Lets start this article on the benefits of Google Analytics with an analogy. When driving around, how do you know how to reach a new destination, without navigational aids such as a map, sat-nav and road signage?
The same question applies to profitable business growth based on digital marketing. How do you know how to get there, or whether you are on the right track, without the navigational aids provided by Google Analytics? All organisations now need a strong digital presence, particularly a website that performs well. Google Analytics is how you monitor and measure your website performance, so you can make changes and build on what succeeds.
That’s something WebAdept know a lot about – digital marketing that achieves measurable results.
One of the advantages of Google Analytics is its ability to help you to drill down on a wide range of evaluation criteria.
Website success is qualitative, not just quantitative. Put it another way, which is better, having 4,000 site visitors in a month and only four sales, or having 400 site visitors, of which 25% purchased something? Part of Google Analytics is audience reports and visitor segmentation data. This information enables you to evaluate your site users, and peaks and troughs in when they visited your pages.
To illustrate how important this can be if your website for a Mexican restaurant in Manchester is pulling in large numbers of USA visitors, you need to make dramatic changes. Particularly to show it is in Manchester UK, not one of the 35 plus similarly named places in North America!
The most expensive website is the one that doesn’t work. Also, you may be channelling substantial resources into both organic and paid-for digital marketing, without really knowing what is working – and what is most certainly not working! Having access to Google Analytics – and the ability to evaluate this data – is going to save you time and money. You can see how specific marketing campaigns are performing, as well as whether your website is ‘earning its keep’.
For example, if you do a big on-page and off-page promotion on Christmas gift sets for men, and very few website visitors go straight to those products, you can go back and improve your seasonal marketing to boost its outcomes.
Much of this valuable business intelligence is found in your Google acquisition reports. These show how site users found you, including any keywords used to connect via search engines.
Logically then, if you use the data from Google Analytics in conjunction with Google Search Console, you can improve your SEO and pay-per-click (PPC) campaigns. This ensures money invested in generating website traffic is being spent wisely and well!
Your acquisition reports could also show you what social media posts are most effective.
Google’s analytical data provides you with insights not just on visitor location and demographics, but also the patterns in their interactions with your pages. Where did they arrive and leave, and how long did they stay in one place? This is another vital reason to use Google Analytics, and especially behaviour reports, in a meaningful way. You get business intelligence about your ‘user experience’ or UX.
UX is what converts leads into sales. It hinges on how engaging your website is, how easy visitors find it to use and the strength of your content and branding.
You don’t want to discover your UX is poor – and your investment in attracting visitors is being wasted – AFTER your sales nosedive.
Constantly assessing Google behaviour reports ensures you can do regular UX health checks. Then, find quick fixes for inadvertent lead conversion roadblocks or black holes. Are you leaking leads on one particular page – or one particular feature on a page? Interestingly, most abandoned online shopping carts occur at the payment stage. The reasons for this are numerous, but at least if your eCommerce website Google Analytics suggests you have an issue there, you can take strides to sort it.
Undoubtedly, one of the primary advantages of Google Analytics is how easy it is to install and use.
Is Google Analytics free? It is! Further enhancing its value to forward-looking organisations. Also, it’s not all about forensic business intelligence either. Google Analytics enables intuitive goal setting, to underpin structured, sustained and measurably effective digital marketing.
However, there is a rider to that. Though Google Analytics is easy to set up (there are instructions below) companies often need expert help in evaluating this valuable business data. As well as in formulating decisive and effective responses.
Fortunately, WebAdept is a solutions-driven expert in website design and development, but also in creating digital marketing activities that work brilliantly. Many clients find having our help to assess and use Google Analytics brings a strong return on investment – not least due to improved lead conversion and well-orchestrated digital ad spend.
Looping back to the intro, website performance is a process of continuous assessment and adjustment, so it is more of a journey than a destination! If you would like WebAdept to be your partner on the road to business success, by maximising your access to vital Google business intelligence, give us a call!
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