It’s important to install a form of tracking software such as Get Clicky or Google Analytics onto your website.  This will allow you to monitor visitors, the length they remain, find any sites who have recently added a link to you (as people will click from the link to visit your site) as well as find reasons why people leave your site.  This information can prove invaluable as it will prompt you to edit pages, refine keywords and add to any FAQ on your site.

In Google Analytics, navigate to Content – Top Exit Pages and examine these pages closely.  Note that it’s common for the most common page here to be the Contact Us page as this means people have either called you, emailed you, or found your address for an invoice.

Look for any potential problems.  Are a lot of people leaving at a certain page?  Visit that page and ask yourself why.  Test all elements on that page.  What keywords had people used – were they frustrated and unable to find what they were seeking?  It may well be that this page needs refining for these keywords, or perhaps you need to encourage people seeking this keyword to visit a different page through your SEO targeting or through AdWords landing pages.  Get Clicky is great for spotting problems – especially urgent problems as it’s actually possible to spy on visitors through your site.  In particular it’s great for spotting 404 errors FAST!

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