Collecting data and gathering information is only valuable if you match this data with tangible outcomes and goals. Identify key goals for your website, then use your analytics data to determine if these goals are being met. Common goals might include:
>> Increasing the number of registrations or member sign-ups
>> Increasing the number of downloads for free or paid products
>> Increasing the number of views for key pages
>> Increasing the number of returning visitors
One of Google Analytics’ best features is that it allows you to run a variety of reports that are relevant to your website. You can filter reports for any number of variables to cross-analyze your data. For example, you can compare how much time a new visitor is spending on your site compared to a returning visitor.
Once you have settled in on your goals, you can work on optimizing your site for those goals and use your analytics data to see if your efforts are bringing you closer to the desired result. Often your website is one of the biggest connections to your target audience, and its only logical to check up on its health and progress.
If you need a little kickstart with Google Analytics, try reading the Google Analytics User Guide. You also might want to check out Avinash Kaushik’s Web Analytics blog. Kaushik wrote the bestselling book “Web Analytics – An Hour a Day” and maintains an up to date blog with useful analytics information.