Addpeople SEO reviews – 6 tips for SME’s to get value from website analytics

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Addpeople the SEO, PPC and online marketing specialist, believe that analytics tracking is an all too often untapped resource for SMEs which could unlock hidden value.

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Website analytics can form a very useful business tool but all too often small business owners don’t make the most from readily available and potentially free performance information

Many businesses recognise that having an internet presence is essential for customers to find them, yet a significant minority are not taking full advantage of analytics to track key website performance metrics.

For instance, while Google’s analytics tool doesn’t provide some of the sophistication of paid tracking services, it is free to use and has several key benefits which are often overlooked.

The Manchester based agency highlighted 6 simply found and potentially useful metrics SME owners can use to track their website performance for free.

1.Site visits
Something any website owner should really know, namely how many website visits they’re generating for their investment. Tracking the volume of site traffic forms a starting point for site performance analysis.

2.Bounce rates
A great statistic telling owners the percentage of users leaving the website from any particular page. If a webpage has a high bounce rate – 40% being a useful benchmark - a website owner should consider editing the content or design of pages to retain the visitor’s attention and interest.

3.Organic traffic sources
Owners can use analytics to identify the phrases commonly searched on to find their website. Highly valuable when used in conjunction with a search to identify the keyword phrases that are likeliest to deliver the best SEO or pay per click marketing returns.

Provides the volume of traffic from any website a visitor lands from. This metric is useful to see if social media activity, paid marketing and partnership agreements are referring visitors to the website as intended, helping business owners decide which activities are working well and improve those that are not.

5.Goal funnels
A great feature whereby owners can track the conversion rate through a customers’ website ‘journey’, tracking attrition rates through a lead generation form, online purchase or registration process.

6.Mobile device usage
Analytics can track whether users visiting a site are using smart phones or tablets, by make and model. With mobile internet usage soaring, ensuring a site is compatible with mobile devices is of key importance, especially for “destination” businesses that will likely attract a greater proportion of visits from passers-by.

Addpeople’s Marketing Manager Neil Baker commented “Website analytics can form a very useful business tool but all too often small business owners don’t make the most from readily available and potentially free performance information. We would recommend all business owners install analytics tracking for their site, be it from Google or a paid alternative, and where a knowledge gap exists take the time to familiarise themselves with basic metrics and principles that can help them make more informed decisions to boost website performance and increase revenues.”

Addpeople are an online marketing agency working with more than 3000 businesses worldwide offering affordable search engine optimisation, web design and pay per click services. They were recently included in 'New Media Age’s top 100 UK interactive agencies' for 2012. For the latest industry news follow them on twitter or visit their website

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Neil Baker
Add People (Group) Ltd
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