Essential to a successful website is knowing what makes your website a success. They’re called “goals.”
When we design a new site or redesign an existing one, we add goals to our clients’ Google Analytics account.
If you’re not tracking goals on your website, you’re missing powerful data that could change your online marketing strategy.
What Are Goals?
Goals are predetermined criteria for success that tell you how well a page or site is performing.
For example, many of our clients want their website visitors to call their number on the site. That would be a goal.
Other common goals include:
- Submitting a contact form
- Buying something
- Watching a video
- Clicking the main call-to-action (CTA)
- Spending more than 2 minutes on a page
- Viewing more than 3 pages per unique visit
- Clicking main email address
- Downloading a file
- Clicking social media buttons
- Signing up for free e-newsletter
- …and many more
A goal is anything you want to track.
To make sure your site targets your goals, we ask for them in our first meetings with clients. Then we design, write and develop our clients’ websites to target those goals.
To help us keep track of goals, we create custom analytic dashboards and email them to our clients every month.
Analytics catches everything goals don’t address.
What Are Analytics?
Analytics track nearly everything on your site, including:
- Unique visitors
- Pages per visit
- Average visit duration & time on page
- Bounce & exit rate
- What cities/states/countries your browsers are from
- Traffic from Google, Yahoo, Bing, etc.
- Traffic from social networks like Facebook, LinkedIn, Reddit and more
- Most popular pages
- …and a lot, lot more
This gives us powerful data to know what your browsers want, what pages are popular or underperforming, what pages need extra attention, and what areas to develop.
From analyzing client analytics, we’ve seen trends that have changed our strategy and influenced design and content creation.
In your analytics, we can also assign cash value to certain actions or keywords.
If, for example, every contact form submission is worth $10 to you, we could assign $10 to that goal. Or if every time someone found your site by searching for the keyword, “minivan,” we could assign a value of $5 to that keyword. At a glance that tells us how valuable your website is to your business.
How Do I Set Up Goals & Analytics?
The easiest way to set up goals and analytics is to contact your webmaster. If you have a website, you probably already have a Google Analytics account.
If you don’t have one, just visit Google Analytics and set up an account. They’ll assign you a code to add to your site’s HTML.
Setting up goals is trickier. You need a website developer to set these up because some require HTML coding experience.
It’s worth it to hire someone to analyze what goals should be tracked and to code your site to track them in Google Analytics.
The investment will soon pay for itself as you finally see, not guess, how your website is performing.
If you’d like to improve your website’s performance, contact us. We’d love to give you a free consultation.