Google Analytics gives us the colorful graphs, but value is only gained when that data is used to drive action to improve your site.
So how do we begin to analyze results in Google Analytics?

First, you need to understand what your website is about and what it actually does for your business. This may seem like an obvious place to start, but you would be surprised how many people we meet that cannot answer this question.

What is the purpose of your website?
To generate leads? To sell products? To register subscribers? To sell services? To provide support?

Once you can identify the purpose of your website you can begin to identify ways to improve your site. Generally your initial focus will either be content or a specific process you want to optimize.

Top 3 ways to improve your website content by analyzing Google Analytics reports:
1. Analyze the Keywords reports
2. Analyze the Site Search report
3. Analyze the Top Content report

You can begin to see how to analyze results in Google Analytics based on the purpose of your website. Once you understand how your site works as a business tool, you can use Google Analytics to inform your process.