1. 5 Ways to Improve Your Website with Google Analytics
2. Introduction Google Analytics is one of the most valuable free tools available for website owners, providing detailed data about traffic and visitors which can be used to evaluate how your content performs and attracts new visitors. In this post, well look at some of the key metrics Google Analytics provides and show how these can be used to improve your website.
3. Use traffic data to identify underperforming channels Google Analytics acquisition data shows you how much traffic you have acquired from each of the different channels. These are: organic traffic, e.g. visitors who have found you from search engines; direct traffic, e.g. visitors who typed your URL into their browser; referral traffic, those who have clicked on links on other sites; and social traffic, i.e., those who have come from social media platforms. With all this valuable information at your fingertips, it makes it much easier to understand where your websites strengths and weaknesses lie. You might, for example, find that you perform well on search engines but that you need to put more effort into increasing your social media traffic.
4. Find which pages get the most visitors By looking at the Behaviour > Site Content > All Pages data, youll get a ranked list showing which pages get the most visits over your chosen timescale. You can also drill down further by using the secondary dimension tool to discover where the visitors for each page comes from. The importance of this data is that it enables you to get a better understanding of your websites content. For example, if pages are not getting much organic traffic it hints that you might need to look at your SEO or rewrite the content to make it more useful to your visitors. Looking at your most successful content and figuring out why it attracts traffic well, can help you make improvements across your site.
5. How low is your bounce rate? The bounce rate is the term used to describe the percentage of visitors who only visit one page before leaving. Whilst no web page will ever get a 0% bounce rate, some types of pages, such as product pages, are more likely to get high bounce rates. If someone wants something specific, theyll quickly scoot off back to Google if they dont find what theyre looking for. High bounce rates, however, are a cause for concern, especially on your homepage or key landing pages. If this is the case, its an indication that you may need to make improvements to the content or the design in order to get visitors to move to other parts of your website. It could be that your content is not relevant, that the page isnt attractive or easy to read, there may annoying popups, or the page may even load too slowly for the user to hang around.
6. Find issues from analysing session data The pages per session data shows you how many pages the average user visits when they land on your website. Depending on the nature of your site, youll have an idea of how many pages you would like each visitor to see. If youve an eCommerce site or blog, for example, youll want a visitor to visit lots of pages, if your site has only a couple of service pages then, obviously, youll be looking at a smaller figure. The importance of this data is that it will tell you if you are meeting your optimum figure. The time on page data (found in the behaviour section) tells you how much time the average visitor stays on each page. This can be very useful in understanding how well visitors engage with your content and if they actually read all the page. It could indicate boring or badly written content, information being hard to find or something off-putting being mentioned part way through.
7. Use behaviour flow to discover conversion barriers If you run an online business, there will be a sales pathway that you want your customers to take as they go through your website. Using Google Analytics behaviour flow tool, you will be able to see how visitors actually move through your site: where they land, what pages they visit as they move and where they exit the site. Although it is natural to see a drop-off of visitor numbers as they head towards the payment page, one of the biggest benefits of this tool is that it clearly shows where the biggest drop-off points are. Understanding where these are can help you eradicate barriers to sales or other goals. Although it is up to you to determine the cause, the data will tell you if there is an obstacle at that point in the process which prevents users completing the sale. Removing that obstacle is a clear way to improve your conversion rates.
8. Conclusion Google Analytics is a fantastic tool for helping businesses improve their websites. Its not designed to give all the answers, but it does provide an insight into where traffic comes from and how visitors behave when on-site. From this, you can understand what is working well and learn which areas need to be improved upon.