The website of your company is one of the most essential tools that you have in your digital arsenal,
it can contain information about your company news services.
You offer presentation of your team and conduct options it can even send as a of wonderful if it's an
e-commerce website because it serves so many purposes.
You want to know exactly whether it works.
As expected to start analyzing your website, you must follow a couple of steps.
First, you need to choose their website analytics tool.
Then you need to set it up correctly to collect data from your visitors.
And once you have data, you need to analyze the available data and say the tool and make decisions
based on it to improve their results.
Let's start with choosing the website analytics tool.
As I imagine there are thousands of available tools such as Google Analytics, Adobe Analytics, expand
heat and more.
There is no definitive answer which one would be the best for your company?
It depends on the mandate to have data you need and other tools that you use.
However, if you don't have specific requirements, Google Analytics is the safest bet.
It is free, it has a ton of options and it is by far the most popular out of website analytics tools.
That's why we will use it as an example.
To start using Google Analytics to the website analytics that Google dot com and login into your Google
account.
Once you're logged in, click on this button and follow the on screen instructions.
As an account name, you can use any name you want.
You can use data sharing settings without any changes.
On the next screen, you want to specify whether you want to measure weap or updater, we will choose
the Web.
Then fill their name and the URL of your website, industry entry, parking time zone.
Then accept all of the agreements and set your email communication.
Then you will be placed inside the Google analytics panel, the final step is to set up tracking, just
click on the settings icon, tracking info and tracking code.
If you have nightime in your company, just copy the code and send it to them to paste in the head section
of each page of the website you want to track instead of pasting the code into every page.
If you have Google, Tamilnadu added to your website, which is used for many different Kouts, including
website tracking codes, you can ask to add Google Analytics, tag their.
Alternatively, if you have access to the source code of your website, you can paste it yourself.
It can be done in any content management system like WordPress in your dashboard.
Go to plug ins and then click on Add New.
Search for headers and footers.
Click, install now and then activate.
Now, if you go to the settings, you see insert headers and footers tap in this tap, you can paste
any code, including Google Analytics tracking code, and it will be added to the header body or photo
section of all of the pages of your website.
Once you paste the code, click save.
If the court was correctly added to your website, you will see the change in the status here within
48 hours.
Once the installation is complete, you can start the fun part, which is analyzing data and drawing
conclusions, we will use Google Star data as an example.
On the left side, you have a lot of available reports like reports about your users, reports about
the most popular pages, reports about sources of your website traffic.
I will focus on the most important ones for most businesses.
Each report has some standard options.
You can say your part in Google Analytics to use it later.
You can export it to different formats like Excel.
If you want to analyse it there, you can share the report with your colleagues and you can check suggestions
from Google on what can be improved on your website.
Each report gives you an option to choose the date range that you are interested in.
Also, you have an option to add a segment if you want to display data only for part of the users who
are interesting for you, for example, only for new users or only for users who are mobile visitors.
Below, you have a chart or graph that visualizes the date, and, of course, you can adjust the view
to your needs like trench chart type change date range or change data that is presented.
Most reports also have filter option and we will take a closer look at it later.
The idea is to include data that is interesting for you and exclude data that is not interesting for
you.
Also in the report, you have a table with data and all kinds of statistics.
You can start it based on different statistics by clicking on the header.
Let's start with the audience type where you can find out who your visitors are.
Overview gives you the general information.
The most important stats are the users.
So basically, how many people visited your site sessions?
So how many times your site was visited by the users and one user can generate multiple sessions, page
views.
So how many different pages of your website were displayed during all sessions?
And during one session the user can see multiple pages, average session duration.
So how much time users spent on your website by average?
You want all of these metrics to be higher each month.
Another important metric is bounce rate, which shows you how many people visited your website but didn't
take any action, such as button click or click on the link.
And of course, you want this statistic to be as low as possible.
Also, you can check from which countries and cities your visitors are.
Other interesting stats in the audience.
Tap our age and gender and devices breakdown.
To see age and gender data in a new account first, you should enable marketing and advertising reporting
features, which will be also useful when you start advertising on Google ads for marketing purposes.
Just go to demographics overview and click the enable button to turn on advertising features.
As I mentioned, you can check all this data for any period of time you want, you can change it in
the top right.
You should track all of the statistics that are important to your business and monitor how these statistics
change month by month.
What is the seasonality and the influence of your promotional campaigns?
As a starting point?
You can select data for the whole year.
You could even use compare to option, which will display data for the previous period to do in this
case for the previous year.
It will help to check whether there is any seasonality click apply and also change their view to month
because they live.
You may be too detailed once you choose data you are interested in and the period it's time to draw
some conclusions.
How to do that.
For example, you can see that overall you have less users this year than in the last year.
You need to think about what could be the reason maybe you spent less money for promotion.
Maybe you are less content to your website.
Maybe some competitors told some of your users, or maybe you had some issues in delivery of the products
and you lost some clients.
The other thing is that you have the best results in terms of users for both years in May and November.
You need to ask yourself the question, why these two months as this is Google's third data?
More users in May probably mean that they want to buy four kids day and in November users want to buy
for the Christmas period.
You should focus more efforts on these two months to monetize your product.
Let's consider other examples.
If you would see that the number of users is going up significantly in comparison to the previous month,
it may be due to the advertising campaign you ran are due to the new content that you added on your
website.
So if it's working, you should consider doing more of that.
You can change the metrics by expanding dropdown on the left side, for example, bounce rate, if you
have a high birth rate, for example, above 60 percent, it may be an indication that your website
is not intuitive to the users.
You may decide to rebuild the site and improve user experience if you switch to the top and see that
the change for the particular age group is much higher than the average change for all groups.
For example, you can see that sixty five plus segment is growing.
Even though the general trend is negative.
You may try to monetize this fact and prepare more products or even special section on your website
for this particular group of users.
But as all of these stats we covered in this video are statistics for the whole site, you can see in
an overall trend or direction that something good or something bad is happening on your website.
And to fully understand what exactly in which part of the website and what to do about it, you need
to dig deeper.
And that's exactly what we will do in the next video.