A Glance Into Google Analytics

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.

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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.

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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.

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Designing Your Website Strategy

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Now, more than ever, our consumer-driven market is full of technology, innovation, and lots and lots of content. Like I discussed in my previous blog post, you and your company can utilize this by building a business blog. Another important way to utilize this phenomenon is by creating and maintaining a website.

Having a business website is extremely important. An article by Kaz Design Works claims that over 80% of today’s consumers use the internet to research products before they purchase. Even if you are not selling a product, having a reputable website will significantly increase your credibility as a business and can save you time and money.

Knowing that you need a website is one thing, but knowing the right way to make one is another. Absolute Marketing Group recently published an article that gives you 5 simple tips for website strategy.

Tip number 1 is that your website should cater to your users. Having easy navigation is one of the most important aspects of building your website because it is one of the main reasons website viewers leave. When designing your website, it is important to remember the website is for them, not you. Website viewers should be able to find what they need quickly.

Tip number 2 is to use consistent visual branding. These visuals include colors, images, icons, etc… Not only should these things be consistent with your attempt to reach your target market, but they should accurately and effectively represent you and your company. A great, real-life example of using effective and consistent visual branding is the firm BKD LLP. When viewing the page, you will see only the brand’s colors. No matter where you click, the firm’s logo is displayed on the tab, as well as their slogan, “Experience BKD.”

Tip number 3 is to create concise content. BKD does an excellent job of this by keeping the wording on the company’s website short and appealing to the eye. By navigating through the different links, the website audience can quickly find answers to a multitude of questions. The content and graphics of this site guide the website audience through the different pages.

Tip number 4 is that your site should help pursue your business goals. What does our business do? What would you like to inform your audience of? Supporting the goals and objectives of your business should be at the forefront of website development. Exam the shot below of BKD’s homepage. Their purpose can be interpreted right away as one to communicate professionalism, to demonstrate knowledge, and to educate their web viewers on what the firm can provide.

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Tip number 5 is to develop ideal features to work towards. Technology has given us endless possibilities, so determine what would fit best with your website and target market and work towards it. Websites can always be adapted and improved.

In conclusion, having a professional website is extremely advantageous for your business. There is an endless supply of possibilities to improve your website and online presence. So try new features and represent your brand. Cater your website to your businesses style and culture, but most of all, cater it to your audience.

 

If you liked this you might also like:

Plan and Prepare Your Website Content

Tips For Smooth Website Content

 

Tips for Business Blogging

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It is becoming the social norm for many businesses and organizations to create and maintain their own blog. It is proven that businesses with a blog gain more customers than those that do not. Not only do blogs give businesses a voice, which helps consumers feel connected to the business as an entity; but blogs work in the reverse as well. Blogs give consumers a vehicle to communicate to businesses, which can be a great advantage to marketing research.

In a recent article I read by Entrepreneur.com, several important tips are given for creating a successful blog. These six steps are vital if you want to stay competitive in today’s constantly changing marketing environment. Keeping your eyes focused on your target market and reflecting that in marketing endeavors can make or break a business.

When I think of a company with a great blog, I immediately think of Pioneer Woman. Not only does this company display a broad depth of knowledge of their target market, but they accurately target this market and cater every aspect of their blog to that market. This blog follows every step listed in Entrepreneur’s article to a T.

The blog is also extremely easy to use and navigate. There’s no getting lost in endless paths to find something. There is a menu up at the top, several links and connection options at the bottom, as well as advertisement for Pioneer Woman’s partners. The blog’s look, overall content and design is professional and intriguing to the audience.

The blog for this company is updated regularly, and posts content that is both relevant and useful to Pioneer Woman’s target market. My favorite feature is the blog’s “Helpful How-To’s” section. If nothing else, this section provides a reason for even non-Pioneer Woman consumers to visit and return to the blog.

Another advantage of this blog is the colorful and vibrant media. Pictures of food and Pioneer Woman products are repeatedly laid out for blog readers to easily see. The photo quality instantly appeals to webpage visitors. Below is a snap I captured of the company’s website. Here you can see a perfect example of how Pioneer Woman tailors even the smallest detail such as font towards their target market.

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In summary, creating and maintaining a blog can be a big advantage for companies today and it can be started with a few simple steps. There are many great examples of successful blogs and companies with a significant online presence. By studying these examples and your own target market, your blogs can be used to connect with consumers and improve your business’ competitive strategy.

Additional Resources:

Why Your Business Needs a Blog

Why Blog?

Why You Should Start Blogging

 

 

About Me

I am a marketer with a passion for creativity and interaction with others, both of which are evident in my day-to-day work performance. I love to take on new tasks and to learn about the business environment I participate in. Any opportunity I find to grow as a professional or to aid others is an opportunity I cherish. Some of my strengths include a quick-to-learn inclination, self-direction, integrity, written and verbal communication skills, and organizational skills.