Website traffic analytics are an extremely useful and necessary tool for businesses both small and large. If you're not using it, you should be, because knowing how to measure website traffic for business can be like being a good radio personality. Make sense? Not yet? Well, allow us to explain.
Imagine you’re a radio talk show host. You think you’re really funny. You tell jokes into a microphone and you assume everyone laughs. But what if you’re not funny? What if every time you tell an awful joke, people change the station? Wouldn’t it be better to know so that you could change up some aspects of your show? Measuring your website traffic is the same idea in that it tells you what's working and what isn’t so that you can put out more content that people actually read and respond to.
Google Analytics is a great tool to measure your website traffic. Facebook, Twitter, YouTube, LinkedIn and most other social media platforms also have built in analytics. With these, you can see how many people you have reached, how many people clicked on your content, what types of audiences found this content, how they found it and more. For video content, you can see how many people watched your entire video and how many people clicked away only a few seconds in.
Back to you, the radio host, let’s say you told a joke that was uncharacteristic of you. Let’s say you usually joke about sports, but out of the blue you made a joke about politics (probably about Donald Trump). Let’s say this political joke resonated really well with your audience. Without knowing how to measure the feedback from your audience, you would never know this and might never tell another political joke again. Wouldn’t you like to know what your audience is thinking? It might reshape your entire show if you knew that your audience loved political humor.
The same can be said with website traffic analytics. Once you know a particular type of post isn't working, find out why. Look at that post and see what it is that sets it apart from your other posts and why it doesn't resonate as well with your audiences. Maybe it's too generic of a story that they've already read in one form or antoher. Maybe it's way too specific and lengthy. Maybe it's way too vague. Inversely, you should also find the posts that are working really well with your audience and find out what it is about that post that separates it from the rest. Maybe your audience loves the formatting it's in (people tend to like top ten lists). Maybe the topic is interesting to your audience. Whatever it is, isolate what's working and isolate what's not working so that you can head to your content calendar and make sure that the content you have coming out in the upcoming weeks matches what you have determined is the best type of content for your audience.
If you know that a particular type of post works really well and another type of post has just a handful of views, which type of post are you going to make more of? The answer is obvious. Knowing how to measure website traffic for business is essential to creating engaging content that your audience wants to see, which is at the core of the Inbound methodology. To learn more about Inbound Marketing and how to make content people will fall in love with, click the link below for a free eBook.