There’s so much to consider when it comes to taking your business social: building a website, creating great content for your blog, how to develop a community around your business– the list goes on and on.
However, it’s surprising how quickly it can become one of the most exciting aspects of your marketing efforts, for both you and your customers.
Amidst all that fun, you should take some time out to look at your website’s analytics: those graphs and tallies that can look incredibly uninteresting actually hold a wealth of information to help you garner new insight and understand who your current, and potential, customers are and how they engage with your business.
Here are some of the analytics that you should be looking at:
The more unique visitors your blog receives, the more attention your business gets – which can translate into increased revenue. Of course, there’s a little more to it than that; you’ll also have to pay attention to other variables.
Time Spent on Site
The amount of time a visitor spent on your site can indicate their level of interest. Were they reading your posts, rather than just simply passing by after clicking a wrong link?
The bounce rate (the percentage of visitors who enter the site and leave, rather than visit other pages on your blog), and average number of pages viewed per visitor can help you gain more understanding as to how engaged your visitors are with your blog.
A high bounce rate might mean that the first page that your visitors see (the landing page) doesn’t grab their interest enough to encourage them to explore more, while a low number of page views-per-vistor could mean that your content isn’t very compelling.
Which pages receive the most visits? You can use this information to focus your blogging efforts on content similar to the most popular posts. Try to examine them with a fresh eye: what was it about that post that grabbed their attention? Was it the headline? Did you include a fun photo? Insights like these can help you to create more posts that appeal to your readers. More popular posts leads to more page views… which leads to more revenue.
Analytics can also tell you where your visitors are located. It will help you see if your marketing and social efforts are gaining attention in your region. Alternatively, if your visitors are coming from a surprising source (like another country), you can have a look at your site and your keywords to try to determine why your site is showing up in their searches.