Google doesn’t just deliver the world’s most prodigious search engine, they also provide a practical resource to help you know if you’re getting the most from your search-based marketing. It’s called Google Analytics.
Your website is an important sales tool – perhaps your primary — so it has to be sharp. Google Analytics helps you improve your website and your overall marketing, by providing a broad cross-section of data about who’s visiting, how you’re engaging with them, and the results.
You can count your visitors.
See what online sources and geographic locations they’re coming from, if they’ve visited before and how often.
You can study visitor engagement.
Searchers are scanners. If your site is confusing or boring, they’re gone. Google Analytics provides details like pages viewed per visit, average time on site and bounce rate (visitors that leave immediately). Real-Time lets you right now which pages are generating traffic and whether your content is attracting the attention you want.
Customized report filters based on your goals and metrics further refine your understanding of visitor behavior. Compare statistics to your marketing goals – download, registration, lead generation, purchase, etc.
The monumental increase in smartphone and tablet users requires special optimization to make sure you’re ready and welcoming for their format. Study both mobile-visitor and desktop-generated stats, and also compare behaviors of smartphone versus tablet users, because they can be quite different.
Follow the results.
Since fewer than half your visitors land on your home page, all key pages and ad-specific landing pages have to be well-optimized. Compare page results to see what’s working and what’s not, and exactly where potential buyers are leaving without converting. In-Page Analytics displays a visual overlay showing how visitors are interacting with each page.
You can analyze conversion rates by tracking goal value as well as abandonment rates (failure to convert). Attracting lots of visitors is good, but turning them into buyers is your ultimate goal. Online retailers can use Ecommerce within Google Analytics to track volume of transactions and sales amounts.
Google Analytics is a powerful marketing tool because what you learn can greatly improve your odds of success. You’ve invested substantial time and money in your website, not to mention your general marketing and specific advertising campaigns. Making full use of Google Analytics can help you get the most profitable return on that investment.
