If you are a business owner, you will be thinking about how you can increase your sales and grow your business. In today’s digital world where everyone will go online to search for product information before making their purchases, you know that it is important to rank high on Google Search Engine Result Page (SERP). Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) using pay per click advertising are therefore crucial to growing your sales. However, in order to ensure that your SEO and SEM investment is optimised, the very first thing you should do is to put in place analytics tools so that you can measure your success.

Of course, your ultimate goal is to grow your sales. However setting revenue targets alone is insufficient. The reason is because to achieve SEO and SEM success requires a lot of fine-tuning.  For example, when you use Google Adwords to advertise and draw visitors to your website and fail to see an increase in sales order, it is not a conclusion that Google Adwords is not effective. There are many factors contributing to online marketing. You would need to analyse and isolate the problem. Was there an increase in site visitors? If there was an increase in site visitors, what was their search queries? Did your website offers the product information that they were searching for? How long did your site visitors stay on your site and navigate through the pages? Or do they land on your site and left within seconds? Are you visitors returning to your website? How do they navigate? Where do they drop off? If you have the answers to these questions, you will be able to understand why there were no increase in sales order. If there were no increase in site visitors, then your Ads may have to be redesigned. If there were increase in site visitors but the visitors left after a few seconds, then your web landing pages may not be providing them with the product information that your site visitors were searching for.

How do you get information to all the above? In order to get such data, you’ll need Google Analytics. This is probably the best free analytics tool on the market that is powerful and comprehensive.

In this blog post, I will share how you can leverage on Google Analytics, a free and yet extremely powerful tools that provides insights into your website visitors.

Get Started with Google Analytics

To use Google Analytics, all you need is a Google Account. If you have a gmail, you already have an account. Go to Google Analytics sign up to sign up for Google Analytics. You will see the following illustrating the steps to get started. Essentially, there are only 2 steps. The first is to define your website to be analysed and the second is to paste a code provided by Google onto your website so that Google can track your site’s activities. Click the sign up to begin.

Google Analytics Sign Up Process

Once you clicked on the Sign-Up button on the extreme right, you will see the following page where you are asked to enter the URL of your website.

Google Analytics New Account

Google Analytics New Account

Choose the Website tab, not the Mobile App tab unless you want to track a Mobile App performance. When this step is completed,  Google will generate a code where you have to paste into your website. If you have a web developer, send the code to him to include in the <head> section of the website program. Once that is done, wait for a day and you will start seeing data in your Google Analytics dashboard.

Analysing Your Data

Once you are logged into your Google Analytics dashboard, you will see the following:


Google Analytics

Google Analytics

You can select the time period of statistics that you want to view, e.g. last week, last year or even a custom period.

From the dashboard, you can view the number of users visiting your website, the percentage of new visitor vis-a-vis returning visitors, the number of pages viewed per session of their visits, the average duration for each visit, the bounce rate which is the percentage of visitors who left your site immediately. All these metrics allow you to see how your site visitors deem that your site is providing them with the information they are looking for. Such information will allow you to understand your site visitors and how you can improve your website to better engage your site visitors.