This is the second email in our data mining series. The first was about
Data Mining Your Newsletter. This week we will focus on your website.
1. Back in June we discussed Google Analytics and why you should know where your
website traffic is coming from. We hope that you all now have Google Analytics (or another program) installed and are checking it monthly at minimum.
2. In addition to checking where your website traffic is coming from you should also be checking which pages get the most views. Using Google Analytics, the 'Behavior Overview" shows you the top 10 most viewed pages on your website and their percentages. Once you know what pages are viewed the most you should review these pages to make sure the content is focused and has some clear call to action. You should also ensure that these pages contain links to your newsletter sign up and you social media platforms. The more eyeballs on these links the more likely to grow the database and followers.
3. In addition to the top viewed pages you should check the 'Landing' and 'Exit' pages. Using Google Analytics, these can be found under 'Behavior' and sub-tab 'Site Content'. The top 10 landing page list could include specific blogs or news items that you did not expect. If so, make sure to re-promote these items on social media and your newsletter as the content is obviously important or interesting to your audience. The top 10 exit pages should be reviewed to see if any content can be added to keep people on the site longer. This is also a good place to place a smart pop-up window for signup to your newsletter before you lose the visitor.
Knowing where your website traffic comes from and how your readers behave will help you improve your website to keep your visitors longer and encourage them to take the actions that you want.
We will continue the series on data mining next week with a discussion of social media data mining and customer relationship management.
At anytime you can revisit any of the weekly newsletters on our
website archive.
