Web Analytics in a Nutshell


Google Analytics graphicWe are all trying to get more traffic through our websites, but wouldn’t it be great to get more ‘customers’ through our sites? Google Analytics helps us learn vital information about our site, our customers and how it get the best out of both.

Analytics (or any business sales analysis) boils down to 3 key metrics:

1.     who they are;
2.     where they are coming from (and when); and
3.     what they find when they get there

These 3 metrics can be found in the main Analytics menu under:

1.     Audience;
2.     Traffic Sources; and
3.     Content

Possibly the most important item is Traffic Sources. Traffic Sources tells us how they found you:

1.     Search engine and key terms
2.     Referring sites (sites linking to you)
3.     Direct (they are typing in your URL)
4.     Advertising
5.     Email
6.     Social (Twitter, Facebook, LinkedIn, etc.)

Performing well in search engines is all about ranking well by optimising the words you use in your website (SEO). These words or terms need to be the terms that your prospects use, although it can be difficult to get cut-through, especially if you are in a competitive market.

Sometimes it’s easier to build your traffic customers through one of the other sources, all of which have something in common – regular, informative content. It’s all about having something interesting to say and sharing your expertise. Nobody will link to you unless you have something interesting to say. Likewise, you can’t send email or Tweets and expect people to follow you unless … you guessed it; you have something interesting to say.

So, share your knowledge. It pitches you as a thought leader in your field, it makes your website rank higher and gives people a reason to link to you or follow you. Regular, informative content is also the only way Google can differentiate you from your competitors.


Once you are clear on the key metrics above you can begin thinking about conversions. A conversion means different things to different people. For some it may be a goal page, e.g. a payment confirmation page or an enquiry form thank you page. For others it may be about increasing time-on-site or pages-per-visit or perhaps even more complex interactions.

It often involves inserting some tracking code on key pages and setting up a ‘funnel’ through which to visualise the conversions. It sounds complicated, but once set up, it can add real value to your bottom line.

Now you have a strategic plan for your business and marketing rather than using gut feel.

Need help?

KND have 3 Analytics packages on offer, depending on your needs:

1.    Getting Started

  • Set up Analytics tracking and Google Webmaster Tools
  • Training on the basics

2.    Powering Up

  • All of the above, if required
  • Set up one target goal funnel
  • Monitor site for a month
  • Consultation and recommendations

3.    High Performance

  • Monthly analysis
  • Website content tuning
  • A/B testing
  • Conversion tracking
  • Issue identification and solutions
  • Monthly reports
  • The whole shebang

4. Content Writing

Writing new and interesting content can be a challenge for a lot of busineses. Why not outsource it?
Ask us about our content writing and eNewsletter services.

Further Reading

Google Support – http://www.google.com/intl/en/analytics/discover_analytics.html
Google Real-time – http://support.google.com/analytics/bin/answer.py?hl=en&answer=1638635
Getting Started with Google Analytics – http://mashable.com/2011/05/24/how-to-use-google-analytics/


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