So far in my blog posts, I have discussed two different ways a business can utilize today’s technology in order to effectively reach its target market. The first was by creating a business blog, the second was by creating an effective website. But how do you know you are being effective in these endeavors? One way to answer this question is to use Google Analytics.
Google Analytics is a web analytics service offered by Google. It can help you see how many people have viewed your site, what they read or did on your site, how they found your site, and how long they stayed. Google Analytics is also free and offers many other research tools. Using this service can help you better understand your website viewers.
Understanding your website viewers is important if you wish to measure your effectiveness, grow your business, or improve features of your website or how your website reaches your target market. Google Analytics allows you to pull reports based on questions you might have about your website audience or to help you look for areas of improvement.
According to E-Nor.com, 51% of Fortune 500 Companies Use Google Analytics. There is a reason that so many companies are taking advantage of this service. To learn more about Google Analytics, I looked at a blog post by Kiss Metrics. This blog gave a brief overview of nine benefits of Google Analytics. I have already mentioned a few of them, but here are all nine benefits mentioned in the article.
1. See your most important analytics data first
Add important data to your dashboard so it shows up in one place every time you log in. You can even change the date range in your dashboard if you want an overview of stats for traffic or completed goals.
2. Find out which online campaigns bring the most traffic and conversions
You can create advanced segments to figure out which action is the most successful at bringing traffic and conversions to your website. With the right segments, you can learn what is bringing you the highest return on your website investment.
3. Determine where your best visitors are located
Google Analytics can track where your website visitors are coming from.If you click on locations from the visitors menu, you can see location stats from around the world. This will also include average time on your website and the rate of visitors from each country.
4. Learn what people are searching for on your site
This service allows you to track the searches that occur on your site.
5. Visualize what people click on the most
By using In-Page Analytics under the Content menu, you can view what parts of your site are the most popular. This is useful in understanding where to put useful information so that the highest amount of people will view it.
6. Uncover your top content
You can easily uncover what page has the lowest bounce rate or that keeps visitors the longest.
7. Identify your worst performing pages
Remember what I said about measuring website effectiveness? Using analytics allows you to see what is working and what is not. This will allow you to evaluate weaker areas of you website.
8. Determine where people abandon the shopping cart
If you use your website for transactions, it is important for you to be able to see if something goes wrong in the process. This advantage of Google Analytics enables you to make this process as smooth as possible by eliminating area that are not helping your customer.
9. Discover if you need a mobile site
You can see all the way down to the percentage of your total visits that are from a mobile device to discover if maybe your website needs to become mobile.
Google has many successful case studies for its analytics services, but the one I would like to feature today is the American Cancer Society. This organization uses several websites and apps in order to accept donations, provide information on cancer treatment, and offer volunteer opportunities.
By using Google Analytics, the American Cancer Society was able to categorize its website viewers based on their goal of using the website. Then they gave website viewers scores for recency, engagement, conversion, and revenue. By scoring website viewers, the organization was able to monitor the health of the website and to dig deeper when something unusual came up.
Ashleigh Bunn, director of digital analytics for the American Cancer Society, stated, ““The insights we’ve gained from Google Analytics and working with Search Discovery continue to influence the Society business decisions for the positive. Not only are our marketing decisions well informed, but our digital content is driven by user experience and engagement. We’re looking forward with enthusiasm and optimism.”
The results from using Google Analytics were colossal. The organization saw a 5.4% jump in revenue each year following and significantly increased website traffic.
There are many more benefits to using analytics than what is listed in this blog. I encourage you to do your own research and discover how this free service can impact your business and help you use data you are already collecting.
Even if you are a consumer and not a business, understanding how analytics works can improve your communication with businesses as a consumer and impact our competitive business world for the better.