With over 80% of the market share, Google Analytics is the world’s leading web analytics tools. It’s used to track, measure and give insight into user traffic on websites and is a vital tool for business websites geared towards serious marketing and sales. In fact, it’s vital for any website which needs to understand customer (and potential customer) behavior to increase their traffic and business.
Website performance is more than crude page views. if utilized effectively, Google Analytics can be a powerful tool for developing strategies to expand the performance of your website as a tool for generating business and income.
If you’ve been looking into Google Analytics, we’ve got helpful tips to get you started. However, let’s deal with some Google Analytics basics first.
What is tracking?
Tracking involves monitoring the activities of the visitors on your site. Google analytics let’s you track and collect useful data such as how visitors found your site, how much time they’ve spent on it, what they search for and look at etc.
What is Conversion?
In the world of web analytics, a “conversion” occurs when a visitor to a website completes an action that is valuable to the business. This could be in the form of clicking a shop button, viewing an ad, filling in a form, signing up for a trial, purchasing a product etc.
Tracking conversions can be useful not just to see how your business is doing, but also to analyze the behavior of visitors to your site so that you can optimize your site for maximum conversions. This is especially valuable when conversions result in monetary gain — such as from a purchase in an online store. Google Analytics can be used to track conversions on your website and even assign monetary values to conversions..
Understanding Goals vs Events vs Conversions
Now let’s introduce some more key concepts in Google Analytics:
Events — any action taken on a website by a visitor. Clicking a button, playing a video, doing a site search or simply loading (viewing a page) are all examples of events. In short, events involve any interaction a user has with the website.
Goals — a desired event / outcome that you want to track on your website. You set goals in Google Analytics based on what events or actions you want to take place and track.
When a particular event that was set as a goal has occurred, that’s called a conversion. So, if submitting an email is valuable to you then you would set it as a goal in Google Analytics, then when someone completes this action it is counted as a conversion.
Now that we’ve covered the basics, the following are X tips you can use to take advantage of the conversion and tracking tools in Google Analytics.
Tip 1 — Use Segments feature
Google Analytics allows you to break down and categorize your website’s visitors into segments. This could be based on demographics, geolocation or interactions with your website. This feature should be a no-brainer if you know how to take advantage of learning the behavior of different subsets of your visitors. You can adapt targeted strategies for different segments to maximize conversions.
Tip 2 — Use Multi-Channel Funnels Reports
This report shows you the different traffic sources that led to your website and ultimately conversions. Let’s say you have an online store. Often, visitors to your site don’t convert on the first visit. They may visit multiple times from multiple sources — such as mobile, search engines, social media, ads etc — before finally converting. The Multi-Channel Funnels report can help you learn and assess the multiple sources of traffic and how they ultimately lead to conversions.
3. Study Your Top Conversion Paths
The Top Conversion Paths report can be found within Multi-Channel Funnels. It tells you what event paths taken by your visitors ultimately lead to conversions. This is useful in helping marketers know what conversion paths are the most effective and where there might be need for improvement.
4. Use Google’s Campaign URL Builder
Google Analytics tracks and reports your traffic sources through URLs. If you generate traffic to your website through multiple campaigns, then it’s a good idea to use Google Analytics Campaign URL Builder. This tool helps you generate custom URLs for specific campaigns. This way, when that campaign leads to conversion, you can track the success of that campaign compared to the others.
5. Use a “Thank You” page
A Thank You page can be quite useful for tracking conversions. This helps follows your visitors to this step only after completing a specific conversion. You can create Thank You pages for specific goals that you’ve predetermined. For example, you can set a redirect to a Thank You Page after a purchase or submitting a form. Just ensure that each conversion has it’s dedicated thank you page, so as not to muddle your data.
6. Use site search
If you don’t already have an internal site search feature on your website, do it now! Using Google Analytics to track site searches can give insight into what your visitors want to find.
These were just a few starter tips on tracking and conversion using Google Analytics. We encourage you to take advantage of this powerful tool and build your SEO ready website of Ownwebsite. Start applyting the tips in this post to really boost your sales and marketing efforts for your website.