Monitor the performamnce of your web site with Google Analytics
How can you find out whether people are actually visiting your website?
Imagine if all the customers in a high street store wore invisibility cloaks. You would only know they were there if they took products off the shelves. Google Analytics “uncloaks” your website visitors and tells you where they go, how long they spend and where they leave. With this information you can make changes to makes sure as many as possible leave via the checkout.
Google Analytics is a free online tool that monitors the behaviour of people visiting your site. It can show you:-
• Which pages are visited the most and least.
• Where customers enter the website, via the homepage or an inner page
• Where potential customers leave the site.
• What are the most popular pages on the site?
• How many pages are read by each visitors on average and how much time they spend on the website in one go?
• Where the visitors come from - Links, Google AdWords or search engines or direct?
• Number of unique and returning visitors.
• Whether they are following the sales path you devised when you built your site?
• And much more
New functions are being added to Google Analytics all the time. It is our job to utilise those on your behalf if they can help us to make your site more effective.
If you understand the results from Google Analytics it is a great tool for optimisation purposes. The immediacy of working online means you can make changes to your site one day and see the impact on your visitors’ behaviour straight away.
Measurement of Other Internet Marketing Strategies like Google adwords, E-mail and Banner Campaigns
Google Analytics allows you to measure the effectiveness of many internet campaigns, such as Google AdWords Campaigns, e-mail shot or banner campaign. Google Analytics is indispensable because it identifies which campaign has generated the traffic to your site
This allows you to measure:
• The impact of the various campaigns - How many visitors are they bringing and are they the right kind of visitors i.e. ones who go on to purchase or donate?
• Which campaigns work best - measured against your key goals. Low volume, high conversion may be better than high volume low conversion - Google Analytics can crunch the numbers.
• The behaviour of the "campaign visitors" in relation to other visitors (do they buy more, do they look at more pages, or spend more time on the website?) .
• What does it cost to acquire new members or customers through a campaign?
• And much more.
Monitor the effectiveness of E-Commerce facilities on your site
Could you be getting more sales from your online shop? Are people browsing without buying?
The use of e-commerce measurement and tracking also allows you to follow sales processes on your website. Google Analytics helps answer the following questions:
• What generates the most sales?
• What generates the most email enquiries?
• What keywords are generating the highest revenue?
• What contribution do referring websites and search engines make to sales?
• How have my orders changed over time?
• How many visits are there to the website before a user becomes a customer?
• Is there a particular part of the online shop where people are leaving before purchasing? This can lead to finding bugs in the system e.g. buttons not working or a review of your sales messages or product descriptions.
Likewise, Google Analytics gives us the opportunity to narrow our focus onto each stage of a particular process, like:
• a purchase
• a subscription
• a booking
This focused analysis highlights areas where adjustments are needed. In addition you can immediately see the impact of any changes made.
The Ultimate Results
You get the most benefit out of Google Analytics, where the results are used to measure the success of the website. That success might be defined as more profit, more donations, more credibility leading to bigger and better known clients. Web Adept is a certified Google Analytics Authorised Consultant and can, not only install Google Analytics, but also interpret the results for you and recommend actions based on those results.
Call one of our Internet Consultants to find out about using Google Analytics for your site. Phone now 44 (0)1437 72 00 33
