What are interested parties interested in when they visit your website? That very critical marketing intelligence is often not quite obvious when we plan and contract to build our website. We know to include a description of the products and/or services we sell. Those who sell products on their site know to include an e-commerce function. Those who schedule on-line appointments know to include a booking function and perhaps also a pay online feature.
But what information, surveys, videos, white papers or whatever grab attention and keep visitors on a certain website page and convey details that prospective customers need to make a decision about doing business with you, helping to convert prospects into customers? Well, you have to build the thing before you figure out the nuances of what information and features best serve your prospects and business, but once you’ve done that Google Analytics can help in a big way and as of September 29, even more than before. Let’s take a look at Site Search Analysis (SSA) and two new Google offerings, Real-Time Analytics and Analytics Premium.
SSA functions as Search Engine Optimization (SEO) for your website, extracting and reporting valuable data about site visitors that will provide clues on how to effectively fine-tune the sales tool that is your website. This is not inbound lead generation (nor is it actual SEO). SSA analyzes data generated by your website’s own search engine. Analytics Premium and Real-Time Analytics will make the information more timely and comprehensive.
The big advantage of Real-Time Analytics is that it will produce a set of reports that show what’s happening on your website as it happens. You will receive instant insight into the visit count and much other valuable information about what resonates with visitors directly from the search engine of your website. Real-Time will also measure the activity of social media linked to your website and it will allow you to monitor the impact of new content and marketing campaigns. Once you’re registered with Google Analytics, you must enable the Real-Time feature by clicking “new version.”
The more traffic your website receives and the more search queries occur, the more extensive and revealing the story. The data from this internal search process will identify what prospective customers want from your website and your business. What are they curious about? What information do they seek? SSA internal search data lets you know the ways your website does and does not deliver information and answer visitor’s questions.
You will be able to evaluate website content—do you provide enough of the right information, do you tell the right story in the way that prospective customers can understand? Or you may have the right content, but analyzing search data can tell you if visitors to your site somehow become frustrated and wind up exiting the site, perhaps because the desired information is hard to find because it’s buried somewhere that prospects don’t expect to find it, meaning you need to re-arrange and re-configure pages. Maybe your information needs to be presented in a more eye-catching fashion or the text and terms used should be clarified, expressed in language that your clients use and will better understand?
Analytics Premium is a paid service that reportedly will produce more specific website traffic data than the free service. Premium will offer more customizable variables and downloadable reports. There will also be guaranteed service level agreements for data collection, processing and reporting, plus 24/7 customer service reps available to assist with installing the program.
In closing, I offer you a caveat: SSA provides much intriguing data about how prospective customers respond to your website, but you have to interpret the meaning of it all and decide what smart thing to do with the information.
Thanks for reading,