In a perfect world, you have a well-designed website and new content posted on a weekly basis, and all the content on your website is optimized for search. Great job! But do you have the correct website analytics and key performance indicators (KPIs) set up? If not, you are missing out on extremely valuable information that will allow you to tweak and improve your content and website in the future.
KPIs are factors used to evaluate an organization’s success. The goals of the website and the actions you hope users will take will determine what KPIs are most important to track.
Most telecom companies have similar goals and measurements of success when it comes to their website. Some of these goals include a prospect:
- filling out a contact form
- requesting a quote
- downloading a white paper or case study
Once your goals are clearly defined, you will want to begin tracking them through an analytics platform, such as Google Analytics. Google Analytics is a free tool that allows you to easily integrate code on your webpage to track and analyze data.
Google Analytics can tell a lot about who is visiting your site, what they do when they get there, and what kind of action they take (if any). The different categories in Google Analytics include audience, acquisition, behavior, and conversion.
The audience category shows page visitor information including the type of audience (demographic, interests, etc.), number of site visitors, page views, session duration, bounce rate, and more.
Audience information is important to track because it can tell you more about who your target audience is. One metric is geolocation data, which can be helpful information for a telecom company targeting a specific geographic area. Or if your goal is to build a popular blog, an important KPI to track is repeat visitors and frequency of visits.
This category refers to the traffic sources of your website (i.e., how viewers were able to find the site). This shows viewers who found you from a general search online and what keywords they used, as well as viewers who found you from a referral site, social media, or a newsletter.
Seeing what keywords led people to your site is valuable information because it allows you to tailor SEO strategy to align with what potential customers are searching for.
Behavior pertains to where a viewer goes on your site, how long they stay there, and other related factors. This information is important to track because you can learn more about your who your viewers are and what kind of content is popular. For example, if a blog about Software as a Service had a very low bounce rate (a positive indicator) and a high number of page views, you can infer that your audience is highly interested in this topic and can tailor future content accordingly to drive more traffic.
This section refers to the achievement of a specific goal. It displays the conversion rate and details the transactions that took place such as filling out a contact form, subscribing to a newsletter, requesting a quote, etc.
Tracking the KPIs mentioned above is a great start to gaining insight into your target audience and the type of content they want to see. But be careful not to focus on a single KPI to determine success. The idea here is to track specific KPIs that suit a specific goal, and then adjust accordingly.
Need help making tweaks to your website to increase conversions? Mojo can help! Contact us today to chat.