Website clinic: Use analytics for greater returns

I have tried to add up how much additional revenue analytics has unlocked for our clients. The total is more than £1m and quite possibly we are looking at an eight-figure sum.

In case you don’t know, analytics is software that helps identify patterns in how people find and navigate around your website.

Google Analytics is by far the most popular free analytics software, but it’s possible to take things further using other tools.

My experience is that most lead generation or e-commerce websites are operating well below 50 per cent of their potential in terms of results.

I’m always surprised at how eager people are to invest in new websites without having an understanding of how potential customers use the existing site. Using analytics will not only help you to engage with potential customers but they will also tell you what they search for and how they use your website. Once you have that information, it’s relatively easy to unlock much greater returns online.