About Google Analytics – Part 2

How do I know if my website is really converting visitors into leads?

In order to measure website performance effectively, goal tracking needs to be implemented in addition to the default implementation of Google Analytics. Goals are set up from within the Google Analytics account according to your website and business needs.

A goal refers to any action taken by a website visitor that is deemed valuable.

Examples of website goals includes:

  • Filling in an online enquiry form
  • Subscribing to a newsletter
  • Completing an online purchase
  • Clicking through to the contact page
  • Spending a certain amount of time on the website (e.g. 5 minutes or longer)
  • Viewing a certain number of pages (e.g. 4 pages or more)
  • Downloading a product brochure or application form
  • Clicking a video play button

This video gives a good explanation:

Once goals have been defined and the setup is complete, Google Analytics will start measuring the number of goal completions by visitors on your website.

How can Google Analytics help me improve my website?

Google Analytics allows you to segment reporting data according to specific website goals and other important indicators. This allows you to answer questions like:

  • What is the total goal conversion rate for visitors who arrived on the website via the Google search engine? How does this compare to visitors from the Google Adwords campaign?
  • How many visitors from the Google Adwords campaign clicked through to the contact page? How does this compare to Google organic (non-paid) search visitors?
  • Which keyword phrases (used in by search engine visitors) are most / least likely to result in a goal completion?
  • Which traffic source (e.g. Google search, newsletter, direct visit etc.) is most / least likely to result in a goal completion?
  • Has the overall goal conversion rate for visitors from the Google Adwords campaign improved over time? How does the current month compare to the previous month?
  • Which landing pages (i.e. the page on which a visitor enters the website) are most / least likely to result in a goal completion?
  • Are desktop visitors more likely to complete the enquiry form than mobile visitors?
  • Are Google Adwords visitors from a specific region or city more / less likely to stay on the website?

It is possible to delve even deeper, segment your data further, apply filters and include more metrics. However it is clear that answering the above questions will already help to point you in the right direction and identify opportunities.

Tips & Suggestions:

If your Adwords campaign is already performing well, you may wish to increase your advertising budget. If you find that a search phrase converts well on you website but only appears on position 12 in Google’s search result, you may put in a greater effort to optimise for that phrase and improve its ranking. If you discover that mobile visitors hardly ever complete a website form, you may want to check that the form displays correctly on mobile browsers. If you find that visitors from a certain region are less likely to convert, you may decide to exclude this region from your Adwords campaign.

When used correctly, Google Analytics will not only tell you what is happening on your website, it could also help you improve your website performance, optimise online advertising campaigns, save costs and help you make informed business decisions.

Let us help you utilise Google Analystics to move your business to a different level! Contact us today.

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