors who come to your website from a social network.
  • Paid Search: these visitors come to your website from an AdWords or other paid search ads.

Here you can determine where you need to put your focus on whether it’s your social media, SEO (search engine optimization), promotion on other websites (using backlinks) or paid advertising.

7. Search Queries

These are actual words or phrases a user types into a search engine where your website appears as a result. Here you can see the top keywords used to find your website. This is a great metric in helping you define what keywords to use for search engine optimization, title tags and meta descriptions, as well as on-page content.

8. Top Pages Viewed

These are the pages most viewed on your website. Here you can see what people are looking for, finding and visiting the most. This will help you decide where you need to put additional focus on, perhaps increasing promotion of a certain product or service.

The bottom line is that these analytics are not absolutely definitive, and should not stand alone. They should all be used in conjunction with one another as a benchmark for seeing how your website is performing and where you should focus your marketing efforts. Once you can understand these site metrics, you’ll understand your audience better and be able to set your future goals. It’s an ongoing process where ultimately you want your analytics to improve each time.

Analytics are also an integral part of successful SEO. For more information on SEO, check out our blog on “5 SEO Must-Haves to Rank #1 on Google.”

As the best website designers and developers in Westchester County, NY, not only can we can build your website, but we’ll also integrate Google Analytics and Google Search Console for you, so that you have your website analytics right at your fingertips. Please feel free to contact us for a FREE consultation on our website design and SEO services.

Best regards, until next time!
Kathy Argyros
Founder and Chief Consultant
Exceller Marketing, Inc.

Exceller Marketing is a full-service marketing firm and website design agency servicing small and medium businesses, as well as entrepreneurs in Westchester County, NY and the tri-state area. With powerful traditional and digital marketing communications, coupled with business development, we keep our clients ahead of their competition.

Sources: SpinutechBPlans
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