Written by Jessica Ann on July 28th, 2014
Web Analytics Tools for Small Businesses
Imagine you were able to get a report about the last brochure you created. The report would tell you how many people read it, how long they spent reading it, which parts they read, where they were when they were reading it, and whether they went on to buy the product after reading it. You could even learn which part of the brochure convinced them to make the purchase. That would be invaluable information, right?
You can’t get this information for printed brochures. But you can get it for your website. And best of all: many of these web analytics tools for small businesses are free.
Whether you have a big online presence or something smaller, analyzing your online statistics are key. Here are some web analytics tools you should check out:
Google Analytics is easily the most popular analytics tool in use today. The vast majority of websites on the internet use the service for two main reasons:
• It is free
• It provides detailed information that you can use to make your site more effective
It will tell you how many people visited your website, how long they stayed there, how many pages they viewed, and whether they were first-timers or returning visitors. It also splits your paid traffic from your organic traffic and shows you the path that people take as they work through your website.
Google Analytics allows you to measure the popularity of your website. But it also allows you to measure its success. For example, you can get information that will give you a good indication of whether a call to action on a particular page is working or not.
And remember it’s free – that part is worth repeating.
The statistics and information that Facebook provides are not about your website. It still offers important measurements particularly if you are one of the increasing numbers of business websites that gets a significant amount of traffic from Facebook. For many websites Facebook is their largest source of traffic.
It is therefore important to analyze the type of posts that work and those that don’t. You can do all of this through Facebook Insights.
Some other social media platforms also offer analytics tools but none of them are as detailed as Facebook.
Oh, yeah – this one is free too.
There are other specialist analytics tools that you can use. They will not be suitable for everyone but for others they are often invaluable. One of the best is Moz Analytics. Its primary focus is on measuring your marketing efforts including search engine marketing, social media marketing, content marketing and link building.
Clicky is an alternative to Google Analytics that gives you additional tools and lets you dive further into analysis by giving you more information. The extra tools include real-time information, uptime monitoring and heat maps which are a great visual representation of what is working on your page. It also gives you detailed information on each individual user that accesses your website and their actions, rather than giving you aggregated data.
True Social Metrics is an alternative to using Facebook Insights and other social media analytics tools. It lets you see all of your profiles and shows you the effectiveness of your social media marketing. It also helps with your social media content by showing you topics that it thinks will interest your audience.
The best advice when it comes to doing business online is not to do it blindly. There are lots of tools available. And you don’t have to spend much money. In fact, you can spend nothing if you choose and you can still get valuable and helpful information that will improve your online efforts.