A recent article focused on how many companies have access to Google Analytics for their website but don’t know how to access specific data or understand how to interpret the Google Analytics statistics.
On that occasion, I pointed out two examples where understanding the statistics is important in the context of the website performance. One was where a large number for the average number of pages viewed isn’t always necessarily a good indicator for website performance. Secondly, I highlighted the quality of the visitors, including their location, is important rather than just taking the absolute total number of visitors.
Recently I spoke to a company which couldn’t understand why its main service offering wasn’t generating the sales expected, whereas its’ other minor sales offerings received strong demand. The company had a web page for each of its 7 service pages with 1 main service and 6 associated services.
The Google Analytics indicated that the website received over 4,000 visits a month with average duration on the website over 2 minutes and a bounce rate below 22%. Based on these figures the owner of the company couldn’t understand why the main service wasn’t generating more enquiries.
At Website DNA we looked at the website, which worked well with a logical navigation structure. When looking at the Google Analytics we found that the main service page received less visitors than the associated more minor services. The other statistics for the main service page was fine – it just appeared not to receive the traffic you would have expected – a warning sign.
On further investigation, we found it wasn’t being included in Google’s organic search results and had been missed off in the company’s XML sitemap. As a result, Google wasn’t aware of it and hence the service page had less visibility than the other web pages on the website.
By optimizing the website, the main service page and updating the XML sitemap the web page soon appeared high up in the search engine results and the increase in enquiries for the main service increased significantly.
On this occasion, it was understanding the Google Analytics data that indicated that there was a problem with the specific web page. Google Analytics provides a huge range of data which not only indicates the level of performance but can also be used to identify potential problems that a website may have. By recognizing these issues, they then can be addressed to improve the website’s performance.
If you would like to understand your company’s website performance and identify any issues that it may have contact Website DNA for a free Google Analytics review at firstname.lastname@example.org or 07969 892972.