The basics of website analytics for small businesses

Building and maintaining a website is a task by itself, but it’s important to not forget about the analytics behind everything. Having a basic knowledge about website analytics can give you the key ingredients to optimize your current website strategies.

Reviewing the analytics behind your website isn’t something you probably have on your daily to-do list, but it is something important to keep in the back of your mind when making strategic decisions. Mastering even the basics of website analytics will allow you to understand your marketing efforts and what is or isn't working when it comes to driving traffic to your website. Let's keep it simple with a few analytics terms every business owner should know.

Mobile vs. desktop web traffic

It's important to understand where your customers are coming from so you can optimize their viewing experience. Knowing the difference between your mobile visits versus your traditional desktop visits can greatly influence how your website is built. Mobile-first is the new rule when it comes to website design and content development, but it's always nice to have the data to back it up.

Page views

The number of times a specific page has been viewed on your website. This could be the homepage, About Us page, or even a Contact Me form.

Average time on site/page

The average amount of time per site visit that an individual is actively on your website or on a specific page. The longer someone is on your site, it can signal the visitor took time to engage in the content or it could potentially signal trouble if the page contains a form.

Click-through

The number of times a specific ad has been clicked on by an individual. This could be an ad or call to action on your website, or an ad placed off your website and used to drive traffic back to your site.

Click-through rate

The percentage of impressions that resulted in a click. This could be from an ad or call to action on your website, or an ad placed off your website and used to drive traffic back to your site. If an ad is not pulling the results you had hoped, this metric allows you to potentially change your messaging and test what messages resonate with your audience that result in higher engagement or conversions.

Bounce rate

The percentage of customers that come to your site and take no action. This metric will help you determine what pages of your website are providing high value or none at all.

Impressions

The number of times a specific ad has been viewed by an individual. This could be an ad or call to action on your website, or an ad that you or your marketing team placed on a third party website and used to drive traffic back to your site.

The importance of analytics lies in your ability to take the data and learn from the way consumers are engaging with your website. Use the data to understand your potential customers - behavior, needs, and expectations. If you don't quite understand the world of the web, learn from your peers such as fellow business leaders, employees, and your community members. Don't be afraid to ask questions. And, if you need an answer quickly, you can always turn to a trusty Google search.