If you’re looking for a cost-effective way to generate more income from your website, then look no further than your website analytics data. First thing is to check that you have it set up – nearly half (49%) of the 180 broker websites we reviewed back in March 2023 didn’t have Google Analytics*.  Google Analytics (GA4) is a well-known web tracking tool that’s free to use.

Having analytics set up for your website can give you a wealth of information on users visiting, interacting and engaging with it.

Valuable insight into what’s driving prospects and clients to your site, how well they’re engaging with the content and what they do next, can all help to inform you in making critical changes that will compel visitors to contact you.

Here are some uses of web analytics and resulting benefits

1. Use ‘homepage engagement’ to capture your visitor’s attention

   As prospective customers, we typically have no patience! If analytics shows that your homepage engagement rate is poor, a reason for this could be that visitors can’t immediately find what they need and are quickly leaving.

   And if your prospects aren’t engaged, then what’s stopping them going to a competitor instead? Here’s how you could minimise this.
   
   

2. Use ‘Google Search Console’ to learn which keywords could most effectively nudge your website up Google’s ranking

   The aim is to appear as high up on the search engine results page as possible - so it’s important to use your analytics to understand which keywords are proving most effective at driving business to your website. Google offers free access to Google Search Console that can be linked to a GA4 account, which helps you see how your site is performing on Google Search.

   With this, you can better develop your content and work towards improving your ranking.
   
   

3. Use ‘most visited pages’ to pinpoint which content to feature most prominently.

   Every business should have a hierarchy of products or services featured on their website. By reviewing your analytics, you can see which product pages are most visited and reorganise the position so that the most in demand are more visible and easiest to find – potentially boosting sales as a result. For example, niche products can sometimes prove to be much more sought after, especially if it’s your speciality, than previously thought.

   And aside from products, we often find a broker’s ‘Meet the Team’ page is almost always the most popular. So if you don’t already have one, we’d recommend making this a priority! People buy from people so it makes sense prospects want to see who they’d be working with before picking up the phone – see our own Meet the Team page on Broker Mentor.
   
   

4. Use ‘site visits’ to track the effectiveness of your marketing campaigns

   Only by knowing what’s working and what isn’t, can you ensure an improvement in marketing campaign effectiveness.

   By leveraging your website analytics’ tracking capabilities alongside your marketing campaign activity plan, you can gain valuable insight into what’s driving the traffic to your website, conversions, and user engagement – and in doing so, help to ensure that every pound spent is delivering a better return.
   
   

Ultimately, insight from your web analytics helps you to move away from making random, subjective changes to your website, and instead allows you to use the actual behaviour of your customers to ensure that you’re making more cost-effective decisions.

* 2023 Aviva Digital Aptitude Report.