Google Analytics is a powerful tool that gives you deeper insight of your website. Most website owners will simply look at traffic volume to their pages or even view the source of where those visits came. But Google Analytics offers a number of features that allow you to:
- Test new landing pages
- Track and optimise for conversions
- Identify social signals
- Integrate with AdWords
These are highly advanced features that can deepen your understanding of your web traffic and even improve conversions. If you are only using Analytics to track traffic, you are potentially missing out on valuable information that can drive more sales for your business.
The following are two Google Analytics features you should start using.
You ultimately want your website to produce result. A conversion occurs when a visitor performs a desired action on your website. This can include:
- Buying a product
- Downloading a white paper
- Signing up for a free trial
- Filling out a form
- Playing a video
- Sharing content on social media
Your goals depend on what your business objectives are. But these are metrics that must be tracked. They allow you to track the number of conversions your pages has and which marketing campaigns produce the best results. To get started, click on Conversions, then Goals and Overview.
This information is valuable and allows you to track the objectives that are important for your business.
Tracking conversions and actually optimising them are two completely different things. Regardless if your objective is to sell more products or increase sign ups, conversions can always be improved. One way to do this is by creating variations of a landing page and testing the results.
This is known as A/B split testing.
And you can do it within Analytis. Under Behavior, click Experiments.
To get started, simply enter in the URL you want to optimise. This can be a homepage, product page or even a Thank You page after a sale is made. The process entails measuring a metric to track and calculating how much traffic to experiment with. Then a completely new page with a variation needs to be created.
Consider experimenting with:
- Call to actions
There are numerous other aspects of a page that can be optimised but these are a good place to start. Once the variation page is made, a code needs to be installed on the page. Then you can be able to track how the two pages compare with each other.
If the variation results in a higher conversions, you have a winner on your hands. If not, it’s back to the drawing board. These two features are worth examining in more detail as they can be used to drive more conversions for our business.