Want to increase conversions and ROI? Analyzing site traffic data will help you understand how users are behaving on your website. Here are a few simple steps that'll give you the knowledge, insights, and confidence needed to optimize conversion rates through Google Analytics!
Digital marketing is all about understanding and knowing your audience. Google Analytics has the power to give you a great number of insights into your users, their journey through your website, how they interact with content on it, or where they came from before landing there. Understanding exactly what motivates them will help you create better strategies for future conversions.
Dimensions and metrics that Google Analytics tracks:
The Google Analytics reports can be extremely informative. They provide insight into what content is most interesting and which pages are visited the least, enabling you to better optimize your site for users' needs.
Let's quickly discuss them all!
Navigate to find: Google analytics > Behavior > Behavior flow
Behavior flow captures aggregate users’ journey through your website.
Here’s a visual representation of it:
Such a flow can provide you with an idea on how to strategically place your CTAs and interlinks so that your users follow the journey you set for them.
The Behavior Flow Report provides insights into user behavior, such as
- Personalized journey for people who come from Twitter, LinkedIn, and Facebook, etc.
- How different operating systems used by visitors on your website influence their behavior.
- Success of a particular campaign with a complete insights and basic details.
Navigate to: Google analytics > Audience > User Explorer
While the Behavior Flow shows you the aggregate user journeys, User Explorer shows the individual user's journey.
Here’s a visual representation of it:
Here, you can see the number of sessions for each user. You can also view individual sessions to see what pages a visitor viewed, events or goals that triggered, etc.
It’s basically a cumulative story of how the visitors who visited your website navigated through it.
Navigate to: Google analytics > Audience > Audiences
On the "Audience" tab, you can view your user’s data from a variety of angles including demographic, geographic, and many more segments. But you must have to be clear about what you’re looking for to avoid getting overwhelmed.
To do so, you first need to create an "audience" under Admin > Audience Definitions.
These can be people who visited particular pages of your website or those who added a product to their cart but did not finish the transaction. These are also the same audiences that you can use with Google Ads later!
Navigate to: Acquisition > All traffic > Channels
This is one of the most popular report. It shows sources your users came from, such as organic traffic, referrals, and traffic from social media.
You will also see that a portion of the traffic is marked as Direct. A small percentage of this direct traffic comes from returning users who know your website and type it in their browser, but most are just "black boxes with no clear origin or source code to determine why this person came to visit your site"
💡 When you set up campaign tracking, always make sure to choose the right medium that is tracked with UTM parameters so that you don’t have your traffic attributed to “Other"
You can build your UTM parameters with the help of a campaign URL builder.
Where to find: In metrics such as Landing Pages, or Traffic Sources, etc.
It means that only one page is hit during the page visited by any user.
Many people think having a high bounce rate is inherently bad. but it doesn't always mean bad. For instance, if someone visits one page before converting it's still a win! Let me give you an example: Someone searches for your company's contact information and lands on the Contact Page. They find your phone number in seconds, call you up to order $200 worth of services from you - Google Analytics will report this session as 100% bounced because there were no other engagement hits (average duration was 0) but you earn a lot so it's your win.
Landing and exit pages
Navigate to: Behavior > Site content > Landing page/Exit page
Landing pages show you where people landed first on your website and exit pages show where users left.
It's important to pinpoint where your visitors are arriving, and what they're doing before coming or leaving. This can help you understand how users interact with your content!
Goals help you notify and indicate, when your website visitors finish a specific action.
There are a few different goal types available in Google Analytics:
- Destination: For example, a user visited your email subscription' Thank You page.
- Duration: it is an interesting number that shows how long the individual and the average user lasts on your site. For example, average user spent more than 3 minutes on your website.
- Pages per session: It can be calculated by dividing the total seconds of all sessions, by the number of sessions. For example, a user viewed at least 4 pages during a single session.
- Event: Events are actions, performed by a visitor to your website, and you can set them as event goals . For example, when a user clicks a button.
Some examples of events, includes:
- Button clicks.
- Form fills.
- Outbound link clicks.
- Scroll depth.
The first three-goal types can be added without additional configuration, but the last type – Event goals – is trickier because you need an underlying event for it.
Knowing how people behave when they’re on your website and how their journey looks, will help you better understand what actually moves the needle for your unique audience.
You can use these insights to improve your site conversions, make informed decisions, run informed marketing campaigns and maximize ROI while targeting a valuable customer base with this knowledge.
In case of any further assistance feel free to contact me at [email protected]
Related Topic: The Definitive List of Google SEO Tools!