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Use Google Analytics To Know 5 Most Important Things

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Developing and nurturing a data-driven mindset is a key factor for online businesses to grow of today. Investing consciously into analytics is imperative for digital initiatives of all size. Web Analytics is an all-encompassing process that involves systematic collection, measurement, analysis and reporting of data pertaining to traffic to the website. It involves analysis of both qualitative and quantitative data.

Digital companies have a plethora of options of analytics tools to choose from for getting meaningful insights about incoming traffic. Some of these tools are:

  • Google Analytics
  • Yahoo web analytics
  • Compete
  • Optimizely
  • ClickTale
  • Twitalyzer

This article focuses on 5 key areas whereby every online business can leverage Google Analytics:

1. Assess the interest and engagement level of customers using Google Analytics

Customers are central entities around which every business is built up. Google Analytics offers features to perform in-depth assessment of visitors and customers of a website.

Knowing the number of unique visitors is a basic feature any analytic system offers. Google Analytics goes a step further in its demographic report and gives data such as male vs. female as well as age based breakdown of the audience. Using this data, administrator can better tweak the display ads, visuals, graphics and content to better suit the existing customer base — and also formulate strategies to attract crowd which is not currently engaged with the site.

1-CustomerEngagement

Google Analytics also offers data to group people based on their affinity categories such as travel, finance, sports, technology, arts, entertainment etc. Using these, the admin can evaluate on a broad scale which lifestyle section the target customer is attracted to and target your ads on a similar scale.

Bounce rate breakdown is another feature offered by Google which is super valuable in determining just how many people are not interested in using the site at all. What contributes to users leaving site just after first page visit? Two main factors are usability and usefulness of the site. By using bounce rate breakdown appropriately, admin can take appropriate course of action such as redesigning the landing page or changing the ads or keywords to better suit the page content.

2. Measure data across devices and platforms using Google Analytics

Can you imagine spending even a single day without smartphone? Mobiles and tablets have slowly penetrated into our lives that we rely on them more than people in our professional as well as personal life.

2-DevicesAndPlatforms

Google Analytics provides minute data about device type users are using, device screen sizes, input methods etc. Flow visualization and event tracking features give user behaviour data such as when users click and take a certain action, change pages, pause or leave in between. Another key feature is understanding of percentage of total users coming from mobiles and tablets vs. those coming from traditional desktop or laptop machines.

Using these critical insights, administrator can identify areas of improvement and formulate strategies such as — focusing on making the site mobile friendly — to grow the business.

3. Evaluate and increase conversion rate of the web store using Google Analytics

Go to a website, browse the pages, read content, see images, click here and there and switch the tab abruptly to go to another site! That is the pattern that most casual visitors follow on internet. Relatively few people buy casually on a web store or buy just at impulse of the moment. Even fewer percentage of people do a deliberate search for a specific product, compare and analyze prices of the product across sites and then make a conscious decision to buy it.

3-ConversionRate

Google Analytics offers sophisticated conversion analytics features. One such feature is multi-channel funnels that gives comprehensive data about specific users actions within a period of 1-90 days prior to the sale. Using multi-channel funnel reports analysis can assess data such as what keywords were used to get to a specific webpage, which display ad was clicked, which demographic location the user comes from, what referral was used etc. Multi-channel funnel reports are of tremendous value for administrators to categorize which source of business is coming from paid search, organic search, social network, referral, display ads or direct browsing. This can in-turn help them to take appropriate actions such as increasing advertising budget in relevant segment and ultimately grow the business.

4. Evaluate impact and usefulness of content using Google Analytics

Albert Einstein once quoted, “If you can’t explain it simply, you don’t understand it well enough”. The quote resonates very well with the quality and quantity of content posted in online portals. To attract and retain a visitor many factors such as: content relevance, graphics beautification, videos usefulness along with overall presentation and usability of webpages play a crucial role.

4-ContentEffectiveness

Google Analytics offer important features to analyze the impact and effectiveness of content as well as presentation. A feature named top content explains number of times a page has been viewed, how quickly people leave after visiting the site etc. Top exit pages show frequency at which visitors navigate to other site or pages.  This is an important feature that lets administrators determine if problematic areas of a site need to be revamped or scrapped altogether.

5. Analyze the effectiveness of social engagement efforts of the site using Google Analytics

Communicating and exchanging information effectively is a critical skill that is needed by individuals and organizations today. Amongst all the communication channels available to mankind today, social media is unquestionably the most influential one! Online portals are investing significant resources in engaging with potential customers via social media.

5-SocialMedia

Google Analytics offers 3 key features to measure this engagement. Social sources report gives data about how customers initially got attracted and which path they took to engage with the site. Conversion report provides financial data as well as number of final conversions that came through each social network. Social Plug-ins is another key feature that shows the pages that are most shared and social platform where majority sharing is happening.

These social analytics features integrated with web data save administrator’s time and efforts and help them modify their marketing strategy on social platforms and consequently increase online business revenue.

Source: Google Images

  • web-analytics

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