Many small business owners set up a website, fill it with content, and then forget about it. Unfortunately, you can’t afford to adopt such a passive approach if you want a successful website that actually generates useful traffic. Luckily, website analytics are an excellent way to drill down into your website for clues on how to make it perform better.

Google Analytics

Back in the day, you may have hired a Magento agency to create a fantastic website. It probably still looks amazing now, but you still need to monitor your website traffic. Analytics make this job so much easier. There is a wealth of detailed information available, and you don’t even need to be an SEO expert to access this information. 

Anyone can open a Google Analytics account. It won’t take long to get your account up and running, and once it is, you can add a tracking ID to any website you own. This allows you to analyse website traffic, and a whole host of other metrics. 

Top Performing Pages

Look at which pages attract the most visitors. Analyse these pages in depth to find out where your visitors are coming from, what keywords they use to find the page, and how long they spend on the page. This information will help you create more of the same. You can also leverage your high-performing pages by adding a strong call-to-action or more prominent ads on these pages.

Visitor Location

Google Analytics offers a geographic breakdown of visitors, so you can see where your traffic comes from, right down to the town or city. This is more useful than you might think; especially if you are looking to expand your business into new areas. You might discover that you already have traffic from a specific country, which indicates your products or services are of interest. 

What’s Your Bounce Rate?

There will always be visitors who click on a page and then click away almost immediately, but if your bounce rate is higher than expected, it indicates you have a problem. Look at page loading speed. If a page takes more than a few seconds to load, this could be the reason why your bounce rate is high. If so, ask yourself what’s causing the problem. Is it your server, or do you have too many graphics and videos on the page? Whatever the underlying cause is, fix it, as it is hurting your website.

Traffic Sources

Where is your traffic coming from – paid ads or organic traffic? This information tells you what is working, and also what isn’t. Check whether traffic is coming from mobile or desktop devices. Again, this is very important for future optimisation. 

If you pay close attention to how visitors interact with your website, your traffic will grow a lot faster.

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