The key to making Google Analytics work for you is being able to translate the data points into answers to questions you really want to know about your customers. Graphs and charts aren’t helpful unless you can turn them into useful action steps.
When you dive into the sea of data that is Google Analytics, the first step is to get oriented by finding just a few things those numbers are telling you. Then, make a plan to act on that data. At Infomedia, we handle Analytics for our customers, all the way from setting it up to offering free trainings, complete with ideas on how to optimize your site. But even if you’re not an Infomedia client, we want to help: If you’re getting started with Google Analytics, click here for our free training on the basics. Once you have Analytics set up and collecting data, what can you learn from it? Here are three things we often find connect with clients getting started with Analytics.
When Are Users Leaving Your Site?
Users leaving your site isn’t always a bad thing; if a user leaves after making a purchase or paying a bill, that’s good — they got where they needed to be and did the thing you were hoping they would do. But if you’re noticing a lot of exiting before users get where you wanted them to go, that’s an opportunity to readdress your site to make visitors more sticky.
You can address this by redesigning the page, or you might even be able to make simple changes in the wording of the page to be more engaging or clear. Analytics will give you data on how the page is performing, both before and after the changes you make, so you can see what works and what needs to be rethought.
What’s Confusing (or Boring) for Your Customers?
Analytics will show you which pages your users aren’t engaging with; if they navigate immediately to a different page or exit the site completely, you’ll be able to tell. In some cases, visitors might not even be able to find what they want to do; if you know your customers want to order online, for example, but hardly anyone finds the page where they can do it, that’s an opportunity to restructure a bit to be more clear.
Sometimes, this is just a matter of reworking the design of the page or the messaging. But your website traffic might also be showing you gaps in your promotions or products themselves — if an offer is consistently not performing despite readdressing the content and design of the page, it might be time to reconsider the offer itself. This is something that’s easy to see from the clearcut data Google Analytics provides, but may be more difficult to ascertain from in-store data, which can be a little more murky.
Are Your Ads and Promotions Working?
Google Analytics shows you where your traffic is coming from, so you’ll know if those ads you’re paying for are actually driving traffic to your page. And this isn’t limited paid advertising — you’ll also be able to know if the things you post to social media are actually bringing traffic to your page, too. Instagram likes do not always equal page visits or sales, so it’s good to know if those popular posts are actually turning into conversions or not. If they’re not, it’s a good idea to intentionally make tweaks in what you’re posting to see if the Analytics numbers can change.
See the Bigger Picture
Implementing Google Analytics into your marketing campaign should help you see the bigger overall picture of your website’s performance. Our short overview has only scratched the surface of the many capabilities of Google Analytics — the possibilities are truly endless. Make the most of this free tool and take the time to monitor your website’s health and performance — the stepping stones to higher ROI, ranking in SEO and so much more.