Analytics are a goldmine of useful information that can take your website to the next level and make sure that it’s achieving your goals, but to get the best results, you need to approach that data in the right way. In todays article, I look at five tips that can help you make the most of your analytics and turn raw data into results.

1. Know what you want from your page

This is one of those things that I can’t say enough times; always focus on the goals and outcomes that mean the most to your business, rather than getting distracted by vanity metrics. This is especially important when looking at analytics. If your site has increased it’s traffic by 200%, that’s great! But if none of those new users are converting – buying your product, signing up to your mailing list, or meeting whatever other goal you have for your website – then you’re not really seeing meaningful results. Having a clear goal for your site means you will be able to track the results that make a difference to your bottom line and ignore the ones that don’t.

2. Identify poor performers

Pay attention to how your users interact with your website. In an ideal world, a user will enter your site, move along a set of pages that are designed to lead them towards your desired outcome, and then take the action you’re looking for. Three things will stop that from happening; poor traffic, high bounce rates, and high exit rates.

Poor traffic is self-explanatory. Bounce rates refers to pages that your users come to… and leave after a few seconds, meaning that the content on that page didn’t engage them. Exit rates refers to the number of users that abandon your site on a specific page; if one page is causing a lot of users to leave your site, then the content and message of that page will need to be made more compelling. Investigating the issues that lead to these problems and working on solutions will help move more users to your intended goals.

3. See where your users are coming from

Look at the top sources for incoming links to your page and look at the pages that are referring users to you. Especially, look at the types of content and messaging that those sites are using and the tone of voice they use. These sites are resonating with a significant portion of your user base, so don’t be afraid to borrow some ideas from them!

4. Understand your audience

Identifying the types of users that are visiting your site will help you to optimise their experience. If a significant portion of your audience is connecting to your site through mobile devices, then you will need to make sure that your sites design is responsive and is easily navigable on a mobile browser.

5. Don’t get obsessed

It’s very easy to check in on your analytics every day, but that doesn’t mean it’s a good idea. Try to only check in on the data every few weeks. This is a long enough period to allow for trends to appear, meaning you can make decisions based on what a significant portion of your users are doing, not just a handful.

Correctly using analytics will help you to identify what is and isn’t working in your site and make the right changes to improve performance. If you want to take your website further, John Rowbottom Design and Marketing can help. To get started, visit and arrange an appointment.

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