How Google Analytics Can Improve Website Traffic?
Google Analytics can be a great tool to measure traffic for any and all websites that you own. However, the copious amounts of information it provides can be a bit daunting if you are unfamiliar with the interface, or if you simply don’t understand all the website monitoring lingo that Google Analytics uses. In order to simplify things, we will outline four important metrics that will help you understand traffic on your website(s).
1. Reduce the Bounce Rate
Much like it sounds, bounce rate is the rate at which users ‘bounce’ off your site. What this means is that users are leaving your site after only viewing one page. The reasons behind a high bounce rate can vary, but typically you can assume that your landing page isn’t quite up to snuff. Maybe it lacks a clear call to action, or an attractive user interface. Whatever the case may be, if your bounce rate is high, it’s time to ask yourself questions like: How can I entice users to search deeper into my website and ultimately purchase my goods or services? What would keep me interested? and How can I better communicate to the customer exactly how my business can help them? Do I need to examine keywords to better reach my target audience. A few tips:
- Consider a site redesign or SEO (keyword) makeover
- Only give/exchange links on relevant sites that can truly benefit your users, or links that direct users deeper within your site
- Avoid flooding your landing page with too many links – even if they are relevant, too many links can cause users to question the credibility of your site.
- Focus on the quality of the traffic you are getting rather than quantity.
2. Track and Understand Conversions
Conversion is one of the primary goals of an Internet marketer; it occurs when visitors perform a measurable ‘action of interest’ on your site. This could include a sale or lead, content download, affiliate advertising click, account/email/newsletter sign-up, or spending a specified amount of time on your site.
In order to track conversion rates, you will need to set goals that Google Analytics will be able to measure. For example, if you wanted to measure visitor engagement by how much time a visitor spends on your site, Google will allow you to set a ‘visitor duration’ goal (e.g., 2 minutes). If you need help with this, OC Marketing Analytics has Google Analytics Training and Google Analytics Consulting services to point you in the right direction.
3. Segment by Traffic Sources
In order to reach your target audience, it is important to know how they are finding your site. Did they type your company name in a search engine? Were they referred by another site? These are key pieces of information which allow you to devote your resources towards the most fruitful means of increasing traffic.
How can you use this information? If, for example, your social media efforts are driving more traffic than your Google Adwords campaign, maybe your time and money would be better spent on improving your Facebook and Twitter presence. After all, why place more importance on PPC advertisements if they are not your biggest driver of traffic? (assuming, of course that PPC messaging is relevant)
4. Balance Unique and Returning Visits
When your website is first starting out, new visits are a wonderful encouragement and overall, just a great thing to see. Repeat visits will likely be trailing far behind the number of unique visits because users simply haven’t had a chance to familiarize themselves with your site.
As time goes by, however, try to get these unique and repeat view numbers to even out. Gaining repeat visits means that you are substantially engaging your audience and giving them a reason to come back and hopefully contribute to your site in some way, whether it be making a purchase, commenting on your blog, or meeting one of the measurable goals you set in your Google Analytics profile(s).
This is by no means a comprehensive list, but these four metrics will be very helpful when beginning to monitor your website. If you can master these, you have the foundation for a plan to reach out to your target market and direct more traffic to your site.