Currently there are 10 million businesses and websites that are using Google Analytics, but a large percentage of webmasters never use the program or don’t dive deep enough into the surface of the program’s basic dashboard reports. This is a huge mistake, as the data found inside Google Anyalytics will help you measure performance, improve on ROI campaigns, and achieve specific business goals.
Measurements are very important in your business, it’s a way to focus on revenue and profits. Google Analytics can be very overwhelming so here are three of the top steps you should learn to help mine actionable data from your account.
Step 1: Check Your Mobile Optimization
Mobile strategies are of huge importance nowadays, it’s no longer an option to ignore. According to Pew Internet, 56% of Americans own a smartphone and 34% own a tablet. Google Analytics can help you measure how well your site is performing for these mobile viewers. If you know that mobile is a priority, but have no idea how your site is doing or where to go next with your optimization, there is a quick and easy way to learn more…
Within the Analytics dashboard, select “Audience” from left-side admin menu. Then choose “Mobile.” Under “Mobile,” click on “Devices.” The comparison chart found there will show you statistics such as number of visits, bounce rate, time on site, and pages visited by device type (e.g. Apple iPad, specific models of Samsung smartphones, etc.).
To use this data to quickly assess your site’s mobile performance, look at two things:
Compare your general bounce rate to your mobile bounce rate. If your mobile bounce rate is significantly higher, it’s time to think about your overall site optimization. View your site from a variety of mobile devices to start pinpointing specific issues and talk to your web designer about implementing a mobile responsive site design.
Look at the bounce rates by specific device type. This level of granularity allows you to really understand individual device performance. If specific models have high abandonment rates, it’s time to get your hands on that phone or tablet and test out your site. The results can give you a road map for future mobile development strategies.
Lack of a mobile strategy can also hurt your site’s search engine rankings, making this an important area to pay attention to.
Step 2: Know Your Key Segments’ Traffic Behavior
Every time a visitor visits your site it can be a potential sale or newsletter subscriber. But every customer has a different lifetime value. Some forms of traffic are more expensive like the upfront cost of Pay Per Click compared to long-term SEO. It’s important to understand the different types of traffic and how it converts on your site.
You can get a very detailed understanding of where your site traffic comes from and what those visitors do once they reach your website with GA’s advanced audience segmenting feature.
To get started in the Analytics dashboard, click “Audience” on the left-hand menu. In the menu bar above the graph that appears, select “Advanced Segments.” A checkbox list will appear. Check the boxes next to the following options:
- “Paid Search Traffic” (if you track paid search traffic within Google Analytics)
- “Non-Paid Search Traffic”
- “Direct Traffic”
- “Referral Traffic”
Then hit “Apply.”
You’re now able to compare differences in key statistics across traffic types. Don’t stop at the basic stats, though. Once advanced segmentation is enabled, you’re also able to use the segmentation to view any other report within Analytic’s. Areas to look at in more detail include:
Ecommerce stats – If you sell products or services on your site, this breakdown can help you understand which referral sources are sending you the most buyers.
Goals – Setting up goals in Google Analytics, such as getting to a download completed page or a sign-up thank you page, helps you determine what traffic is converting on other dimensions beside sales.
Traffic source – Is mobile behavior significantly different than desktop computer-based users? If your advanced segments reveal this, these results might have implications for your mobile optimization plans.
Step 3: Calls to Action with In-Page Analytics
Calls to action (CTAs) are critical to conversions. Both your copy and design tell site visitors what you want them to do next. The most common way to improve your CTAs is through split testing. You serve up two versions of the same page with one difference – for example a red call to action button and a blue call to action button – and find out which one converts better. Refining your pages this way is effective, but it can take a lot of time.
Google’s In-Page Analytics report now allows you to see the percentage of clicks for each link on a landing page. You can also set the report to measure specific goal performance. It’s a highly visual report that overlays data on your site’s design. You’re able to very quickly answer questions like:
- Are your calls to action motivating your visitors?
- Does your layout drive people to view your most important content?
- At a design level, is your site supporting your business goals?
- Which menu items are most frequently clicked on by visitors?
- Is something on your site – such as comments or live chat – distracting visitors from the content you really want them to see?
In-Page Analytics also allows you to test the concept of “above the fold.” Stolen from the print industry, the term refers to the portion of your site that visitors can see without scrolling. It’s your most valuable web page real-estate. To find out what exactly your visitors are seeing, select “Browser Size” from the mid-page navigation bar on the In-Page report.
“Mobile Optimization, Key Segments’ Traffic Behavior, and In-Page Anaytics are just the tip of the ice burg of measuring your sites value. Let Covvo SEO analytic specialists set up Google Analytics for your site so you can begin tracking these invaluable stats today. For more information: check out our SEO services. We can review deep within your analytics and make actionable items to improve your website. If they find issues such as In-Page Behavior issues, our web designers can change your layout so that the most critical information is “above the fold.” And as always if you need any information at all, please contact us anytime.”
Source: Google Anaylitics,Pew Internet