Analytics are important for anything you do digitally. Being able to track the results of whatever marketing tactics you choose to use shows how well it performed and gives you the ability to spot areas to improve. But do you know what you really should be looking at?
Google Analytics can look like a minefield to those that have never used it before. But thankfully, they provide lots of help with how to use it. It definitely should be something you should implement on your website from the get-go as it gathers data on your customers, what they’re buying, how they’re moving through your website and even a rough guide as to how old they are.
It’s full of wonderful metrics to help target your marketing efforts better, but can definitely be overwhelming when it comes to choosing which metrics to pay real attention to. Here, we’ll give an insight into the ones that we recommend taking more notice of and why.
Acquisition Overview
We guarantee that you will spend a lot of time on this section of your analytics and for good reason. It’s the one place where you can see an overall view of exactly how your users are finding you. Here, you will be able to clearly tell if your recent SEO efforts have increased your organic traffic, or if your PPC campaigns are making a difference. It helps give you an overall view of both your strengths and areas to perhaps work on.
Bounce Rate
We discussed the importance of bounce rate in our last post and we’re mentioning it again today because it is a really important factor to understand. If your bounce rate is high, it means that people are leaving your website quicker than you want them to be. By looking into your bounce rate and seeing where users are dropping off, you can create better content, make navigation easier and entice customers to stay on site.
Conversions
You can set up specific conversions on your website, telling Google Analytics to record certain actions. Whether you’re an e-commerce site and you want to record how many ‘Add To Baskets’ you have, or you’re interested in how many people are subscribing to your mailing list through your website, they are handy to have. Setting these up can be difficult, let us know if you need assistance.
User Flow
You’ve got your customers and you can see that they’re on the website regularly and hitting those conversions that you want them to. But how did they get there exactly? By utilising User Flow, you can see the journey that your customers are making. Is it taking them 3 pages to convert, or 7? Are any particular pages highly converting? Can you speed up the converting process? All questions like these can be answered by using this analytic.
Geographics
If you’re a business that deals with your local area only, geographics are a fantastic way to see if you’re hitting the right audience. This can show you, right up to the town/city level of where your website users live. This can help you influence whether you need to extend your business reach or hone in better on your local area with some local SEO.
Landing Pages
What pages are users seeing first? Landing Pages will help you discover exactly where your customers are first entering your website. By using this tool, you can ensure that those most popular pages are optimised for both assisting in converting that customer and more predominantly, for their experience.
Now you know what you need to look at, get logged on and take a peek to see where you can improve your marketing efforts to get those customers converting more often. This all starts with bringing in customers that are suitable and in need of your business, find out how we can help you do just that.
