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What to do with website analytics data?

So you have launched your website, Well Done!
Your website company sold you on the amazing world of data and website analytics for once you have launched your site. Now the site is live and you have logged into your Google Analytics platform. Now what?

What does all this analytics and reporting mean:

  • User engagement
  • Unique visitors
  • Bounce rate
  • Click through rate
  • Page views / unique view
  • Funnel abandonment rate

Website analytics

When launching a website, it is crucial to track various types of data to assess its performance, user engagement, behavior, and conversions. User engagement data  or website analytics provides insights into how visitors interact with the website. Pageviews indicate the number of times pages are viewed, while unique visitors represent the number of distinct individuals accessing the site. Bounce rate measures the percentage of visitors who leave the website after viewing only one page, and time on page indicates how long users spend on specific pages. Click-through rate (CTR) measures the proportion of users who click on a specific element, such as a call-to-action or advertisement. Social media shares reflect the level of engagement and content amplification on social platforms.

User behavior data helps understand how visitors navigate the website and interact with its features. Tracking navigation paths enables the identification of popular routes and potential bottlenecks in user journeys. Scroll depth reveals how far users scroll on pages, providing insights into content visibility and engagement. Form submissions data allows the evaluation of conversion rates for lead generation or other actions. Additionally, tracking search queries provides an understanding of user intent and whether the website meets their needs effectively.

Conversions data focuses on assessing the success of key business goals and actions on the website. Conversion rate measures the percentage of visitors who complete desired actions, such as making a purchase or filling out a contact form. Goals completed track the achievement of specific objectives, such as newsletter sign-ups or downloads. Revenue data provides insights into the financial impact of the website, particularly for e-commerce platforms. Funnel abandonment rate identifies where visitors drop off in the conversion process, highlighting potential areas for improvement.

Reviewing and understanding this data is essential for multiple stakeholders involved in the website’s success. Marketing teams can utilize user engagement data to assess the effectiveness of campaigns and content. Web developers and designers can leverage user behavior data to optimize website navigation and enhance the user experience. Sales teams can analyze conversions data to identify areas of success and potential bottlenecks in the customer journey. Business owners and decision-makers can use this data to make informed decisions about marketing strategies, website improvements, and resource allocation. By analyzing this data, organizations can refine their website, drive better user experiences, and ultimately achieve their business goals.