What to do with your analytics data
What are analytics?
Analytics, noun, information resulting from the systematic analysis of data or statistics.
Analytics are reports made up of lots of different data that is usually generated from your website, YouTube channel, app or social media accounts. It can be hard to know what to do with all this information once you have it, so throughout this blog I am going to talk about how you can use your analytics to benefit your business.
Analytics can be used for any company no matter what you do, whether you’re a small independent coffee shop to an international sales company; you can use analytics to help improve your performance. Even tennis stars at Wimbledon have been using analytics to look at the ‘excitement levels’ of each match.
Social media analytics
You can get analytics data for your business from many different sources - Twitter, Facebook, LinkedIn, YouTube and more all have an analytics section on their sites. It can be useful to look at these analytics, but if you wish to track all of them then it can be a pain to log into all of the accounts individually, and this is where sites such as Hootsuite and Google Analytics come in.
Hootsuite is a social media management platform which you can link your social media accounts to so that they are all in one place. Hootsuite has an analytics feature which allows you to track how many Likes, Comments, Shares, Retweets, Clicks on links you get, and how many people Follow/Like and Unfollow/Unlike your page.
With your social media analytics data you can see which posts your audience engages with the most and focus more on content similar to that.
For example, say you run a jewellery shop and yesterday you posted a picture of a necklace and a picture of a ring, but the picture of the ring got more engagement than the necklace, you could then start to focus more posts on your rings, as this may be what your customers are looking to buy.
Similarly, if you post two similar posts but at different times you can get an idea of what time your audience is online. Take a children’s centre for example, if you posted something during the school run in the morning you might not get much engagement, but if you post something after school hours you are more likely get better engagement, because this is the time your target audience will tend to be online.
Website/ App analytics
Google Analytics is an analytics service offered by Google that tracks and reports website traffic. Using Google Analytics is a very detailed analytics system and can be a bit confusing to use; if you do find yourself stuck at any point there is a Google Analytics help centre where you can find lots of useful blogs and videos.
You can learn so much about the people who click on your website...
By using Google Analytics you can find out:
- Where in the world they are viewing your website from
- Which browser they are using
- Which operating system they have
- What Language their browser is set too
- What device they were visiting your site on
- Their traffic source, i.e. what brought them to your site
- How long they were on your website
- What pages they clicked on, and the list goes on.
For example, say you run a photographic shop and you have had a good amount of sales this month, you want to see where these people came from, right? By using Google Analytics, or similar websites, you can see this information. As you can see in the picture below, we can see how many people were referred to our own website, and how many people found us through a search.
What we do with our Analytics
For us at Take One, we saw from our social media analytics that people engage more with our posts about technology. As a result we now we try to post more content based around new technology coming out. Similarly, we can also see from our analytics that we get the most amount of likes during lunch hour, or after work hours and weekends. This is because our services are aimed at businesses and the people working for those businesses usually get a break between 12-1pm and they are finishing work and getting home between 5-6pm, and then they have the weekend off. So for us we try to post during these times as this will be the times that our target audience will get the chance to check social media.
In comparison to this, we get a more in depth analysis of our viewers from Google Analytics. The main thing we tend to look at here at Take One are how long are people on our site, which pages they visit, the bounce rate percentage, and what our user’s traffic source is. We can then use this information to see which pages people like and pages they may not like so much; we can check if our website is holding peoples’ attention, and what leads them to our website in the first place. Then we can work out what is going well, what may need improving and where is best to post links to our website.
You can see in the picture below how people ended up on our website throughout July.
58% of people were ‘Referred’ to our website, meaning that they clicked on a link to our website from a different website.
30.9% of people were ‘Direct’ visitors to our website, meaning that they have searched directly for ‘takeonetv.com’.
8.6% of people came to our website through ‘Organic search’, meaning that they found our website because we came up as a result in their search.
2.5% of people who visited our website came through ‘Social’, meaning that they came to our website through a link on a social media site.
Analytics are incredibly useful and they give you a real in-depth analysis of your brand and your customers. It is one of the best tools in figuring out what effect the things you are posting on your social media or on your website are having on your business.
The best advice we can give you is to keep an eye on your analytics, experiment with new and existing content to see which generates the best results and the most interaction from your target audience.