Even if you’re an experienced digital marketer, it’s easy to become overwhelmed by the breadth of information collected and reported by Google Analytics. If all that data has you feeling a little lost, here are five ways to start using this powerful tool to improve your website.
- Seek content that resonates
As ever, content is king when it comes to a successful campaign. Use Google Analytics to identify which of your pages are already getting great traffic, generating leads or topping conversion rates, and see what types of content lives there. This is what’s resonating with your audience, so create more of it.
- Discover traffic sources
Just as it’s important to figure out the content that’s landing, it’s helpful to understand how traffic is coming to your site. Google Analytics makes it easy to determine what traffic is paid versus organic, what ads are driving customers to your pages, what blog posts are working and whether your social media campaign is paying off.
- Leverage pages that speak loudest
One of the more interesting data sets Google Analytics tracks is the length of time site visitors spend on single website pages. You can maximise conversions by identifying the page or pages your customers are spending the most time on, then leverage those pages to increase sales.
- Identify crucial keywords
Google Analytics can show you the keywords your visitors are using to find your sites. Be sure to incorporate those words if they’re relevant to drive conversions or get rid of them if they are words you do not want customers to associate with your brand.
- Consider the big picture
There’s lots of data available through Google Analytics, and it’s easy to maintain a narrow focus in an effort to find the most relevant information. Keep the broader picture in mind to avoid the bias that comes from a lack of perspective. Remember that repeat visits, pages per session, engagement activity, attribution data and other numbers are just as important as user analytics.
Website design has come a long way, and with powerful tools like Google Analytics it’s easier than ever to fine tune a site that resonates with your audience. By approaching big data in a thoughtful, measured way, you can harness the power of Google Analytics to improve your site, drive quality traffic and increase conversions.