STEP X STEP
EVALUATE YOUR WEB SITE’S PERFORMANCE WITH GOOGLE ANALYTICS
Imagine feeling sick and going to the doctor.
Once there, the doctor takes a look at you but doesn’t take
your temperature or run any tests. Instead, he glances at your
outfit and tells you that it fits well and the color matches your
complexion. You’d probably be angry—you expected a quantitative evaluation and diagnosis from a professional!
Now think of your Web site as the patient and Google
Analytics as the doctor. With this same mind-set, one can
never be exactly sure how one’s Web site is performing
without running tests and monitoring the resulting data.
This article is excerpted from “Google Analytics for
Photographers,” an educational guide by PhotoShelter
© 2012. Used with permission of Photoshelter and
featured photographers. Check out Photoshelter’s
library of free photo business and marketing guides,
available at < www.photoshelter.com/mkt/research>.
WEB SITE WITH
ANALYTICS IN MIND
You wouldn’t present your portfolio to
a potential new client without someone
else reviewing it first. In a similar mind-set, you shouldn’t make major changes to
your Web site without consulting Google
Analytics. When nature and wildlife photographer Mike Cavaroc wanted to make
a design change to encourage visitors to
browse deeper into his site, he went to
Google Analytics first.
Looking at the Site Content Report,
Cavaroc saw that his blog’s homepage was
receiving the greatest traffic, both directly
and via Google’s referral traffic. While his
blog presents a lot of useful information
and links to his archive, Cavaroc’s ultimate
goal is to sell prints and license images. For
that reason, he wanted to push visitors to his
archive’s e-commerce PhotoShelter galleries.