Analyse this… and this… and that…

Generating traffic to your insurance website is one thing, but knowing what visitors do when they arrive is another. If you want to improve your online marketing and make tactical changes to your website to generate more business, it is important to use a tool like Google Analytics.

What is Google Analytics?

Google Analytics is a free tool that provides you with information about how your visitors arrive on your insurance website and what they do when they are there.

It is very easy to get started. Simply open an Analytics account and copy the code that Google provides. Then paste this into your website code (or get your designer to do it for you) and it will link your website with your account.

You will then be able to find out:

  • how many people visit your website;
  • where they come from;
  • how long they spend on your site;
  • which pages they spend the most time on.

But that’s just the start, and there are many more advanced things that you can do with Google Analytics for insurance brokers.

Why is it important?

Every insurance website owner should make use of Google Analytics or a similar tool. By getting access to information about what your visitors are doing, this can influence your decisions on:

  • web design;
  • content;
  • social media;
  • email marketing.

For example, you can find out:

  • which keywords are generating the most traffic;
  • the adverts that are generating the most conversions;
  • pages that visitors find most interesting;
  • where people spend the longest amount of time on your site;
  • the types of marketing that are working best.

Once you have this information, you can make informed decisions about changes you want to make to improve your site, such as adding content, which we can help you with at Speedie Consultants.

Make it easier

There are many ways that you can get even more from Google Analytics. For example, you could:

  • launch specific goals in Analytics, which can then make it easier to track;
  • use a plugin like Google Analytics by Yoast;
  • use annotations in Analytics to make notes about new marketing campaigns and other changes you make to your site, which makes it easier to track your progress.

Start tracking your stats today

Create a Google Analytics account today. It won’t take long and you can instantly get your website connected to start generating statistics. If you don’t know what visitors are doing when they land on your website, or where they are coming from, you cannot make the tactical decisions necessary to optimise your website and your marketing.

Even basic information about how many visitors are landing on your site and where they are coming from can help you to make improvements. So get your account set up today and start taking advantage of all the extra information you will get access to.

About the Author Jason Hulott

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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