When we mention Google Analytics, most people have ONE of THREE reactions:
Which reaction do you have?
1. You have heard about Google Analytics but aren’t clear about what it can do for you.
2. You know about Google Analytics; you have logged into the dashboard, but were overwhelmed by the amount of data provided, and were bewildered by what to do with it or where to begin.
3. You are stoked about the possibilities when you think of this mighty tool; all the incredible insights it gives you into how your website is performing and how visitors behave on your site.
If you answered 1 or 2 – NO WORRIES – because many of the people we start helping have not been clearly shown, or explained to, why this is one tool you NEVER – EVER – want to ignore.
Let’s start using our treasure map
Think of Google Analytics like your personal map to buried treasure, except that several Xs mark the spot, and you can start digging in multiple areas to get to your gold.
This is a HUGE advantage that many website owners are not exploiting, or worse, are simply ignoring because they feel it’s too much effort to figure out, or are working with a person or company that is not doing their job.
So – what Gold can Google Analytics give you?
Well, to begin:
1. Bounce Rate
You can see instantly upon logging into your account what your bounce rate is. This means that people are coming to, and then leaving your site so quickly, that they can’t even be counted…. they bounce.
This is a vital piece of information, and if you have a high bounce rate, say 70% or higher, meaning 70% of your visitors leave, well now you can get to work and fix the problem(s) that may be causing it.
This is crucial! What is turning them off your site so quickly?
Think about it!
Take an honest appraisal of your site and think about why they may be leaving so quickly.
After all, you can be sitting on the first page of Google or other search engines, getting tons of traffic, but if they all leave before you can get them interested in your products or services, what good is that?
A few of the main issues for a high bounce rate could be:
- Slow load speed
- No clear call to action
- Content that does not match what they were expecting to find when they came to your site
- Your site is not mobile friendly
- Your content is arranged or written poorly
And while Google Analytics can’t answer or solve the above, it HAS given you the information that you have issues that need to be addressed. That’s some real gold there to your bottom line, isn’t it?
Which brings us to
2. Conversion Rate
Google Analytics allows you to quickly and easily set up GOALS. Maybe your goal is to:
- Have people call you
- Sign up for an email and then go to thank you page
- Buy something
- Engage in some way on your site
There isn’t time to show how to set up a goal here in this article, but if you want to learn, we’re always here to help. Suffice to say, that within a few minutes of telling Google Analytics what your goal is, it will track it for you.
So are your potential customers doing what you want them to?
Do you know what percentage of people that come to your site are taking the action that you want them to and then converting to a customer? You should, and Analytics will tell you.
Google will tell you exactly what line your customers are following as they move through your site. Are they leaving before check out?
If they are NOT doing what you would like, then tweak your site to lead them by the hand so there is NO DOUBT in their mind how they get to your product or services and then to check out.
Always take away ANY road blocks that may prevent them from taking action.
This is like having someone walk into your brick and mortar store and literally have a line on the floor that they follow from the front door, to the product, to the cash register. All they have to do is follow the line. You can do the same thing on your key web pages.
We just found pure silver, pearls, and a few gems from our treasure map, didn’t we?
Let’s dig a bit deeper
3. Customer Behavior
How many pages of your site do your customers look at?
The average you want to see is 3 to 4 pages per visit and a few minutes per page. That tells you they are interested in what you have to offer and want to learn more. Google Analytics CLEARLY tells you this.
So make those pages the best they can be
Thanks to our treasure map, we can see what kind of content, products or services are grabbing your customer’s attention, so add more pages like that and make them OUTSTANDING – make them memorable.
Give them MORE of what they want and they will return again and again, and…. It’s very likely they will share and tell others, which is more free traffic for you.
Don’t put your shovel down – let’s keep digging
4. Are your other marketing efforts working?
This is something that can BLINDSIDE many website owners because they feel that other marketing efforts are driving TONS of traffic to their site but they DON’T REALLY KNOW, because they are not paying attention to their Analytics!
Example: You just wrote an article in a very important trade magazine that caters exclusively to your customer base. The magazine reached around 48,000 people.
How many people actually responded to your article?
If you have Google Analytics set up correctly, you’ll know precisely how many, and won’t have to guess.
This is where business owners can get BLINDSIDED into thinking that they got a huge response and it was worth the money to get it published…..but they are GUESSING!
TRUE STORY: This happened recently and do you know how many people actually responded to the article that reached possibly around 48,000?
Yup, that’s right, ONE person responded.
The business owner swore these marketing efforts were her bread and butter, so we set up Analytics for her. She was shocked! It was a brutal realization, but this kind of knowledge is so important to be aware of.
To be honest, it was a very poorly written article and went on and on about how great the business was instead of giving good helpful information to their customers and being a resource, but good content creation is another topic!
So What’s the Lesson Here? Use Your Treasure Map!
Because believe it or not, the points mentioned above address just a FEW of the really powerful insights that can streamline and build your business and bottom line, so don’t wait, get into Google Analytics now!
Don’t know where to start? We can help
We’re always happy to help you out. At H.A.R. Marketing SEO and Design we work with all types and sizes of businesses, and we can put together a plan that is custom tailored just for you.
Contact us today and let’s get started…… it’s time to discover your buried treasure since you have a valuable map in your very own hands!
Hilary Rinaldi is a nationally published writer, and an award winning illustrator and graphic designer. She has been a Certified Search Engine Optimizer (SEO) since 2005. Hilary has developed and overseen national and international marketing campaigns, and regularly writes about Marketing, Graphic Design and Web Design, Illustration, Content Creation, and SEO. She strives to give the best advice she can while making it an enjoyable process for anyone who wants to learn.