You have a website, it’s doing the job…. Well, you think it is, but do you really know? How can you be sure?
Knowing your return on investment (ROI) is an important part of building a website to any business owner. In this article, we’ll provide you with 2 simple tasks you can perform to find out what kind of traffic (and how much) is visiting your website.
STEP 1: Setup Google Analytics
The first step is to install Google analytics into your website, which will give you a clear picture of how customers are getting to your site (search engines, referrals etc), what pages they have visited, how long they have spent viewing your content, and where they exited your website.
This also shows your website bounce rate, a high rate means people are getting to the website and leaving without interacting, if this is happening, you’ll need to figure out what the cause is.
- Does your website have the information they are looking for?
- Is it out of date?
- Are your users having a poor experience?
- Are you creating content specific to your target market?
If your visitors are getting to your site to read an blog article you posted on the Toronto Maple Leafs, but your retail product is tire irons, once they’ve finished the article, they’re probably not going to stick around to check out what you can offer them. Having analytics installed is going to provide some good insight into this type of behaviour and allow you to course correct.
PRO TIP: With “advanced analytics”, you can even go as far as creating goals to follow a user through steps and log if they complete whatever goal you have set (such as filling out a form, or purchasing a product), but let’s save advanced analytics for another article and just focus on getting you setup in this one.
To install analytics and start collecting basic data from your website, you’ll first need to set-up a free analytics account by visiting www.google.com/analytics and clicking on the big blue Start For Free button at the top right of the page. Once your account is created, set-up a property within your analytics account (a property is the term Google uses for you website), after the property is set-up, you’ll need to insert the Google analytic code into your website, we’ve included a video below to walk you through these steps.
STEP 2: Setup Hotjar Analytics
The second step is to setup a neat little heat mapping software called HotJar.
Hotjar tracks visitors throughout your website to help you better understand what users want, care about and do on your website by providing you with visual representation of clicks, taps and scrolling behaviour. It also gives you the ability to see what your users see. You’ll eliminate guesswork with recordings of real visitor behavior on your site. By seeing your visitor’s clicks, taps and mouse movements you can identify usability issues on the fly and issues they encounter. Find the biggest opportunities for improvement by identifying which pages get the most tractions and which pages most visitors leave, how long they spend on your site, and when they lose interest.
Hotjar has a few different pricing levels, but they also provide a free plan that still provides some decent insights to get you started on the path to really understanding your end user and improving your website to increase conversions and turn viewers into customers.
To install Hotjar into your website, check out this quick 1.5 min video from Hotjar.
While both softwares provide you with insights on how people are using your website, each has their own unique offerings and actually compliment each other when using together. With Hotjar, you have the opportunity to see how viewers are using your site visually, and make adjustments by looking through a visitors eyes. With Google analytics, you’ll be able to create goals and more advanced analytical reports, as well as setup and run conversion tracking if you plan to run Google Ad campaigns in the future.
Wondering if your website is converting? Need some help implementing the above tasks? Give us a call, we’d be happy to help!