Understand website analytics
Website marketing analytics monitor the performance of pages on your website, so you know what is—and isn’t—working.
When you build your website in Mailchimp, you’ll find data like total visits, views, clicks, and subscribes in your website report. To view unique visits and conversion rates, be sure Track with Mailchimp is turned on.
To get even more in-depth insights, connect your website to Google Analytics. Using this tool, you can more closely see how your visitors engage, including how much time they spend on various pages, the path they take to get to your website, how they move around your website once they arrive, and what causes them to “bounce off” or leave.
With all of this information, you’ll begin to understand which pages of your website generate the most visits and drive conversions. You’ll also learn where your website is falling short, so that you can make adjustments. Here are a few examples of how to apply this insight.
- A tax firm promoting the download of a “10 Tips for Tax Season” e-book with paid social advertising could look at the number of unique first-time visitors to the website from the ads. If the numbers are high, they know the ads resonated with their audience. If they’re low, it’s a sign the approach needs retooling.
- A jewelry e-commerce business can review where visitors click on a landing page to gain insight about what draws their audience’s attention. If people are drawn to buttons promoting new designs, but ignore banners about sales, this could indicate the target is more style than price driven.
- When users visit a page for information about a new app, and then quickly navigate away from your website without looking at other pages or downloading the app, this is a sign something is wrong. More links to related content, or a better explanation of the app’s benefits, could improve conversion.