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SMALL BUSINESS GUIDE TO GOOGLE ANALYTICS

Above in text as requested for my blogs:

YOUR SMALL BUSINESS GUIDE TO GOOGLE ANALYTICS

Google Analytics is a powerful tool that allows you to drill deep into every interaction the outside world has with your website. You can use it to discover who your visitors are and what they like doing, then adjust your site to optimize its performance.

It may seem complicated at first, but with out tips and some practice, you’ll soon be a Google Analytics master.

WHY USE GOOGLE ANALYTICS?

Google Analytics can help you answer a vast range of questions you’ve been meaning to ask about the performance of your website – and perhaps a few you hadn’t even thought about.

About the users that visit your site

How many users visit your site?

From which device do they access your site?

Which browser do your visitors use?

What are the demographics of your site visitors?

About the sites that send traffic to your site

Which sites refer the most traffic and conversions to your site?

Which social media channel refers the most traffic?

How successful are your paid advertising campaigns?

What keywords find you the most traffic?

About the different pages inside your site

How long do visitors spend on each page?

What pages are most popular?

Which pages do visitors navigate away from without exploring the site further?

How effective are your landing pages?

About the actions that visitors take on your site

How long do they stay on your site?

How many pages do they visit?

How do your visitors behave on your site?

How many users fill out contact forms or leave information?

SETTING UP YOUR ACC

In just a few easy steps, you can set up a Google Analytics account and get started.

  1. Go to the Google Analytics homepage, analytics.google.com.
  2. Sign in to Google Analytics. Create a new username, or use another active Google account login such as Gmail, Google Drive or YouTube.
  3. Enter your website details, including its name and URL.
  4. Add your Analytics tracking code to your site. This can be done in your website’s content management system.
  5. Add other users – like your web developer or SEO manager – to your Google Analytics account in the “User Management” section.

PRO TIP

WordPress offers free plugins like Google Analytics for WordPress, which automatically adds the code to the pages you select.

UNDERSTANDING GOOGLE ANALYTICS HOME

From user demographics to goals and AdWord campaigns, the Analytics home page offers valuable insights into how your website is performing.

1.Analytics Home

Users: Number of visitors to your site in the last 7 days.

Sessions: A session is the entirety of activities a visitor undertakes while active on your site.

Bounce Rate: How many users arrive on a page and leave the site without visiting any other page.

Session Duration: The average length of time spent on the site.

2.Real-time user data

The number of active users on your site, page views per minute and your most active pages in real time.

3.How do you acquire users?

The source from which visitors access your site, such as social media, paid ads, organic search, etc.

4.Where are your users?

The countries and locations where your visitors are based.

5.What pages do your users visit?

The pages with the most visits within the designated period.

6.Active user trends.

The number of daily, weekly or monthly active users plotted on a graph.

7.What are your top devices?

The percentage breakdown of devices used to access your site.

8.How well do you retain users?

Analysis into your number of return visitors.

9.How are you performing against your goals?

An overview into your goal completion, value and conversion rate.

10.How are your AdWords campaigns performing?

A snapshot of how your paid search campaigns are performing in clicks and revenue.

FINDING YOUR SITES WEAKNESS

1.FIND OUT YOUR NON-PERFORMING PAGES

Having content that isn’t working will clutter up your site and make it more difficult to navigate.

HOW TO

Go to your Google Analytics Dashboard.

PRO TIP

Add underperforming pages together or remove them to streamline your website.

2.FIND OUT THE DEVICES YOUR VISITORS ARE ACCESSING FROM

This allows you to optimize your website for the devices your visitors are using.

HOW TO

Visit your Google Analytics Dashboard.

PRO TIP Use a device emulator, such as User Agent Switcher, to see how your site looks on different devices.

3.MEASURE HOW MUCH TRAFFIC YOU GAIN FROM SOCIAL MEDIA CHANNELS

Identifying your most successful social media channel for referrals helps you to focus your actions to where they deliver the most value.

HOW TO

1.Select Acquisition on the dashboard, then All Traffic.

2.Choose Channels, then Source/Medium.

PRO TIP

Keep social media messages short, but arouse curiosity so followers click-through to your content.

4.IDENTIFY THE PAGE(S) THAT USERS ARE BOUNCING FROM

A “bounce” happens when a user arrives on a page but leaves the site without visiting any others.

High-bounce pages negatively affect your chances of converting customers.

HOW TO

1.Select Content on the Analytics Dashboard.

2.Choose Site Content, then All Pages.

PRO TIP

If it takes 8 seconds for a visitor to decide to stay or leave your website. Create fast-loading and visually appealing landing pages that encourage further engagement with your site.

FINDING OUT WHAT VISITORS ARE DOING ON YOUR SITE

1.DETERMINE YOUR RETURN VISITOR RATE

Returning visitors accessed your site once and found enough value in it to come back a second time.

HOW TO

1.Select Audience on the Analytics Dashboard.

2.Choose Behaviour, then New vs Returning.

PRO TIP

Offer a discount on their next purchase or keep visitors informed about sales on items they were interested in to entice them to return.

2.FIND OUT WHERE PEOPLE ABANDON THE ORDER PROCESS

Knowing where users bounce from can give you an idea of which stage in the order process most visitors decide not to proceed.

HOW TO

1.Set up a goal funnel. In the View column, clock Goals.

2.Create a new goal with the Goal Type of URL Destination.

3.Check the Use Funnel box to enter each of the URLs that correspond to the steps a visitor must take when purchasing an item.

4.Go through the report for a detailed breakdown of how far along the funnel visitors are getting and where they are falling off.

PRO TIP

Add an “Are you sure you want to exit?” pop-up on the order process pages to keep visitors on the page.

3. LEARN WHAT PATHWAY VISITORS TAKE THROUGH YOUR SITE

Google Analytics’ Users Flow option shows you a user’s journey through your site, from source to exit.

HOW TO

1.Select Reports on the Analytics Dashboard.

2.Choose Audience, then User Flow.

PRO TIP

Measure the relative volume of page views coming from a specific social media channel or AdWords campaign by selecting that metric.

SETTING GOALS FOR YOUR SITE

1.HOW TO SET A NEW GOAL

STEP 1 Go to the Admin button at the bottom left of the screen.

STEP 2 Under View, click the Goals section.

STEP 3 Click +New Goal.

STEP 4 Choose from three options, use a goal template, create custom goals, create Smart Goals.

2.CREATE A GOAL TO TRACK CONVERSIONS

Using the goal templates, you can follow the specific conversions you’re seeking, like an account being created, an order placed or a share on social media.

TRY THIS

Create a goal-specific page that opens after a visitor completes a specific action, such as a ‘thank you’ page. The number of times the ‘thank you’ page is visited will indicate your conversions.

3.FIND OUT IF PAGE VIEW DURATION IS MEETING YOUR EXPECTATIONS

Setting a minimum value for user engagement, such as average duration on a particular page, will allow Google Analytics to determine how different types of content are performing.

GOOD TO KNOW

Google’s timestamp to measure session duration only works when a user moves to another page on the site. If they exit the site completely, the time for that page is not recorded.

By leveraging the information that Google Analytics records about your visitors and their activities, you can turn your website into a powerful tool for growing your business. Whether it’s understanding how visitors access your site, how long they stay or what part of your sales funnel is letting you down, harnessing the power of Google Analytics is vital for making the most of your online presence.

 

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