What Google Analytics Is, and Why You Should Care

As a businessperson, you know the kind of traffic you have in your physical shop or office. You know your conversion rate and how it compares with others in your industry. You know what people will be looking for at different times of year, when the busy days and hours are, and what kinds of seasonal ups and downs you can expect.

Wouldn’t you like to have that information for your web site?

Often, webmasters offer you charts of domain statistics that just don’t give you the information you need to plan your marketing strategy. Sharp Hue uses Google Analytics instead. This is a sophisticated set of tools for collecting and analyzing data, custom tailored to your site.

Here are just some of the things Google Analytics tracks for you:

  • the number of visitors you have each day and how long they stay at your site
  • the geographic locations of your visitors, down to the city
  • how your visitors found you – did they type in your web address, come to your site from a referral or a link someone emailed to them, or did they find you through a search engine like Google?
  • when people usually come to your site, including the hour and the day of the week

Sharp Hue can e-mail regular reports to you, so you can decide how to adjust your strategy in light of the kinds and sources of traffic using your site.

Let’s consider a few examples of ways in which you can use this information to increase your traffic and fine-tune your business plans:

  • Sharp Hue clients can expect steadily increasing traffic. But Google Analytics can also tell you whether you have returning visitors or not. A profile of two-thirds returning and one third new visitors is good for business – you will have new people coming in, but keep those valuable repeat customers. If you don’t have many returning visitors, then you may need to make changes in your content or in your fulfillment process. If you don’t see many new visitors, then you need to improve your Search Engine Optimization strategy.
  • Google Analytics lets you see spikes in traffic: days when you have an unusually high number of visitors. Perhaps it is the day after you send out newsletters, or the day before purchasing deadlines. You can also compare those spikes in web traffic with spikes in traffic in your physical location. This information lets you see how well your offline marketing efforts affect your web site traffic, and how your web site traffic affects your physical traffic.
  • Another way to use Google Analytics is to watch the geographic locations of your visitors. If your web site is designed to bring people to your physical location, but your web site traffic is international, you need to adjust the strategy you use for bringing traffic to your web site, even if you are happy with the number of visitors. Changing the words you use to include more local references, telling more local directories about your web site, and increasing the offline marketing of your web site in your local area would improve that situation.

We’ll be bringing you more information about specific data tracked by Google Analytics in future posts in this space. Sharp Hue can also work with you directly to help you understand what your Google Analytics data means, and to develop responses that help you meet your goals.