Having a website for your business plays a crucial role in increasing your visibility online but do you ever wonder how your website is performing and if it’s helping you achieve your business goals? One way to gain this information is through web analytics. Web analytics is the practice of assessing a variety of data to gain insights and a general understanding of your online audience’s experience with your website and digital channels. In this blog post, we’ll introduce you to some key terminology to help you begin understanding web analytics — and hopefully, get you excited about adding this to your marketing toolkit and gaining insights into your professional wellness and fitness practice!
There are several web analytic tools available and among the most widely used is Google Analytics, which is free and you can easily access several resources online to help you learn and understand this powerful platform. No matter which analytics tool you use, you’ll come across these terms so let’s break them down and start the journey:
Metrics: Simply put, metrics are anything that you can count such as unique page visitors or time spent on your site. Metrics are extremely helpful especially when framed with your goals. For example, if you are trying to gain class registrations, you can check into how many people are visiting your registration page. Or, if you are trying to increase your blog readership, you would want to look specifically at traffic on your blog, as well as how much time they are spending there. The latter is especially important because you aren’t just looking for people to click on your page and leave. You are trying to encourage deeper engagement so if you see that people are staying on that page for a longer period of time, you can hypothesize that visitors are reading your blog.
Conversions: Do you have defined goals for your professional practice? If not, then this is a great time to nail that down! Once you have clarified what you want to achieve, you will be able to use the conversions numbers to see how many people visit your site and convert to one of your goals such as signing up to your email list or registering for a workshop.
Dimensions: These are measurements that you would describe in words such as a geographic location, device type, browser, and so on. Dimensions combined with metrics can help you answer questions about your audience and get a clearer picture of who is engaging with your website.
The world of web analytics can certainly be daunting, to begin with, but we encourage you to stick with it. As time goes on and you become more familiar with your chosen web analytics tool, you’ll find yourself making more data-driven decisions, which is much more powerful and concrete than simply making assumptions about your website and professional practice. At OfferingTree, we have built integration possibilities with some of the most common web analytics tools available. Get in touch with us if you would like to learn more about taking your OfferingTree website to the next level with web analytics.