Using tools such as Google Analytics, we are able to extract data and track how a visitor came to our site, how long they stayed, and what type of content kept them there, all in real-time. There are a number of valuable measure we can obtain such as:
Bounce Rate – A high percentage of visitors navigating away from our site after opening only one page would suggest that we need to improve the quality of that page with more engaging content such as videos, calls-to-action, and free gifts, etc. The plan is to encourage the visitor to dig deeper into the site and experience the websites products and/or services.
New Markets – by analyzing the geographic breakdown of the visitor, we may be able to identify new markets, and also close down markets that are not working.
Trends – we will be able to identify trends in visitor behavior such as more gifts purchase around Christmas time. We can compare sets of data to help understand trends. For example, online purchases increase the most during the winter months in some states but not others. Is that trend related to the weather of those states?
Key Performance Areas – We should be able to identify the areas of performance that give us the most benefit. For example, if my visitor goes from my Home page to my Product Reviews section, and then leaves my site, I may be influenced to upgrade my product reviews page to keep the visitor long enough for them to take the next steps.
One of the less commonly known or used features in Google Analytics includes the ability to measure traffic and the engagement made on your business’s social media platforms. We can apply advanced settings to our report and isolate and analyze our traffic by:
- By specific keywords (branded, non-branded)
- By browser
- By country
- By screen resolution
- By referral source
The Mainstreethost website is helpful in learning how to do this. They describe in a detailed way how to set up our marketing goals and analyze our data by different segments.
Creating Funnels – By determining the marketing trends that work for us, we should be able to create funnels into our website. This consists of knowing the typical steps a visitor would take before they arrived to our online business. An example of a funnel might be; if I were promoting my new book, one of my funnels would consist of publishing an excerpt of my book on Facebook and providing a call-to-action directing readers to a landing page where people could fill out a short form and download the book. More funnels means more visitors.
I work for a company that believes that if we always do right by the customer, the profits will follow. Using Google Analytics to adapt our websites to our customers will provide us with a growth frame-work which can be turned into a sustainable online business.