Google Analytics is an extremely powerful tool… if you know how to use it.
Once you’ve set up the Google Analytics tracking code on your website, you’ll find so many different metrics you can use to monitor and improve the SEO of your website, content marketing, Google Ads and PPC campaigns; it can be overwhelming.
But you don’t need to look at every single data point.
You only need to focus on the metrics that really matter to your business. The metrics and reports that help to identify the marketing and growth opportunities.
You might be missing out on ways to drive more conversions and boost the ROI of your marketing campaigns.
That’s why we put together 10 ways every ecommerce business (and anyone who wants to increase leads and online visibility) can make the most out of this free platform and attract new customers.
1. Social Media Acquisition
With over 45% of the world’s population using at least one social media platform, social has become an essential component of every marketing strategy. How to reach new audiences and engage potential customers at every core.
But conversions are what matters, and you need to see how well your individual social channels are at bringing in sales and helping you grow.
This can help you determine where to focus your efforts and what types of content should go where in order to achieve the best result.
Your Google Analytics code allows you to keep track of all of your social media traffic through the Social report. Click on the Acquisition tab in the left-hand menu, the Social tab in the drop-down menu, and then look for Network Referrals.
From here, you can see how much traffic each of your social channels is attracting, and also how many of those users convert into paying customers.
The Google Analytics Social Media report brings together all of your social traffic data into an intuitive dashboard so you can see exactly how your social media content and paid activities affect your traffic growth and conversions. Take clues on where to focus your marketing efforts from here. This should keep your audience growing in the right direction.
2. Mobile Conversion Rate
More and more people are using their mobile devices to research and purchase products online. It’s crucial that you understand how mobile users interact with your website. A bad mobile experience can make a customer 52% less likely to engage with a company. From poorly displayed content to awkward menus, there are plenty of things that can frustrate a mobile visitor.
You can see how mobile users interact with your website by clicking on the Audience tab and looking for Mobile, and then Overview.
Pay close attention to your mobile conversion rate and your desktop conversion rate.
If your conversion rate is much higher on desktop, that highlights that you are missing out on conversions and sales from mobile devices and that you need to focus on improving the experience for mobile users. Take a deeper dive into the design of your site and figure out how you can elevate the user experience for mobile users.
3. High Conversion & Assist Pages
Some of your SEO optimised web pages attract heaps of traffic from Google and search engines but don’t directly result in large numbers of conversions.
You can see which pages are driving conversions and sales by using the Google Analytics Reverse Goal Path located under Conversions and Goals in the left-hand side menu.
Once you’ve navigated to the report, choose which goal you want to view, and you’ll be presented with the individual webpages that users visit before converting.
These pages are the final step of the journey before a user clicked onto the landing page or product page that resulted in a conversion.
Product pages and landing pages are the deal closers, but these assist pages play a vital role in attracting traffic and nudging along a visitor to make a purchase.
Once you know which assist pages are doing the heavy lifting and priming your visitors for conversion, you can start to adjust your funnel to direct users to the content of these pages.
4. Goal Reporting
Sales – or however you measure your conversions – are the metrics that really matter to your business and marketing strategy.
Creating goals in Google Analytics enables you to keep track of your conversions and determine which marketing channels are performing best.
You want to be able to identify which channels are offering the best ROI, which channels aren’t delivering results, and which channels offer opportunities for growth.
Set up a Goal by navigating to the Admin section and clicking on Goals in the drop-down menu.
A goal can be a product purchase, an email sign up, or any other action that you want to track.
For example, you can set the URL of your Email Subscriber Thank You page as a destination goal and the tracking code will record every time a new visitor signs up.
After setting up your goal, you can navigate back to the Conversions tab and look at your Goal Completions to see which channels are producing the most conversions of your goal. This information is vital for determining which of your marketing channels is offering the best ROI and identifying opportunities for growth.
5. Lifetime Value Reporting
Tracking your goal conversions is important, but it’s not always the best way to judge performance. For example, let’s say that you are running two PPC campaigns and generate the following results:
- Campaign 1: 20 Conversions at the cost of $200.
- Campaign 2: 10 Conversions at the cost of $200.
At a glance, you would assume that Campaign 1 is producing better results and allocate more budget to that campaign.
However, if you looked at the Lifetime Value report, you might find the performance of each campaign is something like this:
- Campaign 1: 20 Customers Spending $100 each.
- Campaign 2: 10 Customers Spending $400 each.
You need to look at the Google Analytics Lifetime Value report to get a comprehensive view of your performance.
Click on the Audience tab in the left-hand menu, and then Lifetime Value.
The Lifetime Value report will give you a much more precise overview of your channels and help you to make informed decisions to boost the ROI of your campaigns.
6. Behavior Flow Reporting
The majority of your website visitors won’t convert immediately, no matter how great your content is. Chances are that they will take their time and navigate around your site to check out what you’ve got to offer first.
You want to be able to see this journey of your website visitor and make it as smooth as possible to increase the chances of conversion.
The Google Analytics Behaviour Flow report shows you how users interact with your website. You can find it under the Behaviour tab on the left-hand side menu.
Once you’ve located the report, you can switch between traffic sources to see how website traffic behaves according to its source. It’s also a good way to see where most people are bouncing from.
Using this information, you can help people to navigate through your website by adding CTA buttons into your content to encourage users to take the next step. You can also identify where people are leaving your website and work on those pages to increase engagement and conversions.
7. Top Referral Websites
To boost your sales, you need to increase the amount of targeted web traffic that you send to your website.
Google Analytics enables you to see the websites that are sending you traffic. Click on the Acquisition tab, then All Traffic, and look for Referrals.
This analytics report helps you to identify which websites are your top sources of traffic. You can use this information to increase your exposure on those sites and decrease exposure on sites that, according to the Analytics, aren’t performing as well.
Once you’ve identified the website sending you decent amounts of relevant traffic, reach out to the webmaster and offer an exchange, perhaps a free product in exchange for a review, or offer to write some content for a guest blog post to increase your exposure, boost your SEO to get found on Google, and drive more traffic to your website.
8. Checkout Behavior Reporting
There’s an 80% chance that your website visitor will abandon their cart before they complete a purchase.
The checkout process is vital to the success of any online store. You need to be able to see what’s happening as a visitor makes their way through the checkout, and make the process as smooth as possible.
From your Google Analytics account, click on the Conversions tab in the left-hand menu, then Ecommerce, and look for Checkout Behaviour.
With this information, you can identify which stages of the checkout process are causing visitors to abandon their cart.
For example, you might find that you see a high abandonment rate when users are asked to sign in or create an account to complete a purchase.
If that’s the case, consider creating a guest check out option so that a website visitor can skip that stage and complete their purchase.
9. Site Search
Adding site search to your website not only helps shoppers to find products to buy, but it can also provide vital information on what your visitors are interested in.
First, you need to enable site search tracking on Google Analytics.
You can find site search by navigating Analytics to the Admin section, clicking View Settings, and looking for Site Search Settings.
Click to enable search tracking and navigate to the Behavior tab in the menu on the left-hand side. Look for Site Search in the drop-down menu, and then Search Terms.
You’ll now be able to see all the terms visitors have used to search your website. You can use this information from Google Analytics to inform your content marketing and PPC campaigns.
If you are receiving significant search volume in a particular category, you could increase the number of relevant products you offer.
10. Geo targetting
Last, but certainly not least: location, location, location!!
Figuring out what countries are most interested in your brand can help you crystallize where to spend the majority of your energy.
Google Analytics can give you exactly the overview you need. You can access this information via the audience drop-down on your menu.
It can also help you figure out where not to promote it.
For example, if you’re seeing a healthy click-through rate from certain regions, but also a high bounce rate, you can choose to exclude them from your promotional marketing efforts.
Knowing where you’re most likely to attract paying customers is crucial information. Adjust your strategy accordingly!
There you have it! Once you know what you’re looking for and where to find it, you don’t have to wade through pages of data to identify the information that is vital to the success of your online store.
Reports and insights are just some of the bounty of useful information you can glean from using Google Analytics. It’s a valuable resource with loads of tidbits to help you equip your business to be as successful as possible.
With this information, you can attract new customers, increase the ROI of your campaigns, and drive more sales.
Questions? Comments? Want help setting this all up properly to get the optimal data? Drop us a line – we’d love to hear from you.