A lot of time and money can go into creating and maintaining a good web site. As a business it makes sense to question whether the value delivered by your web site exceeds the cost of maintaining it. But how can you measure the value delivered by your web site? The first step is to start collecting information about the activity of visitors to your site. Then use that data to measure the quantity and quality of visitors and if their behavior is consistent with your goals. For example, if the goal of your site is to generate leads using a contact form then you can measure how many visitors look at the form, how many complete it and ultimately what percentage of those become customers. This process is known as "web analytics" and can help you make much more informed decisions when investing in your web site.
I bet you're thinking "web analytics sounds great but it must be expensive and complicated "?
Lucky for you, there are a number of tools on the market the that will take care of collecting and reporting your web site's data. Here at Berry Web Labs, our favorite tool is Google Analytics. It has a great set of features, is easy to integrate, and best of all it's completely free! That makes it a great value proposition for our clients. In fact, we think it's such a great value we setup Google Analytics on every site we build.
The following video runs through some of the basic data points and information you have access to.
Setting up web analytics on your site is fairly straight-forward if you're technically inclined. There's a getting started guide for Google Analytics that will walk you through the setup process. Once everything's setup the hard part begins, analyzing what all the data means. Fortunately the web is full of great information and resources on web analytics. I'd probably start with the official Google Analytics support site. Of course, if you don't have the time or interest to do the setup and analysis yourself Berry Web Labs would be happy to help you out. Contact us for a free consultation.