Ever feel like you’ve got a website but really aren’t sure what it’s doing for you? You’re not alone. Most business owners I talk to are missing a gold mine hiding in plain sight.
Let me share something that might shock you: 89% of the data in your website analytics is completely useless. But that other 11%? That’s where the money is.
The Truth About Website Analytics (No Tech Speak, I Promise)
Think of your website like a physical store. You wouldn’t just count how many people walk through the door – you’d want to know:
- Which displays they stopped at
- What they picked up
- Where they spent the most time
- What made them leave without buying
Your website stats tell the same story… if you know where to look.
The Only Numbers That Actually Matter
1. True Engagement (Not Just “Time on Page“)
Forget what you’ve heard about “average time on page.” Here’s what really matters:
Imagine someone visits your website and leaves their tab open while they make coffee. Google counts that as “time on page.” Useless, right?
Here’s what to look for instead:
- Scroll depth (how far down they read)
- Clicks on important elements
- Form starts vs. completions
- Return visits within 7 days
2. The Real Story Behind Pageviews
High pageviews sound great, but they might be hiding a problem. Let me explain:
If someone visits your “Services” page 5 times, that could mean:
- They’re really interested (good!)
- They can’t find what they need (bad!)
- Your navigation is confusing (very bad!)
3. Bounce Rate (But Not How You Think)
Here’s a secret: Sometimes a high bounce rate is good. Yes, you read that right.
Example: If someone finds your phone number and calls you immediately, that’s a bounce. If they read your blog post and got their answer, that’s a bounce. Both are wins!
How to Actually Read Your Website Stats
Let me walk you through this step by step:
Step 1: Find Your Money Pages
Open Google Analytics and look for pages that:
- Get the most visits from Google searches
- Lead to contact form submissions
- Result in phone calls
- Have the longest “meaningful” engagement
Step 2: Track the Customer Journey
Follow this process:
- How did they find the page? (Source)
- What did they do next? (Behavior Flow)
- Where did they exit? (Exit Pages)
- Did they come back? (Return Rate)
Step 3: Identify Patterns
Look for these specific signals:
- Pages that convert visitors into leads
- Content that brings people back
- Points where you lose people
- Mobile vs. desktop differences
Common Website Analytics Mistakes
Mistake #1: Looking at Numbers in Isolation
A page with 1,000 views and no conversions is worse than a page with 100 views and 10 leads.
Mistake #2: Ignoring Mobile Data
Your phone visitors behave differently. They need their own strategy.
Mistake #3: Not Setting Up Goals
Without clear goals, you’re just collecting numbers, not insights.
Your 7-Day Analytics Action Plan
Here’s exactly what to do next:
- Set up proper goal-tracking
- Identify your top 5 money pages
- Map out your visitor flows
- Fix your biggest exit points
Need Help Understanding Your Website Data?
At Communication & Design Inc. in Freeport, we turn confusing analytics into clear action plans.
Get your free Website Analytics Audit by calling 815-281-5152 or visiting our scheduling page.
P.S. – Your website is talking to you through its analytics. If you’re not listening properly, you’re leaving money on the table. Get your free audit today and we’ll show you exactly what you’re missing.
