Ever wondered why your fridge seems like a barren wasteland …?

If I opened the fridge door, all I’d probably see was an old lump of cheese with a fur coat that would have made Liberace proud.

Mrs S, on the other hand, could open that same fridge door and produce a calorie-busting feast that would feed an army.

Heaped platters of tasty treats would be wheeled out. Enough, surely, to assuage the hunger of the greediest trencherman.

It’s probably a man thing.

All the tasty treats were there all along – only I couldn’t see them.

Hidden in plain sight as they say.

Which isn’t so much of a leap of imagination to your website as you might think.

Ask any business owner when they last looked at Google Analytics and you’ll usually be met with a blank stare.

Even if they have, the chances are that all they’ll have seen is the proverbial lump of cheese.

But take a closer look and there really is a heap of data to feast on.

True, without a proper goal you can disappear down endless rabbit holes and spend far too much time flitting around without achieving much.

However, if you concentrate on a few key metrics such as visitor numbers, the most popular pages that they visit and how long they stick around you’ll have done a lot better than most.

Try and block out a 15–30-minute window to take a look and you’ll find some highly illuminating data.

Try it sometime, it might be a pleasant surprise.

Until next time.

Alec