Google Analytics is an incredibly robust marketing tool that tends to be underused by both business owners and marketers. The tool is completely free with an account and gives users access to invaluable information about their website.
Aside from tracking the number of visitors your pages receive and where they came from, Google Analytics comes loaded with advanced features that provide key insight on areas that can be improved. The following takes a look at powerful features that you should start using in your business.
1. Acquisition Overview
Whether your business is investing in SEO, social media or PPC, you need to track your marketing efforts. Acquisition Overview is a new feature that was recently implemented in Google Analytics. This feature is accessible by logging into your account and clicking Overview beneath Acquisition.
This section includes detailed information such as:
- User engagement
- Average visit duration
- Goal completions
- Conversion rates
- Traffic sources
If you want to compare how certain traffic sources such as from email or search marketing campaigns. This section is extremely valuable as it shows more detailed information about your pages.
2. Audience Demographics
How well do you know your audience? How about the people visiting your website? Under the Audience tab, you can view a detailed overview of a general representation of your audience including:
This information is valuable as it gives you a better idea of who your audience is. The data will definitely come in handy when writing copy for your website or when creating advertisements for PPC campaigns. This feature is rarely used but is absolutely beneficial.
A conversion is the completion of a desired activity on your website whether it is buying a product or filling out a form for a free download. Using the Goals section under Conversions allow you to easily input and track objectives for your pages.
Being able to see the conversion rates for your main pages allows you to see how well they are performing. If conversions are hovering at just 1% (or 1 out of every 100 visitors), this might mean that your pages are not properly optimized for your visitors or the offer is simply not relevant.
But you would otherwise not know this unless you track your goals.
Now that you have goals set up on your pages, how do you go about improving conversions? With Experiments. This section can be accessed under the Behavior tab. All you need to do is enter the URL of the page that you want to experiment with. This can be your home page or a product page.
You will then need to design variations of that page and split the traffic to the original and the new page.
Consider experimenting with the:
This is known as A/B split testing. The page that has the better conversion stays and you can continue repeating the process to maximise conversion rates.
Google Analytics comes with powerful features that rarely get used. Simply tracking conversions and creating experiments can significantly increase your profits for your business.