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7 Google Analytics Tips For Business Expansion

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Google Analytics is a very powerful analytical tool which is being used by businesses to extract the desired information about a website. It has been sometime since businesses have started using Google Analytics. Organizations when initially set up Google Analytics for their business, feel very satisfied with the amount of data it generates such as number of visitors to the website, number of clicks on the page, number of visits on a particular page etc. However, over a period of time, there is a realization of the information being insufficient for a business to run.

Google Analytical tools features are not meant only to determine number of visits or number of clicks. There is more to it and sooner the businesses understand and appreciate this aspect, the sooner they will see some positive changes. Generally, lack of awareness and a glitch to explore further into various other interesting features of Google Analytics, curtails the business growth. As a business head, one must always remember that Google Analytics has tremendous capability than what it is being subjected to.

Following are the 7 Google Analytics Tips that can really help in business expansion:

1. Setup Goals

Even in an ordinary day-to-day life, if we do not have a goal, then we may not see the desired results. Similarly, when a business is implementing Google Analytics to their website, it is very important to set up Goals. All the activities on a website revolve around the goal. When a tracking system has been set on the website, the marketer can initiate various goals.

Goals can be set of simple activities that the marketer wants their visitor to take part in and could be simple achievable targets. In order to set-up a goal, marketers should first ask themselves, the objective and purpose of the website. Clarity of thought is very important to set-up a goal. Series of steps or path the visitor should take must be determined in advance which can then be measured using Google Analytics.

For example; if there is an e-commerce business which has already implemented Google Analytics while setting up a goal, they may consider various factors like conversion rates, time spent by people on the website, people visiting more than two pages on the website, visitors clicking on call-to-action tabs, measuring the performance of most attractive advertisements, number of people subscribing to the newsletter etc.

Having a clear agenda will naturally help to set up goals. Once the goals are set and analytics has begun, the reports generated can be used to take important decisions like changing the marketing strategies, using appropriate keywords, determining various sources of traffic, optimizing the contents etc.

 2. Connect Google Webmaster Tools Account

Google makes our lives even merrier by providing various interesting freebies and one of them is Google Webmaster Tool. This tool allows the user to see the number of impressions that a search query is generating, their ranking in Google, number of links that a website has etc. Apart from this, Google crawls through the website and suggests various diagnostic measures to be taken.

In order to access this feature, one must go to Traffic Sources>> Select Search Engine Optimization>> Click on the desired reports>> Set up Webmaster Tool Data Sharing>>Edit Webmaster Tool settings>>Connect.

This feature allows the marketer to determine their +1 metrics, performance of the site and indexing the website to Google. Google Webmaster Tools gives access to the new SEO reports. The SEO reports generated will consists of the following:

  • Queries: User will be able to determine the keywords that have low click through rate but good average position which will in turn help the user to play around with title and page description. As a result, the click through rate will improve.
  • Landing Pages: Report generated will depict landing pages with good click through rate but low average position. This will help the user to carry out an on-page optimization process to improve the rankings.
  • Geographical Summary: Reports generated can identify various organic visitors and determine the target market.

With this report in hand the marketer can plan their strategies ahead.

3. Site Speed

The speed with which the website loads helps to grab a lot of attention. This is called load time. Google Analytics allows the user to measure the load time of each page and the website as a whole. If the load time of a particular is more than the average speed, then the marketers can shift their focus towards that page and look for ways to improve the speed. The better the load time, the better will be the experience which will directly affect the rankings on Google.

Apart from generating reports for page views, bounce rates etc., the average load time can also be visualised. The Performance Tab will give an overview of various buckets of the page load time. Map Overlay feature will allow the user to calculate the average load time of pages in different territories.  As a result, marketers can strategise their site optimization and improve them.

4. Site Search

People visit sites through various sources and one of the most common sources are searches. Apart from using regular search engines, there are visitors who user the internal search engine of the website. It would be interesting to know that people using site searches are more likely to become a lead than people coming through other search engines as these visitors are more engaged to the website contents and services.

The keywords used by visitors in the site search when analysed, can help the marketer to optimise the website contents to attract more traffic. Marketers can reap ideas for their blog by analysing the keywords used by the visitors. Google Analytics will help to identify these keywords, when the site search feature is enabled in it after the search form is placed on the website.

 5. Track Events

Tracking various events on the website is very important for the marketer. Google Analytics allows the marketer to track events like number of people downloading certain product, better performing advertisements, who is clicking on the ads, how the videos are being accessed etc.

Google Analytics allows the user to set these events as goals and the performance of each goal can be measured using metrics. Event tracking option can take various factors into consideration like categories, action, label and value.

6. Visualizing the Flow

Visualising the flow of activities on website is very interesting to analyse and at the same time it very important too. When visitors enter the website, they may take different path to reach a goal. Google Analytics has recently added two interesting features namely Visitor’s flow and Goal flow under Audience section & Conversion section respectively. These features give a complete analysis in the form of Funnel visualization report. User can use advanced segments to filter further data to gain better insight.

7. Plot Rows

Tabular reports generated by Google Analytics can be further organised and segmented for better visualization. This can be done using the feature named Plot Rows.

In order to use this feature, the user will have to select two rows from the tabular report and click on Plot Row tab which is available at the bottom. The chart generated after clicking Plot Row for the selected two rows, will give further insight about them. The segmentation generated by this feature will allow to analyse better when compared to the overall metrics.

Using Google Analytics to access basic website information will not help the business in the long run. There is so much more to learn and explore in Google Analytics and businesses should dig in further for comprehensive usage of all features of this analytical tool for their expansion!!!

  • web-analytics

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