What is Google Analytics and how to use it properly, advanced segments and funnels.
How to get the most out of Google Analytics
Google Analytics tells you what is important about your site, what it doesn’t tell you is how to use this data.
Most of the people that use Analytics will have a basic understanding of what it is trying to tell them, they know how many visits their site received, the average page views and the bounce rate. To be really able to understand the data you need to know what it is telling you. Knowing how to interpolate the data means that you can make a more informed decision.
Many site owners are now beginning to realise that it is not necessarily the amount of traffic the site receives but the actions that the traffic takes once they get to their site and more and more of us are now looking to Analytics for these answers. The question is what answers should we be looking for.
What is classed as a conversion will differ from site to site and when it comes to Analytics it doesn’t really matter what the conversion is as long as you are keeping that visitor on your site. The first step is to define what page on your site will signify that a visitor has completed a conversion.
When designing a site many of will have a clear idea of what path each of our visitors should take in the lead up to completing our designated goals, in realty you will find that very few of our visitors with take the paths that we want them to. For this reason it is wise to work your way back from the completed goals. The easiest way to do this is be designing funnels.
Designing funnels around your goals will give you a much clearer picture of which pages where viewed before a goal was completed, not only will it tell you which pages helped to convince your traffic to complete a goal, a funnel will also tell you where visitors dropped out or left the site. Finding these pages and fixing them will help to increase your conversion in the long run and ultimately make your site more profitable.
If you are finding that you amount of conversions that you are trying to reverse engineer are just to many or that you are getting lost in the data, then use Google Segmentation tool to break your data down into smaller pieces that should be more manageable. Doing this will also help to give you a better idea of the type of traffic that converts the best, what keywords they have used to get to your site, and what pages they found most interesting.
A sites success should no longer be based on the amount of traffic it receives but on the amount of converting customers it can generate. As the web matures more and more companies now rely on the leads and sales that are generated by its website the focus needs to move away from increasing traffic to increasing the amounts of converting customers. By understanding Google Analytics you can begin to understand how your traffic interacts with your site and what sections of your site has persuaded them to take the actions they did. Once you know this its then up to plan what you should do with this data.