Once Google Analytics has been integrated with your website, it can feel slightly overwhelming in terms of where to look first. With so many options to track user data on the website, it is important to understand how to find the most valuable information that will help inform decision making. Have a read of this article to find out how you can best use Google Analytics.
Google Analytics can provide countless numbers of invaluable insights to inform how you reach out to your audience and clients. With these simple reports, you will be able to gain a better understanding into how each audience is using your website and how their experience can be made even better. This will in turn increase the number of conversions gained.
Source/Referrals
The sources or referrals gives good insight into how well your marketing efforts on various platforms are performing and helps identify areas of marketing to invest more in and others which do not require or would not benefit from extra support. As well as this is allows you to see external referring sites directing people to your website.
Bounce Rate
The bounce rate identifies how many people have entered your website and clicked back straight away without interacting with your page. If you have specific pages with a high bounce rate you should consider looking into them further to understand why this is the case. It could be that the page is not displaying the content your audience is expecting. Another factor that could be increasing the bounce rate is that your pages are not engaging enough. Considering using a range of links, photos, videos and infographics to interest your users.
Custom Goals to Track Leads
Google Analytics allows its users to implement custom goals to track their progress in achieving targets. This can be used to track the conversions you are receiving for each lead and also where the conversions have come from meaning you can identify the success of any marketing campaigns. The custom goals need to be set up separately in Google Analytics in order to track leads.
User Journeys
When a user enters your website you want them to engage with the content. By tracking their journey, you are able to identify the content that they have engaged with and areas of the website that are popular. This can help inspire higher levels of content in certain areas which can be created through blog posts or videos, both of which help to increase retention and lower the bounce rate. This approach will also increase the amount of time spent on a page.
By learning more about the ways Google Analytics can offer insights into your audiences and their behaviour, you will enable your organisation to get the most out of their website and marketing campaigns. It is important to monitor your Google Analytics account on a regular basis so you can compare past successes and build upon them. It is still one of the best ways to gain a better understanding of your audience, what they want and the best ways to give it to them.
