Posts

What Google Analytics Can Tell You About Your Business

You have a website, but how is it used? You add information, but what do users value most? These and many other marketing questions can be answered with Google Analytics. GA tracks a range of key stats and insights related to your website performance. It provides essential intel to help you target your marketing.

Data Available from Google Analytics

Google Analytics gathers a lot of data. What matters most to you depends on your type of business and your goals.

  • Where visitors are located
  • Visitor interests
  • Browsers and devices used
  • Age and gender

GA tells you what people do at your site:

  • Pages viewed
  • Links clicked
  • Time on page
  • Actions taken

You also get great intel on where people come from, whether it is social media, a search or  another website.

From Data to Insights

Data is nice, but insights are better. The default Analytics dashboard will give you great info which may or may not tell you what you need to know. Usually, you have to look deeper into the data to give you the info you need to guide your marketing.

Here are some common insights you can get from your Google Analytics Data.

  • Pages viewed tells you what’s most interesting at your site. You learn what people want more of and what they don’t care about.
  • Traffic sources tells you what marketing channels are sending traffic to your site. There’s no sense in investing more effort with channels that don’t get people to your website.
  • Devices tells you just how much effort you need to put into an excellent mobile experience. If half or more of your visitors are using their cell phones, you must make sure your site functions well on the small screen. You must.

Look at your online marketing goals and explore how Google Analytics can give you actionable data to measure progress as well as understand what to do next.

 

The Right Landing Page Can Turn Digital OK to Digital Wow

Your digital strategy is all about driving traffic to your website – your online home base. Taking time to make the pages you send people to – your landing pages – a great and well presented experience can create the engagement and conversion you are looking for.

When visiting your site, customers expect an experience that is fast and well-designed — no matter the device they’re using. In a recent study, Google found that 81% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find what they’re looking for.

Optimize for Mobile

Think mobile with your landing pages. Optimizing the web pages for mobile usage is a requirement, not an option. To make your site mobile friendly, run your landing pages through Google’s Mobile-Friendly Test, which will give you the insights and resources you need to improve your pages’ mobile performance.

Use Google Analytics as a Guide

Which areas of your site are performing under expectations? Are certain landing pages turning leads to more sales? Where do site visitors linger? Where do they leave?

Google Analytics offers detailed reports that are specifically designed to help you better understand the performance of your landing pages. In Analytics, follow this path: Behavior>Site Content>Landing pages report. Use the data to understand which landing pages are doing well and which need improvement.

Test Landing Pages

Google Optimize enables you to make multiple versions of your site and see which version performs best. You can test different layouts and content to see if the changes impact conversion to your desired outcome.

Testing with Optimize helps you build pages that offer better user experiences, drive more conversions, and provide a higher return on ad spend as a result.