Squarespace Analytics Guide 2018
A Guide Into Squarespace Analytics, And How To Improve User Experience, Conversions, And More From The Data Provided.
The Squarespace builtin analytics tool is available to all Squarespace users, with apps provided for both iOS and Android.
Gaining access to key metrics on the move is essential when running an online business. You can use the Squarespace Analytics interface via your Squarespace account, or from one of the apps for your mobile devices. The most important thing is that you know what you are looking for, and know how to read the data provided to you.
So what do you need to know about Squarespace Analytics in order to improve your websites performance?
Here is my Squarespace Analytics guide to help you on your way to success.
The Traffic Overview panel gives you a snapshot of how many people have visited your site over a selected period of days, weeks, months or years. The data shown on your Traffic Overview is split between unique visitors, visits, and pageviews.
Not only are you able to figure out what days your pages might be more popular, you can also dig deeper and see what hours of the day people are coming to your site.
This source of information is priceless for your online business. Being able to determine which days and hours of the day your site is most popular, allows you to make sure that there is always fresh content available so that your readers always have something new to read.
You can also use the Traffic Overview panel to quickly determine if you are recieving traffic from abroad. For example, if you are getting a spike at a silly hour such as 3am, it could be due to overseas readers. You can then dig deeper in other panels to figure out which country they are from, how they found your site and what content they liked.
You can ask yourselves questions such as, how can I build on overseas traffic?, what content did they explore and enjoy?
Potentially a huge opportunity made possible by taking a quick glance at your Traffic Overview.
The traffic Source panel in Squarespace Analytics shows you where visitors are coming in from, and which referrers are most important to your site or blog. With this panel you have insight into which channels visitors are using - like direct traffic to url, search engine queries or social networks. This gives you a great understanding of where you have the most enfluence when driving Traffic to your site. From this information you can ask yourself two questions 1. How can I better my enfluence in my high performing channels?, and 2. Where am I going wrong with my lowest performing channels?
For me, the two main channels here are Search and Social. Direct is more then lightly down to the visitor already knowing of your business and website through networking, PR, or a re-visit from a visitor who has saved your url address somewhere.
Search is important because they are finding you through queries from search engines, either your brand name, or a product, service, or question. If this is low you need to question your content, have you enough informative information pages, do they cover the right queries for your customers? If Social leads are low, can you improve your social media and social networking practices to better traffic to your pages?
Are your tittles appealing and asking/answering the right questions. Perhaps 100s are seeing your posts on social media, but are not opening the link because it is the wrong content for you viewers? This is where keyword research allows you to know what content would be popular for your readers.
The Popular Content section shows you which pages on your website are getting the most hits over a period of time.
It is a great way to track your content performance at the end of each month. You need to then ask yourself, what blog posts were more popular? What category's were they based on? This tells you what your readers want to read and learn about. So now you can come up with a number of draft blog posts about these given category's so your readers will continue to flock onto your website.
You can also see what posts are receiving the least amount of traffic. Ask yourself, why is this? Is my page correctly SEO Optimized? What can I do to improve my pages ranking on SERPs?
You can also take a look at your best performing posts over a greater period of time. These posts are currently your highest performing pages that are continually bringing you in traffic. How can you increase conversions from these pages? Perhaps offer a specific service for the query?, A free e-booklet in exchange for their email address?, Or a free quotation? Regardless, you must ensure that these pages are effective in taking the visitor to your pages of importance such as Services or Contacts.
This allows me to see how people journey through my sites and pages. how long they have been on my site, what pages they’ve ignored, and what pages they were on when they left. Was it on Pricing? Products/Services, Location?
You can also see if they have revisited your site and pages. Perhaps they are scared to commit straight away to a product because of a pricing issue? Does this happen when other visitors journey through your pages? Perhaps offer an incentive such as free trial or discount?
You can also see how long they stay on a blog post. If it is a long time, then it means they are reading your article and enjoying it.
If you see a lot of people visiting the same post but none are on it for a lengthy amount of time, this could mean two things 1. The post isn't informative enough or looking appealing enough for the reader to want to stick around, 2. The key-wording isn't relevant to the blog posts, the reader isn't finding what he or she wanted when searching for a query. This is what we call a bounce, when someone clicks on a website landing page and then leaves. It tells Google that the reader didn't find what they wanted after searching on their browser. A high bounce rate will effect your SEO ranking so it is important that the visitors stay. Good content, good layout and a good user experience will help this greatly.
Additionally, another use of the Activity Log is for important pages other then blog posts. Blog Posts are a great way to bring traffic to your site, but ultimately the pages of real importance are the pages that discuss and offer your services, products, prices etc. Through the Activity Log, you can see if these pages are popular, and if they are making the required conversions. If not then you need to ask yourself, do I need to rewrite my copy? Is it clear what I am selling/offering?
A tip to help increase traffic to these pages is to not just have it linked to your navigation bar, but to have 'call to actions' on your blog posts and other high traffic pages.
Site Search Queries
In brief, this tells you what keywords people are searching for when on your site. So if you have an online store or larger website with blog posts and articles, here you can see what your customers are searching for, and the words they use to describe their query.
A useful tool as it tells you what descriptions you should use for your category’s, headers, products, services, and URLs.
Not only will this improve your visitors user experience and conversions, it will leave a positive effect on your SEO ranking. Instead of leaving, your visitors will stay on your site for longer.
Analize the traffic your RSS feed(s) receives, very useful for bloggers and podcasters. Here you can get an estimate on the amount of traffic coming in over a selected time frame.
Squarespace Analytics track your RSS subscribers using a combination of two sources 1. The number of unique visitors to your RSS feed URLs, and 2. Any data received from feed readers that act as proxies for multiple subscribers.
From the RSS Subscribers section, you can gain an understanding of how effective your RSS feed(s) are for traffic to you site. Do you need to invest more time into improving this route to traffic? What other RSS feeds could you link to in order to increase a larger traffic and audience size?
The two main terms you need to understand are:
The number of times an RSS feed or post within the feed was accessed in the selected time filter. It doesn’t represent the actual number of subscribers to your RSS feed.
The specific visits to your sites RSS feeds URL.
For podcasters using Squarespace. Traffic from iTunes is included as traffic to your podcasts RSS feed. Note that this doesn’t measure your podcast subscribers, but is only a measure of traffic.
Through viewing the Device Type panel, you can quickly see where the majority of your traffic is coming from. Is it desktop, or mobile? As a Squarespace user, you will know that all templates are already 100% mobile friendly. But as any website builder will confirm, the appearance of site pages when on either desktop or mobile do vary. Obviously you should put in that extra work to ensure your content and pages looks great on all devices, but by easily seeing what the majority of your viewers are using to visit your site, can help determine your layout planning.
Paul Neal is the Founder/Marketing Manager at Bespoke and Digital. If you would like to contact him, please use the form placed on the page footer.