The Perks of Google Analytics
Your brand identity tells people who you are, what you do and why you do it. And as a company, your website is one of the biggest parts of your identity. But in a stream of websites that go on for miles that are accessible to every corner of the world, how does one recognize which traffic matters and how to utilize it? This is where Google Analytics comes in. GA is a tool that provides the user and in depth analysis into the performance of your website. Integrating with multiple google platforms across the internet like Google Ads or Search, it gives you access to an abundance of information about those who visit your website. This is data that you can leverage to boost organic traffic and increase conversion rates. But it’s important to know how to navigate through this data and identify what reports are critical to your company.
Here are a few tips and tricks to help you steer through that information and come out on top!
This is your first step. Setting goals for what you’d like your website to achieve is the best way to segregate and utilize the data that GA provides. These goals, be they more engagement, conversion to purchase or increasing ad revenues, will depend on your business objectives.
2) The Bounce Rate
The bounce rate is one of the most important pieces of data that GA will give you. While very many people might visit the site, it doesn’t help the brand if they leave the website after just viewing one page. While visitors are crucial, having them stay on the site and explore is what will result in conversions. A great way to do this is to make the content on the page more engaging and introduce more ‘Call to Action’ links.
3) Analyse potential new markets
Focusing on a target market is one of the best ways to develop a brand and give it more direction. With GA, we have access to the demographics of site visitors, allowing us to pinpoint where the traffic comes from. With this information, we can use our marketing strategies to target countries that we previously ignored or hone in on countries that are giving us the most traffic and conversion.
4) Behaviour flow
With the ‘Behaviour Flow’ tool, GA provides valuable insight into your visitors activities while they’re on your site. The paths they follow are monitored and managed in the form of charts and graphs, which let us visualise the route that the visitors take. Knowing this will help us identify the pages that they interact with the most as well as the pages that cause them to disconnect and leave the site. We can thus leverage attention grabbing pages and modify content accordingly.
5) Paid or Unpaid?
Being able to identify if the source of traffic is organic or paid will go a long way towards figuring out the kind of marketing strategy that is best for your brand. It aids towards allocating funds towards ad marketing in terms of realising which paid ads are actually ‘paying’ off. We can also use this to analyse which of the organic marketing methods like blogs or social media are helping in directing traffic to the site.
What are people searching for and how are they finding you? These are important questions that can be answered through the tools that analytics provides. While we know that GA helps in determining what keywords drive visitors to the site, it also goes one step further and allows us to monitor what keywords are most searched for even within the site. This helps us edit and refine the content on the site to make sure that we are reaching through to our target market.
7) Mobile vs. Desktop
Today, with mobile phones that are more efficient and feature filled than most desktops, the knowledge of which medium our traffic comes from is significant. Google Analytics provides us with data that tells us where the traffic is coming from, including the bounce rate of each visit and the time spent. This information helps us understand if we require a more mobile-friendly site and what might be the possible issues that mobiles users face when encountering the website.
With Google Analytics, we can discover troves of data that allow us to improve upon our websites and subsequently our brand image. Providing the customer exactly what they want by analyzing what they are looking for and their online behaviours is what sets apart a company from its competition. So pay attention to the information that you have and utilize it to optimize your website and the reach it can attain. Remember, when all else fails, Analyse That.