The web analytics market size is projected to reach $10.73 billion by 2026. This has in large part been driven by the need to monitor business websites' performance. If you track it, you can grow your sales by improving your digital marketing strategy.
Google Analytics (GA) is a reliable website analysis tool to help you achieve this.
With the introduction of Google Analytics in 2005, attracting your target audience via online marketing has never been so easy – and yet so tricky.
Google Analytics provides valuable information in a simple freemium model. There's a reason marketing professionals around the globe adore GA's analytical reports and data information.
But before we jump into strategies, let's clear the basics.
Google Analytics is a website analysis tool that helps businesses understand and optimize data by measuring, collecting, reporting and analyzing.
Why is this relevant?
Whether you are a corporate behemoth or SME, you might be spending an inordinate amount of money on marketing campaigns that are attracting the wrong audience – that is, an audience that doesn't want your products, services, or information.
To control the situation, GA helps you understand the market. Let's assume you have an e-commerce portal of artifacts.
This website analysis tool helps you learn the exact needs and behaviors of your customers with tables and numbers. It lets you study the movements of your customer on your website.
To simplify the process and make the data work for you around the clock, we have listed the most effective GA tactics for your company's growth.
- Define Google Analytics Goals for Your Business
Google goals are the target set by the Google Analytics account holder as per their business success parameter.
Goals track how and when visitors complete the expected actions set by the business. Completion of the action is called conversion.
The Google Analytics report provides you with the number of conversions as well as the percentage of the conversions, known as the conversion rate.
You can set a maximum of 20 goals per view. To create goals, you need to click on 'ADMIN'.
Then, in the 3rd column, click on 'Goals'.
You can create your goals here.
You can also use the 'funnel' option, which helps you to identify every step your buyer is making before reaching the final goal. With this, you understand your buyers better and can make changes in your business as per their behavior.
Our advice is to carefully set goals that are relevant to your business and play a direct role in your marketing strategies.
- Psychographics and Demographics
These are integral parts of online marketing if you value quality leads.
Analysis of demographics and psychographics helps you determine what content you need to write – that is, what will help you get more leads.
The psychographic feature tells you about your customer's interests, lifestyle, and values, which will help in increasing conversions. Demographics give you a detailed report of your customers' age group and gender.
To analyze the details about your website's demographic details, click on 'AUDIENCE' -> Demographics -> Overview. You should see the data in the simplified charts for AGE:
And, for gender:
Another tab provides geographical details, such as "Which country are they from?" or "What language do they speak?"
- How Has the Audience Reached Your Website?
The referral is a page that brings the traffic to your website. A referral traffic report provides vital information in driving a successful marketing strategy.
If, for example, someone clicks on your blog link at Facebook, which directs them to your website, then the URL of that post would be the referral.
Subsequently, GA would track the bounce rate, the percentage of new visitors and an average time spent by visitors from the referral pages.
Path for the referral page: ACQUISITION -> All Traffic -> Referrals. Move down to the table and you would find all the referral sites sending visitors to your site.
You must be thinking: How does this help?
Let's assume that a popular blogging site featured your e-commerce product. This brings you many visitors who buy your product, which means conversion. GA help in reading and understanding your target audience from the featured blog.
For example: What type of content do people like? Are the images better or the punch lines? Should you invest in influencer marketing or endorsing popular bloggers' pages?
- Find the Right Keywords
Your web content gets visibility on search engines with the right keywords embedded in your website. Sometimes it is difficult to figure out which keywords are ranking better. At times, the least expected keywords bring in the higher traffic.
If you figure out what works the best for you, you can plan and strengthen your SEO strategy to get a higher conversion rate. (For a deeper dive into the process of SEO marketing, check out this piece.)
Google Analytics gives you an easy way to find the right keywords for your business.
To look for the report, click on ACQUISITION -> Overview and scroll down to the below table.
You will see the acquisition, behavior, and conversions of your goals through this analytical representation. Click on 'Organic Search' and you will see a table of keywords bringing in traffic and the conversion rate.
However, the keyword data reports might not work for you because sometimes you see the majority of the keywords as (not provided).
It nonetheless gives you a clear idea of the terms (keywords) people are using before reaching your website. This helps you in identifying the keywords that are already bringing in traffic and you can optimize that keyword for your business.
If you're feeling a bit overwhelmed by the process, professional SEO services are available should you need them.
- Traffic Bounce Back
Bounce rate is "the percentage of visitors to a particular website who navigate away from the site after viewing only one page."
Bounce rates between 25% and 30% are about as low as they will get, even after getting everything right. As a general guideline, anything under 40% is brilliant and indicative of a website that is meeting and even exceeding its visitors' needs.
Having said that, a low bounce rate might also suggest a lack of dynamic content, such as news, blogs, and so on, which might or might not be good depending on your business goals.
For example, if your website offers, say, cake recipes, your visitor will want to get that information and leave. In this case, a high bounce rate is expected and even beneficial.
On the other hand, if you are selling a product, a high bounce rate, especially if visitors are leaving quickly, indicates that they are not buying.
Bounce rates above 90% and below 20% are generally considered inappropriate, and if your website falls into this category, it may require a revamp.
Google Analytics helps you understand why your bounce rate is too high, too low, or simply not at the level you want it.
Go to Behavior -> Site Content -> All Pages.
You need to analyze the bounce rate for every page and check for the traffic optimization. Perhaps you need to change your content approach, or maybe unnecessary call-to-actions and pop-ups are sending your visitors running for the hills.
Google Analytics is an excellent starting point to boost your digital marketing strategy. Practicing the above five features will set your business on the path of greater success.
But what if you want to take it a step further? For go-getters like you, there's BluEnt.
Our digital marketing services are tailor-made for every business, achieving higher conversion rates and brand awareness. We analyze traffic and compare competitor conversions to help you redefine your digital marketing strategy.
Services you can take advantage of include performance analysis, SEO, PPC and more.
Contact us now to get started on cranking up your digital marketing strategy and increasing your sales.
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