Digital Marketing Key Performance Indicators – Part 3 – Website Analytics
In the third of our KPI series, we delve into the daunting world of website analytics and help you understand how you can use your website’s analytics and behaviour metrics to really understand what your customers are visiting, finding useful and responding to on your website.
In a recent poll on our Advisers Assemble Facebook group, when asked how often our members looked at Google Analytics, the answer with the most responses was ‘What are you talking about?’ Undefeated, we have returned to try to explain more and add some much needed clarity!
It certainly can seem daunting, but in this episode, Alex and Tom will tell you everything from which metrics to look at and which are the most useful, to where to find them and how to use this information to improve your audience’s customer journey and ultimately increase your conversion rates.
In a nutshell:
- An overview of Google Analytics and how to navigate them
- How to drill down into the various traffic sources your leads come from (e.g. organic, direct, social paid, referral) and identify which of these are generating the best results
- What is your goal conversion rate and how to set effective goals?
- How behavioural metrics such as your bounce rate and average session time and how these metrics can help you understand what is working and why
- Which further metrics can also help you understand the customer journey, such as reverse goal paths and assisted conversions.
