Knowing website audience and from where coming and what they search is an important success factor for any website. The best way to know this is through your traffic stats using Google Analytics.
“Web analytic is the study, of online behaviour in order to improve it.” …wikipedia
Google Analytics shows all this information as:
- Visitors geographical location, Which language they speak.
- Which browser did they use.
- What is their screen resolution.
- Where did they arrive on your website from, how the visitors found website.
- What they do when they are on your website.
- How long visitors stay on website.
- What pages they are visiting the most
- Which page is causing the users to leave most often.
- How many pages an average user is viewing.
- When they visit site.
- Bounce and Bounce rate. Counted for visitors who land on page and leave immediately. It does not matter how much time they spend on the website. All bounces in Google Analytics are assigned a visit duration and time page as zero,Time metrics and bounce rate depend on keeping track of visitor activity through a session and leaving visitors don’t give Google a second interaction to use for the calculation of visit duration or time on page. Ajax and similar Websites need to have event tracking implementation for generating page wives,
All this information helps pick the time to publish new content, create advertising, and amend content of website for better engagement visitors.
Breakdown of each traffic source:
- Whether Visitors come through a search engine (Google, Bing, Yahoo etc), social networks Facebook, twitter etc), a link from another website, an email marketing campaign, or a direct type-in.
Medium — Organics or unpaid search result.
- Referral — All traffic come from another websites that’s not a search engines.
- None — All traffic come from bookmarks, and typing directly.
- Email — All traffic coming from email campaign.
Knowledge How users interact with your site’s content :
Easy to check how many users clicked on a specific link (Conversions and Conversion — last click Attribution). In every website are two types of conversion are the Macro and Micro. For example in e-commerce site Macro conversion is transaction. Micro conversion is everything which convince the visitors to moving forward to macro conversion. Sometimes is more important measure micro conversion because it helps better understand where visitors are engage to the content and where their left, lots of interactions are part of macro conversion because visitors may interact with content and advertising many times before make transactions.
- All this data help to improve website in many ways, and give audience what they like, but in long term for analysing website is good to plan all actions for greater efficiency using in a simple model developed by Avinash Kaushik. This model can be used to design a digital measurement plan for any size of business large or small. Avinash’s model teach us that the way to approach digital measurement with 5 steps:
Step one is to force us to identify the business objectives upfront and set the broadest parameters for the work we are doing. Sr. Executives play a key role in this step.
Step two is to identify crisp goals for each business objective. Executives lead the discussion, you’ll play a contributing role.
- Step three is to write down the key performance indicators. You’ll lead the work in this step, in partnership with a “data person” if you have one.
- Step four is to set the parameters for success upfront by identifying targets for each Key Performance Indicator (KPI). Organization leaders play a key role here, with input from Marketing and Finance.
- Step five finally, is to identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.
More info about the Avinah’s model of measurement plan
Audience – Geo – Location
Traffic from Geographic areas – From where coming a response for advertising. What kind of traffic coming from users outside targets.
Audience – Behavior – Engagement
How much time visitors speend on the site
Audience – Behavior – Frequency & Recency
Mesure days since last visit – This is useful for blog & news websites.
Audience – Technology – Browser & Os
Measure Type of device which visitors use – To quickly Identify whether users may have issues using site in some browsers. If Site has comparatively high bounce rate on mobile browser, probably need to some optimisation towards this version.
Audience – Mobile – Devices
Overview & Devices – Show breakdown of visitors by whether they visiting using smart phone, tablets or desktop devices. As before If Site has comparatively high bounce rate on some devices, probably need to by optimisation towards this version.
Acquisition – All Traffic – Channels
Acquisition section – Tells where visitors originated from: search engines, social networks, email marketing or website referrals. This section determining which online marketing tactics are bringing the most visitors to your website.
Behavior – Behavior Flow
Behavior Flow – Show how visitors traverse and interact with site. Report visualizes the path visitors travelled from one page or Event to the next. This help to discover what content keeps visitors engaged with site. and some times also can help identify potential content issues.