An attractive, optimized and generally well-done website is indispensable in any marketing strategy. Driving traffic to your own website gives you full control over the process, and helps you move your users through the conversion funnel.
In order to optimize your website however, to need as much information as you can get your hands on. Luckily for us, thanks to Google Analytics, you have access to everything you’ve always wanted to know about your website visitors… and even information you would never have thought of asking! With all of this information however, it is all too easy to get lost in the woods and miss out on the big picture.
Which is why I am going to tell you today about 14 ways to use Analytics to improve your website, according to experts from the Forbes Agency Council.
1) Keep an eye on your bounce rate
The bounce rate is one of the most important statistics to optimizing your website. If a large majority of your users are leaving you after only visiting one page, you know you have a problem. But the solution is in your hands! Be sure to review this page and improve it with more effective Calls To Action or more attractive content. Have you tried video marketing yet?
2) Analyze new potential markets
A great way to use Google Analytics that you might not have thought of is to discover new potential markets for your products and services.
If your business operates on a global level or if you are thinking of going international, you can view the number of visitors and conversion rates separately between countries, in order to decide where to focus your efforts.
3) Identify your best content
If you work with content marketing, you will know how hard it is to find what content really hits home with your audience. Meaning that when you do create content like this, you need to know exactly how well it worked and what it was that worked so well, in order to repeat it. Thanks to analytics, it’s easy: all you have to do is look for your pages with most traffic, conversions and results.
4) Use the right attribution model
The attribution model is very easy to overlook or dismiss, but it is very important to have as much information as you can about the most effective channels for conversions.
By default, Google Analytics uses the “Last Interaction” attribution model. If you want to use this to improve your website, try changing it to “First Interaction” and use it to better understand how each channels contributes to your conversion results.
5) Study the Behavior Flow
The Behavior Flow is an incredible help in truly understanding what paths your website visitors follow. Instead of giving you simple numerical statistics, the report shows you graphs regarding the route your visitors take through your website. Like this, you can easily see which pages they interact with most, or which page was the last one they saw before abandoning the website.
6) Analyze trends
Google Analytics’ different metrics are dependent on each other. Sometimes, an infographic that goes viral can increase your bounce rate, or getting positioned in first place for a competitive keyword can decrease the number of pages per session. Rather than focusing on a specific piece of data or moment, you need to have a global vision of your trends over time.
7) Discover the best sources of traffic
Basic, but indispensable: you need to know whether organic traffic or paid traffic is better for your website, and which are the most profitable sources within each of them. This will help you optimize your investment in places and as that actually work.
8) Study the Users Flow
Like the Behavior Flow, the User Flow is another essential metrics for your website. Use it to understand your user’s behavior, their interaction with your website. And what they like and don’t like and use this information to make changes to improve results.
9) Make the most of your pages that attract the most attention
If you study the session duration of your website, you will easily be able to identify the page that attract most user attention. Make the most of this and optimize these pages to improve conversion. It is a very easy way to increase your ROI.
10) Put mobile first
Google Analytics lets you know how much of your traffic comes from desktops or mobile devices. Given the growing importance of mobile traffic, optimizing for mobile is one of the best ways to optimize. If your mobile traffic has a high bounce rate, it means it’s time to make your website more responsive and improve your loading times.
11) Take a look at multi channel attribution
Having aggregated data, Analytics allows us to deepen our understanding of exactly which channels influence our results. Using tools such as Analytics360, you can figure out on which channels your clients begin their journey and position yourself to attract them from the very first moment.
12) Identify important keywords
What keywords do users search for when they find you? And what would you like these to be? If you can manage to make these two answers overlap, you’ll be doing a great job of optimizing your website.
13) Activate Google Search Console
To really know what’s going on with your organic traffic, you need to be using Google Search Console. Far too many webmaster skip this step, whether because they can’t be botheres or simply don’t know - but don’t make this same mistake! Here you will find much more data to analyze, like the performance of different keywords and the results users are shown in their search before clicking on your website.
14) Don’t analyze just one thing
Last but certainly not least, one of my biggest tips, is that there are no magic metrics. If you focus on only one piece of data, you will lose sight of the bigger picture, so be sure to set aside as much time as your need to do your analysis to see how your website behaves.
Did you find this article useful? I would also recommend reading our article on the difference between SEO & SEM, and how to use them together.
By: Marta Canadell