Analytical software is a necessity for any business with an online element, and Google Analytics is one of the easiest ways to do this. As a result, this tool is invaluable to everyone from the hectic, home-run business, to the relentless blogger. Once your site has been created, you need to make the most out of it through such vital services.
But Google Analytics is a paradoxical concept; the figures it offers can be invaluable, if used correctly. But this plethora of statistics can also prove to be a hindrance, if you don’t know how to use them, as a thorough analysis of the stats could take days or even weeks, time that most business owners simply do not have.
But don’t worry, in the pursuit of increased sales, you needn’t look at every single piece of data. Covering everything from the type of site visitor, to organic SEO efforts and even pay-per-click ad campaigns, the data on offer is incredibly vast and varied. So, what do you need to pay attention to, and what can you do with the resulting information?
Firstly, let’s assume that you’re generating enough traffic and data that you can actually analyse it thoroughly, and that this data is accurate; data from Google Analytics is often taken as gospel, according to Carolyn Swift (CEO of ROI Swift) and hence any quick decisions can have an adverse effect on sales if they’re based on inaccurate information. Hence, for certain data, it’s advisable to compare numbers with other platforms, such as BigCommerce and Magento.
Once this is the case and you can ensure that your data is accurate, you can use various elements of Google Analytics to increase site traffic, sales, and conversions. Here are a few key factors to look at, to make sure that you get the most from this service.
So firstly, if you haven’t already, get to know what your site specialises in, and what attracts people to it. While this sounds like an incredibly basic principle, it’s an often-neglected factor. You may have plenty of site traffic, but this is irrelevant if the site users leave as quickly as they came- This is displayed in the bounce rate breakdown of the service, which tells you how many visitors are making brief trips to your site, only making a few clicks before departing. Aim to reduce your bounce rate to increase any potential site growth, by specialising in meaningful content which engages your visitors: A brief visit may still count as a hit, but this shallow figure is ultimately meaningless.
You can also cater to your site’s audience through more subtle elements of Google Analytics. For example, the service offers a breakdown of what browsers users prefer, whether this is Chrome, Edge, Firefox or Opera. To fully utilise this frequently dismissed feature, you should modify your site to include certain features which may not work with certain browsers. Contrastingly, if you’re getting a large portion of visitors from a specific browser, you could tailor your site to best utilise the significant percentage of your audience.
Whatever you do, make sure that your site is easily accessible to every type of web user. If there’s any hindrance that makes the site harder to access, users won’t hesitate to go elsewhere.