Ok, so first off. What is google analytics? Remember a website stats counter? That small line text on the bottom of webpages showing you how many visitors your site has had? Well it’s like that,…but on steroids!
Google analytics offers you an invaluable insight into your website’s performance. For example, when you send out a mailer, you can count the number of calls you get on your phone. But did it bring any more visitors to your website?
Which are your most popular pages on your website? Which are the least popular?
Which pages are the most common entrances to your site, which pages are the most common exit pages. Can you improve those?
Do you get more hits on your site from a postcard than a local newspaper ad?
Where did your visitors come from?
What keywords did they type in to find your site?
Google analytics answers these questions for you, and more.
Real estate website as a tool for your business
By tracking and analyzing this information, your website becomes a tool for understanding the effectiveness of your offline and online strategies.
If you can measure where and when you leads arrive you can begin to figure out where best your marketing $$$ are being spent. Say for example you were thinking about doing a series of offline marketing pieces. You where going to a regular postcard mailer, and an ad in a newspaper. By staggering the launch of each campaign, say by two weeks, and following the spike, or not, of hit on your site, you can compare the effectiveness of both methods.
Where are your are you visitors coming from?
Google analytics has this really nice pie chart that shows where visitors to your real estate website came from. They are all grouped into 3 categories: direct, referral, search engines.
Direct hits: these people came to your site by typing in it’s full domain into a browser. We can assume that they probably received an offline marketing piece, a post card, a mailer, a market update flier, a business card.
Referrals: these show the which websites feature a link to your website. These maybe self generated from your blogging, facebook, twitter account etc. Ideally they would be from other sites that link to you and your real estate website because they think you are fabulous!
Search engines: these show which hits came from search engines.
Ideally we like to see an even distribution between these 3 main sources.
Look out for the up coming “HOW TO…” on setting up analytics on your website.