5 Reasons Why Every Agency Website Needs Google Analytics

By on Aug 4, 2016

Your agency website is your portal to the online and digital consumer. More people than ever are starting their search for insurance information online. Your website is an essential part of your strategy to be visible to the person searching.

Are you maximizing this marketing and prospecting tool? Do you know who is coming to your site? Do you know what type of device they are using to view your site? Do you know what search terms they used to click to your site?

All of this and more is information you can use to understand your online presence; this information will help you refine your digital marketing strategy. You need to be able to measure your site’s ROI and performance.

The best way to monitor your website’s performance is making sure Google Analytics is installed and tracking your site. This useful data-assessment platform is installed on more than 10 million websites worldwide.

Google Analytics offers robust digital analytics for any organization with a web presence, both big and small. Google Analytics makes website management simpler for anyone who wants to monitor and examine their website traffic data. It is a great, free tool that provides you with a wealth of actionable information.

The five main reasons why you should make sure Google Analytics is a part of your website include:

1. Google Analytics helps keep track of how people are finding your site.

Information about the geographic location of visitors is tracked. You can also tell what pages they are visiting on your site such as the about us page, homepage, contact us page, specific articles, etc. This data helps you understand what content people are reading. This allows you to generate more traffic by optimizing your content. For instance, you could measure the success of social media or an advertising campaign in drawing visitors to your site and enable them to ask for more information or schedule a phone call with you.

2. Google Analytics gives pointers on where your website requires improvement.

Every website page should lead to your primary objective, which is to get new customers. Analytics shows you how each page helps (or hurts) your lead acquisition and the pages that require additional optimization.

Google Analytics helps you see the path visitors take through your site. Where do they go first? Where do they stop? Where do they leave your site? All of this information helps you develop better content that will keep people on your site longer.

Analytics provides information on how long visitors stay on your page. If your visitors are spending only a few seconds or minutes on a particular page, this may indicate that you have to work on the copy, add better or different images, or design your page in a customized way, which creates a greater visual impact.

Analytics also tells you the amount of traffic an individual page receives. If one of the relevant website pages is receiving less traffic, you can draw increased traffic by putting a call to action in your sidebar or header that directs you to this particular page. By tracking your site’s activities using these important data points, which lead you to the bottom line, you can enable better results and generate increased business.

3. Google Analytics helps you keep up with the changes in Google’s search engine algorithms.

Google continually updates and modifies how it displays search results. Google’s primary goal is to provide its search users the best search results possible. Google’s updates are commonly named after animals such as Penguin, Hummingbird, Panda, etc. These updates punish websites that attempt to get high search rankings via cheap or black hat methods.

Analytics permits you to track both increase and decrease in website traffic acquired from all search engines (including Bing and Yahoo), and other related information that display the effects a Google search algorithmic update may have on your website.

TIP: An excellent supplementary tool you can use for such updates is Google Webmaster Tools.

4. Google Analytics shows the number of your visitors using mobile devices.

The trend to using mobile devices to access website information is undeniable. People generally prefer to use their cell phones. Having a responsive website that can be optimized for all formats such as tablets, desktops, and mobile devices is vital. By utilizing your analytics, you can know the amount of traffic your site is getting via mobile devices. You can even understand when your website requires a responsive upgrade when needed.

5. Google Analytics is free.

Google Analytics is free to use. If you are unable to install it yourself, your webmaster will be able to do that for you – if they have not already. Your job is to learn how to understand and use the information it provides.

Google Analytics is the current standard when it comes to web analytics and is vital for website optimization and management. Incorporating this tool into your marketing process will help increase return on your website investment.

What information do you track consistently about your site? How has this information helped you improve your digital marketing? Leave any comments below.

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