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- You can see the results of any improvements you make over time. Trend data will allow you to decide whether or not a particular effort is contributing to the success of your website and make appropriate changes.
- You'll have a list of key phrases people searched for to get to your website on a page by page basis so you can optimize for these phrases and get more traffic. Google analytics has an optional search feature that gathers search data about what people look for after they arrive at your website.
- You'll be able to see how your visitors move around on your website. While most people will wind up on your home page, there are a large number that land on other pages after being sent there by search engines. Knowing where they land, where they go, how long they stay, and where they leave from gives you insight into areas where you need to make changes.
- You'll know how many visitors performed a particular desired action such as filling out a request for information form or purchasing a product. This is known as a conversion. By tracking your conversions, you'll find out things like how many people are visiting your pages versus how many actually convert. You can even assign a dollar value to each conversion so you can calculate return on investment for things like email campaigns and site improvements.
- You'll be able to figure out where your visitors are coming from. If you notice that many of your visitors are coming from a particular geographical area, such as Alberta, you could create a personalized landing page just for those visitors to increase conversions. Also, if you notice that a particular website on which you paid for banner advertising is not sending as much traffic as they claimed, you have solid proof of it.
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