The 8 key analytics metrics all b2b companies should focus on

Using analytics software to make better marketing and business decisions should be a key consideration in all companies, but it is amazing how mention of Google Analytics can strike fear into the minds of business owners and team leaders.

During our popular Google Analytics courses we dispel lots of common myths to cut through and provide an actionable set of recommendations to help businesses understand more about their website visitors.

Google Analytics provides brilliant insight into the behaviour of website visitors and can help determine what you need to focus on in order to tighten up your conversion to sales.

There is an incredible wealth of data available without even customising any of the standard dashboards or reports.

In this post we look at the 8 key analytics metrics all b2b companies should focus on.

1. New vs. returning visitors

Monitoring the difference in new and returning visitors is the first place to start. We need to know what proportion of our existing customer base is interested in what we are doing. We also need to know that any marketing we are doing is having an impact in bringing new prospects to our site and content.

If the numbers on either are disappointing low, it might be an indicator that you need to create more relevant content to your target audience (existing) or consider improving search engine optimisation to better fit with search queries, or consider PPC, re-marketing or boosted content advertising.

2. Behaviour

This is a key measure of what content is the most interesting to your audience. You can obtain page-by-page content analysis to really see which topics and pages are hot and cold. Provide more of the what’s hot and less of what’s cold.

There is also an ability in the behaviour function to look at ‘behaviour flow’ which shows start, journey and end points on visits to your website. Powerful stuff.

3. Dwell time

Benchmarking how long people stay on your website (Audience>Overview) will show you how long people stay. You can track ‘sessions’ or single visits and map this to the audience groups in point 1 and their behaviour in point 2.

Ensuring you create in-site page linking to other recommended reading, videos to watch, audio to listen to etc. will mean your site becomes ‘stickier’; visitors will stay on the site longer and you stand a better chance of moving them from being an interested prospect to taking an important next step such as contacting you.

You always want to be increasing the dwell time on the site from month to month.

4. Bounce rate

Conversely, bounce rate is a measure you want to reduce as much as possible as it reflects the behaviour of a visitor who clicks through to the website but quickly leaves because it doesn’t provide what they were looking for.

It is quite likely though, that if you invest in any advertising campaigns or significantly increase your blogging, that you may see an increase in people clicking to the right landing page and then quickly leaving, but this will balance out and reduce over time as you provide more tailored and tighter landing page solutions.

5. Social referral

You can follow the traffic from social platforms by monitoring in either Audience>Benchmarking>Channels or Acquisition>All traffic>Channels. You can also create specific goals in Analytics to measure traffic from Twitter accounts, LinkedIn pages or any other social media platform by simple inserting your account name or URL.

This information, merged with analytics software provided from the social media platform will show how many visitors come from social media and can provide a steer on what to discuss and where to focus in that area.

6. Exit path

It is always worth monitoring where and when people leave the site as it might show up problems on specific pages. It may also highlight the need to work harder on conversion – ensuring there is always something to do next when people think they are finished on a page.

7. Device

Mobile Internet access and search are rising all the time as more and more people have smart phones in their pockets and use them for work. Use the data provided in Audience>Behaviour>Technology and Audience>Behaviour>Mobile to understand how many of your visitors are accessing your site through smart phones and tablets.

If it is higher than 15-20% and you don’t have a responsive website, you should urgently reconsider as the experience they are receiving will be sub optimal and they could very well go shopping elsewhere.

8. Geography

Where are your website visitors coming from? You may be able to open up an entirely new market for your products and services using this data. At the very least, it provides an opportunity to start to think about diversifying into new territories if companies are keen to find out more.

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