Using Analytics to improve a B2B website is a fundamental thing.
Google Analytics is a free tool that allows you to analyze countless parameters that indicate the effectiveness of our site and our web campaigns.
Google Analytics measures:
- access to the site
- how long do people stay on the site
- how many pages do you visit
- how many leave the site immediately
- which pages are visited
- where your visitors come from
- what keywords they find you with and much more.
To offer users what they are looking for at the right time and with the right message, you need to identify:
- what are the most sought after contents
- the technology used
- the devices that our target uses to browse the web.
So using Analytics to improve a B2B site is a strategy that must be considered without doubts or fears for your marketing campaigns.
By analyzing the “public” section we can collect various interesting information:
- number of sessions
- page views
- the average duration of the session
- bounce rate
- % of new sessions
- operating system
- used device.
Always in the “public” session, we can see the active users, that is how many users have visited our site and when they have visited it.
Through the user exploration report, it is also possible to observe the behaviors that the individual user has performed on our site anonymously of course.
Geographic data section
From the geographic data report, we can know from which geographical area our users come and consequently we can understand the language to be used: if I notice an increase in visits from a foreign country, it will be useful to convert the contents of the site in relation to the language of the country or use international languages.
The behavior report, on the other hand, highlights how many users visit the site and how many return: with New vs Return, you can identify the number of sessions compared to the previous period, new users, bounce rates, pages/session, and the average time per session. A high bounce rate could be due to a malfunction of the site, or from the contents inserted that may not collect the desired interest, or which could instead be so comprehensive as not to require the user to visit other pages of the site.
The engagement report, on the other hand, indicates, based on the number of sessions in the chosen date range, the duration of a session indicated in seconds and the total number of pages viewed. This report allows you to make careful observations on the degree of user involvement and to make the necessary changes so that the contents are more relevant and engaging than their needs. To engage visitors, the webmaster can accept guest posts through the write for us page.
The reported technology allows you to analyze the most used browser by users while the mobile device allows you to evaluate the percentage of views resulting from the desktop, mobile, and tablet (of course the site should be responsive !).
- which are the most visited pages of the site
- how long do users stay on their site
- if users browse other pages of the site and which ones
- the main keywords on which you are positioning yourself better and therefore refine your landing pages also on the basis of these
Using Analytics to improve a B2B site starting from this data is therefore essential to understand what and how to improve