Using Squarespace Analytics to Improve Your Website

Website Tips

Aug 30

Now that you have your website up and running, it’s important to do some routine checkins to see how well its working for your business.

Squarespace makes this easy with analytics offered directly within the platform so you can check on site performance and then make adjustments accordingly.

Here’s a rundown of what to pay attention to and some ideas to consider with the data you see.

Feel free to scroll down to read an overview of what to pay attention to or watch this short video training below…

Traffic

First, hop on over to “Traffic” and see how many people have come to your website within the last 30 days. The information that pulls up first defaults to a 30 day view but you can change that view in the top right hand corner of your screen if you want to look out a little further or for a specific date range.

Here’s what to pay attention to…

Unique visitors: the amount of people who came to your website within the month. While the first graph (visits) shows all the hits, it will include those who came to your website multiple times so Unique Visitors is a better number to pay attention to.
Bounce Rate: This is an average bounce rate site wide and not the best one to pay attention to within analytics. We’ll reference it later on in this article. If the bounce rate is at 100% that is not accurate so make sure you have Squarespace cookies enabled on the site for a more accurate number.
The bar graphs below the line graph is also great to look at but we’ll dig into some of these figures a little more later.

Want to get your overall traffic up? Look to your marketing endeavors and utilize social media, email marketing, and ad campaigns to bring folks to the website. As you get your website traffic up, it’s important to stay focused on having the visitors turn into customers too so keep in mind how you’re converting visitors into customers.

Traffic Sources

This feature shows you where people are coming from when they find your website. Take a look at where they’re searching, what social networks bring them in, and where they’re beginning referred from.

Is there a source you want to focus on? Consider improving your SEO or using social media to support driving more traffic to your website.

Keywords

When you first choose this option, you’ll need to connect Google Search Console to enable this feature. I highly recommend doing this since Google Search Console monitors your website for errors that could effect your site health and along with Squarespace, it will inform you of the keywords working for you to drive traffic to your website.

Pay attention to what’s working and see if there’s any spots you can add more of those keywords to your website content, page titles, and page descriptions.

Site Content

This part of Squarespace analytics shows you…

The pages people are spending the most time on and how long they’re staying
The “Time spent on page” is interesting to note since it shows you how compelling your content is on that page.
Bounce Rate indicates the percentage of folks who are going to that page and then promptly leaving since they didn’t find what they were looking for. This is the bounce rate to pay attention to since it’s more page specific and will show you which pages might need some optimization and changes.

Consider reworking the content on pages that have a high bounce rate or where folks don’t seem to be spending much time.

Forms + Button Conversions

While forms will show you how many folks have filled out a specific form on your website, I’m always particularly interested in how many times the buttons were clicked and which ones are driving the most conversations on each page. This information shows you what’s working in terms of button placement and messaging.

I recommend checking on the analytics for your website at least once a month to see how the site is performing and then make adjustments accordingly.

This post is all about all the basic analytics for a business website. If you’re selling products on your website then be sure to dig a little deeper into the “Commerce” sections of analytics too.