Are Google Analytics really that useful to me?
You might think that keeping an eye on the behaviour of your website visitors is something that only pays off for much bigger businesses and isn’t worth investing your time or energy into.
I’m here to show you that every business can get a tonne of value from taking the time to examine their website data.
If you aren’t already familiar with Google Analytics then it may seem pretty daunting at first but do not be put off. It’s not as scary as it looks.
Once you have decided what your business objectives will be and you are absolutely clear on your audience/target market (very important!), it’s just a case of analysing the data you need so you can check your progress towards your goals. You can then make any necessary changes to your website pages or marketing.
So let’s learn a little about Google Analytics
Google Analytics is a web analytics service that tracks and creates reports for website traffic.
These reports can then be analysed to develop a strategy to optimise your digital marketing and user experience on your site. This strategy and the changes you subsequently make, support you in achieving your specific business objectives.
It’s an incredible (and free!) tool that when used correctly will allow you to make big leaps with your business and keep you aligned with your target audience.
8 awesome things you can do with Google Analytics:
#1: See the source of your website traffic
Have your audience come from a Google search, one of your social media accounts, a guest blog post you wrote or your paid advertisement?
There’s no point spending hours of your time every week on Twitter if you’re getting the majority of your social media traffic from LinkedIn.
Focus your energy and efforts on the channel that brings you the warm leads. Time is our most valuable resource so we need to spend it wisely.
#2: Check ROI (Return on Investment) from your advertising
Wherever you are spending money, you must be building an audience that will support you in achieving your goals.
Whether you want to increase your newsletter sign-ups to grow your list, or if you are launching your new product, you need to know that the money you have invested is helping you hit your targets.
If it isn’t, then you either make some adjustments to your advert to optimise your conversion rates, or you decide to spend your money elsewhere on something that will give you a much better ROI. This data will stop you continuously pouring your money down the drain.
#3: Determine if any of your ‘landing’ pages needs optimising and find out which website page has the largest exit rate
If your website visitors are not converting on certain landing pages, or if they are leaving a particular page in droves, it’s a good indication that the page in question needs some work.
Maybe the copy needs to be more engaging and aligned with the type of client you are trying to attract?
Maybe the page has loading issues?
You can figure out the exact problems your visitors are experiencing and sort it out right away. Nobody wants to be losing sales over an easy-to-fix tech issue.
#4: Discover what device your visitors are using to browse your site
Your site needs to be optimised for desktop, mobile and tablet. Mobile use to view websites has drastically increased in the past few years. So if yours takes forever to load or displays inefficiently on a mobile screen, your visitors are going to click away from your site very quickly.
Not what you want to happen!
You can take a look at the bounce rate (the rate at which a user navigates away from your site without taking any action) in relation to the device being used, to see if the rate is much higher for any device in particular.
#5: Check the number of new and returning visitors to your site
Although you want a mixture of both types of visitors to your website, returning visitors are much more likely to buy your products/services. It takes time for people to start to know, like and trust you, after which they will feel comfortable spending their money with you.
It’s a relationship that needs to be nurtured and you want your audience to be returning again and again to consume your content.
(That’s why I’m a big advocate of blogs. You can share links to your blog posts on your social media and in your newsletters to get people back to your site on a regular basis. There’s lots of other reasons but that’s another post for another time)
#6: Monitor user engagement with your site
This centres around the average length of time a user spends on your site, the pages they view per session and the bounce rate (leaving without taking any action). We want to know which pages are engaging your audience the most.
Remember we talked about ‘landing’ and ‘exit’ pages back at #3?
We want to make sure people are sticking around and interacting with your site. Which brings me nicely onto my next point.
#7: Discover which pieces of content your audience are connecting with the most
Once we know your audience are navigating your site and consuming the content, it’s really useful to know which pages they are getting the most value from.
If you have a blog on your site then you can easily find out which posts are the most popular. Armed with this info you can now create more content around this particular topic. If you give the audience what they want and need then they will keep coming back to you to solve their problems and answer their questions. These are the people who will convert the easiest into sales when you launch new products or services that are the answer to their pain points.
It’s that ‘know, like and trust’ principle again.
#8: Compare data from a previous period
Simple but incredibly useful when you are trying something new or different with your marketing. Comparing your results lets you know what actions are most successful for your business.
If your work is seasonal, paying particular attention to your data in different periods of the year is going to be hugely beneficial for deciding when to launch your marketing campaigns. Nobody would spend money or time advertising Christmas decorations in July! It would be a huge waste of resources as the chances of making any sales would be pretty much 0%.
You can also see your progress over time and calculate how quickly your audience is growing month-by-month or year-by-year. Evidence that all your hard work is paying off.
Something for everyone
As you can see, analysing your website data has huge benefits to every business owner who is online. Regardless of what you offer there are Google Analytics reports that will allow you to measure your digital marketing success and design a strategy that enables you to reach your goals and objectives.
I hope this has helped you understand Google Analytics a little better and given you the confidence to explore using it as a really useful tool alongside your digital marketing plan.
If you want to learn how to use analytics yourself, Google have their own free training courses called Analytics Academy.
If you don’t have the time or the patience for that then go ahead and set up a call with me. I’d be more than happy to discuss your individual requirements and how I can assist you with moving your business forward. You can find my contact details here.