The Importance of Website Analytics

It never ceases to amaze me how many people don’t track the visitors to their site or if they do have access to their website analytics they don’t take advantage of them and just look at the top level number of visitors and fail to analyse the data to help improve their website conversions and boost profits.

A website should be seen as a ‘living thing’ which through a process of fine tuning constantly evolves. It is very easy to become focussed on the bottom lineanalytics manand see an increase in the number of visitors as a success. Obviously an increase in traffic is a good starting point but it is the constant evaluation of your traffic and fine tuning of your website that will bring long term commercial profitability.

There are many different tools for measuring and analyzing website traffic and although we are familiar with most of them here at Landingnet the default that we recommend to all new clients is Google Analytics. This is not meant to be an analytics tutorial but just an overview of the data available within Google Analytics and the way it can be used to help improve your website and your business. If you would like us to setup you website analytics then please get in touch.

There are 4 main sections within the analytics interface which I shall discuss in a bit more detail:

  • Visitors
  • Traffic Sources
  • Content
  • Goals


This section allows you to analyze your visitors and see where in the world they are, the type of equipment they used to view your website, whether they are a new or return visitor and the ‘bounce rate’ which measures the percentage of people that enter the site and leave without viewing other pages.

It is exceptionaly important to keep an eye on what technology your viewers use to access your website. the type of browser and screen resolutions of your visitors should always be taken into account and your website should be tweaked as trends change to give people the optimum web experience for their setup. It is not so long ago that the majority of visitors were using screen resolutions as low as 800 X 600. But a quick look at our stats show that this now accounts for less than 0.5% of our visitors with more than 20% of all visitors viewing our site at a resolution of 1280 X 800 thus necessitating new layouts every so often to take advantage of the extra space available.

A few years ago internet explorer accounted for about 90% of all users this has changed enormously in recent years with firefox and chrome both grabbing more market share at the expense of i.e.

Google analytics browser statistics

This information is important as different browsers handle html differently. Any web design company ‘worth its salt’ should design for cross browser compatibility but new browsers are constantly entering the market and of course lets not forget the advent of smartphones. So if, for instance, your site was designed a few years ago it may not look good in Chrome or may not even work properly or in the case of one site I was asked to review recently, may not display at all!

I will cover the other main areas within Google analytics in part 2 but in the meantime if you aren’t using any form of visitor tracking on your site or you need help to get the most out of your analytics then feel free to contact us and we can get you up and running.

Grants and Funding Available for SEO Training

As the recession continues to bite it’s more important than ever that your website has the edge over your competitors – but where do you start? Most business owners appreciate the need for Search Engine Optimisation but hear a lot of horror stories about ‘cowboy’ SEO companies, a bit like the double glazing trade 20 years ago.

Of course there are no guarantees with SEO, we are all at the mercy of Google and you should always be wary of companies promising the earth e.g. “We guarantee the Number 1 spot on Google”. At LandingNet we prefer to take a slightly different approach and prefer to empower the companies we deal with so that they can learn SEO techniques that are tailored to their website and business needs.

Friendly, Affordable Web Training

Friendly, Affordable Web Training

We analyse your site and then use the information to show you, on a one-to-one basis, how you can improve your search engine rankings. We look at all aspects of search engine marketing including SEO, Google Adwords (PPC), Usability, Accessibility, Page Speed, Google Analytics etc. The package is completely bespoke and tailored to your needs. Working with you on your website, demonstrating the tools and skills you need to run a successful website.

We can also help you secure funding making it a very cost effective solution to your SEO needs. There are schemes still available to receive funding towards such training, which will mean you can receive £1,500 of training/consultancy and only pay £500 yourself.

If you like more information on our tailored website marketing training and consultancy, or would like to learn more about your options to receive funding or grants, please contact us.

Improve Your Google Position By Speeding Up Your Site

Google are constantly changing their search algorithm ensuring that sites providing the best user experience appear at the top of the organic listings. Good content is key, backed up by relevant and authoritative inbound links. Obviously this is an over simplification and in fact there are at least two hundred boxes that need ticking to give your site every chance of appearing at the top of Google, but up until now site speed has not been one of them.

Google made us aware about a year ago that this metric would be added into their algorithm which was further backed up by them adding site performance into webmaster tools whichspeed up your website shows how fast your site is compared to other sites. But they have recently made an official announcement on the Google Webmaster Central Blog that they are now including it in their search ranking algorithm.

There is a link within the site performance section of the webmaster tools to a Mozilla Firefox Plugin called Page Speed. Of course this isn’t the only tool available to measure site speed but it is the one that google are recommending and if you click on the help button it takes you to Googles help page so it would be fair to assume that this has been developed by them and as they are the ones that control the algorithm that this is a good tool for the job.

The loading speed of a site has always been important. In the days of dial up connections it was particularly relevant but with the advent of broadband it has been overlooked to a certain extent. But it should be remembered the speed of connections vary enormously especially between cities and the countryside and as more people are using mobile devices to access the web it is once again of the utmost relevance as anyone will know who has tried to access a slow site in an area without a 3G connection. If you combine this with the fact that the speed of your site may well cause you to drop down the search engine rankings then now is the time to optimise the speed of your website.

So don’t wait until your rankings drop because it will take you months to regain them if at all! If you would like any help with increasing the speed of your site then just contact us and we will be happy to help.