Without tracking, it is extremely hard to tell whether or not you are improving. Tracking is particularly important when growing and optimizing a website, which WebsiteBuilder understand, so we have integrated with Google Analytics (the biggest providers of website analytics in the world) to help you keep track of how many visitors you get, who they are, and what they do on your website.
All you need to do to get going is to copy this piece of HTML code Google Analytics gives you onto your homepage, and then you can start tracking!
Tracking traffic is the best way to measure success, by any measure. You can see how people react with your website (flows), how people react to your website (bounce rates), the list goes on… If you make changes, you can compare stats from before and after the changes, to see whether or not the change has been beneficial. Or, if you are feeling slightly more technical, you can use Optimizely.com, which allows you to split visitors in 2, sending one half to one version of your website and the other half to another version, allowing you to see which website performs better.
From tracking results, you can start to make positive changes. For example, you notice that one of the pages on your website has a much higher bounce rate than others, which can be stopped by testing different versions of that page, quickly adopting the version with a lower bounce rate and testing again. This method allows you to make your website much better very quickly, and is the tactic most successful start-ups adopt. There is no limit to A/B testing, it allows your website to quickly evolve and convert better daily.
With a history of tracking, you can start to predict. This is extremely useful for businesses, allowing them to vaguely forecast finances, which is very powerful. This is true to any data, but any data which allows businesses to predict is worth investing in, long term.
Using tracking data can help you make your ads convert far better, because you can use lots of different metrics to help target. The best example of this is location targeting. You can use Google Analytics to see which locations convert the best, which are the locations you should target your advertising at. You will not only see a better ROI for your ad spend, but also a much higher CTR on your ads because the location is known to interact with the content better, which leads to lower CPC.
If your website is ranking on search engines and you see some traffic from them, it is worth checking what keyword searches the traffic comes from. Through this information you can make ads more effective and also begin to optimize the conversion flow on your website. By seeing which keywords lead to traffic, you can use these keywords more on the landing pages visitors arrive at, supplying more engaging and expected content, which makes them more likely to convert.