Using Web Analytics to Improve Online Sales

If you are monitoring your website traffic only to see how many visitors you’re getting; you are missing out on a wealth of information that can be used to assess and improve your online customer conversion rate.

Here are five key measurements that will help identify your website’s strengths and weaknesses.

1. Identify Your Key Performance Indicators
Knowing what your main website goals are will allow you to monitor your web analytics
beyond counting website visits. If one of your KPIs is to increase subscribers for example,
you can test the strength of your offer, or its web page positioning to see what works best.

2. Know Where Your Traffic Is Coming From
If you carry out any organic or paid search campaigns; knowing the source of your website
traffic is vital to identifying where to focus your efforts to achieve the best return.

3. Monitor Your Bounce Rate
The bounce rate shows the percentage of people that visit only one page before exiting your website. A high bounce rate indicates a lack of ‘sticky’ content, resulting in visitors not finding anything of interest before clicking away.

4. Measure Your Conversion Rates
It’s important to not only monitor how many conversions you are achieving compared to total site visits – but to also identify which traffic sources are driving the most conversions; a key metric when allocating your paid search budget.

5. Review Social Media Activity
A good web analytics solution will enable you to track social media activity in real time.
Knowing what topics and conversations are driving the most website traffic will help you
focus your social media efforts.

In conclusion, don’t ignore website analytics; in the right hands it can provide a wealth of
information to help improve your website’s effectiveness.

If you would like help to improve your online sales and marketing through better analytics,
get in touch.


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Nadine Thomas

About Nadine Thomas

Nadine works across the full range of the digital marketing spectrum, but spends more of her time helping clients with their content marketing strategy and content. By it's very nature, content marketing utilises all aspects of a clients online presence, from their website to their social media presence, campaign materials and marketing automation campaigns. And of course, all this has to align and complement their offline marketing efforts.  As a business owner herself, she understand the needs and motivations of clients when working to generate revenue and increase profitablity.  In her spare time Nadine is actively involved in her local rugby club where she coaches children's rugby union and has done for 18 years. If you wish to contact Nadine please email her at You can follow me on Google+