6 ways that you can use Google Analytics to review your website and marketing effectiveness.
Without face-to-face interactions with your customers, an office full of colleagues discussing sales or a shop front with passers-by, it can be hard knowing if your audience are still there, and if they’re still interested in your service or product.
With everyone being forced online to communicate and socialise, reviewing your digital presence and the amount that your audience is engaging with it, is key.
One of the best ways of doing this, is by using Google Analytics on your website to better understand how users may be interacting with it at present.
Here are six ways of using Google Analytics to help you gauge how your customers are consuming (or not consuming) right now.
1 – Acquisition
One of the key things that you can identify in Analytics is how you acquire your web traffic. This means you can see which digital channels (such as social media or Google search) drive traffic to your website. Put simply, this is how you understand how users come to your website. Reviewing acquisition is very useful for knowing if your marketing is working.
Tip: Has a recent social media campaign shown a spike in traffic from social to your website or has your organic search traffic gradually increased since you have started working on SEO? This is a great way of identifying what specific activities are/aren’t working and what your on-going strategy should therefore be.
2 – Behaviour
This is all about how people behave on your website. This data identifies which pages are most visited, how users move around your website and where they leave. This is good for identifying your customer journey and seeing if you need to improve usability at all.
Tip: If a large proportion of your users are leaving your website after coming to the homepage, why could this be? Is your site loading too slow or could you improve the layout to help direct people to where they need to be better? Are there any pages that are more popular now than they were before the pandemic? If so, why and how could you improve and market the information on these pages? Download our Website Checklist to review your site as a whole and identify any areas that you could improve on to enhance your user experience.
3 – Audience
You probably already know who your target audience is usually, but has this changed following recent events? Analytics can help confirm the demographic of your users and identify people you may not have considered or known about before.
Tip: Make sure your demographic tracking is switched on to provide this information as this isn’t automatically enabled when you set up your analytics.
4 – Content
Being able to see what content is gaining the most engagement and traffic is very valuable. What topics you’re discussing, how you’re providing content, and which channels you’re sharing it on, are all measurable. This is particularly helpful in the current climate when your marketing output is likely to have changed somewhat.
Tip: What it is your audience is reacting particularly well to at the moment? Use this information to generate future content regarding topic, tone of voice and presentation.
5 – Conversions
A conversion is something that you would identify as a “result”, which could be someone sending a contact form, signing up to a newsletter or making a purchase. Knowing which channels, campaigns or mediums have the highest conversion rates is extremely useful. Again, recent changes may mean your purchase conversions have decreased, but people are still downloading an eBook from your site. This suggests that your customers are financially unsure or not in a position where they need to purchase your product or service right now, but are still interested in what you have to say.
Tip: Set up goal completions on your analytics for anything you consider a ‘conversion’ or result on your site. You can attribute a cost to each of these too, to better equate ROI.
6 – Measuring, targets and reporting
Being able to easily compare activity on your site between specific timeframes helps show successes and failures. Analytics enables you to measure the successes of campaigns and, therefore, quantify activity. Reports and ROI can also be generated for measuring and presenting results.
Tip: You can create bespoke reports for your business to help better track KPIs and targets through ‘custom reports’ which can be found in the ‘Customization’ tab.