Google Analytics Tips
Google Analytics is an incredibly powerful tool for businesses of all sizes. It allows marketers an in-depth perspective of how people are using a company’s website, which can lead to much broader implications for branding, SEO strategies, Google AdWords strategies and homepage insights.
I recently had a client who was interested in a website redesign. From the outset, it was clear to me that they didn’t fully understand the relationship between marketing and website development. After looking at their webpage analytics, I realised a website redesign would be crucial to their business’s success. Their site was not optimised for mobile, even though 30% of their website visitors came from mobile devices. Armed with this knowledge, we knew what steps to take in creating a website that would result in a better user experience.
1. Bounce Rate
The bounce rate indicates any time a site visitor looks at only one page before leaving the site. If your business’s homepage is experiencing a high bounce rate, it’s important to try to figure out why. It might be that your site isn’t optimised for the mobile or tablet experience, or that you aren’t offering clear calls to action that would encourage people to continue exploring the site. A web tool called Optimizely allows businesses to quickly and easily test homepage elements to try to improve these metrics.
2. Average Visit Duration
Again, if people are coming to your page but not staying on very long, there may be a problem with your landing page experience. However, it may also be that there is a mismatch between the content that is driving people to your site and audience’s actual interests. For example, a “click-bait” headline will succeed in getting more people to your site, but people will leave quickly if the headline isn’t supported by interesting content.
3. Conversion Rate
Conversion rate metrics offer insight into the number people who visit your website, against the number of people who actually “convert.”Conversions typically apply to e-commerce purchases, but can also measure the number of people who sign up for your email blasts or the number of people who book a reservation using the website. If these numbers are low, you may wish to test the effectiveness of various calls to action, play with the visual imagery or experiment with different types of content marketing.