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4 Ways To Get More Out of Google Analytics

Google Analytics gives you access to sales conversion and revenue data, in such detail that it can be intelligently interpreted to establish strategic plans to directly and significantly increase sales. Including:

  • Bounce rates –  that can signify which of your pages need to be improved on
  • Exit pages – showing where people are leaving. For instance, if many are leaving on a specific product page then you’ve got a problem. If they’re leaving after the checkout success, then great.
  • Device being used – when a significant portion of a website’s traffic is from mobile phones and tablets (which is becoming an increasingly likely scenario) it’s having a site that works brilliantly across all devices that’s key.
  • Revenue per keyword – with eCommerce tracking, you can both track how many sales each keyword is driving and know how much each is bringing in terms of revenue.
  • Promotions and campaigns – track revenue, average order size, and other key metrics for each promotional offer or campaign you run.

Estimates suggest that as many as 50 million websites are analysed via Analytics to find out more about visitors, but many users don’t understand the power of the tools on offer. Below, we’ve put together 4 ways to get more out of your Google Analytics.

1. Social Media

Over the past few years, social media sites have pushed their way to the forefront of many eCommerce marketing strategies. Marketing on social media is big business, and tracking the results of your efforts (and in some cases money) is crucial.

Google Analytics will show you which networks your audience is using to engage with your site. Clicking on Traffic Sources > Social > Overview will bring you to a page that displays your social results. It will show what percent of visitors are coming from each social platform, so you can conclude which ones are performing best. Then it’s time to continually tweak what you spend and post, in order to maximise social traffic.

When you’re creating posts for social media, you can include links back to your site that Google Analytics can track, sort, and analyse. When you combine these links with UTM tracking and goals, you get insight into how social media is impacting revenue. Depending on how granular you’d like to get with it, you can set unique UTMs for all of your social media, per channel, or even per update.

To boost sales, use Analytics to:

  • Regularly check which platforms are driving more conversions. Never think of this as a static result. How consumers use certain platforms is constantly evolving, as the technologies and usability in the platforms change.
  • Analyse which sales are the kind of sales that come via social media. Ask, what you can do to broaden your appeal to other products on social (e.g. retargeting via Facebook ads)
  • Start using social for brand advocacy by encouraging your customers to post about your products  – a proven way to generate interest. Do this by, for instance, asking them to share pictures of them using or wearing an item, or do a competition for commenting and reviewing. Measure over time on analytics the quantity and value of these new users.
  • Focus on conversions, not traffic. Never fall into the trap of looking at traffic first. Make sure you focus not only on how much traffic is being generated, but what it’s converting into sales-wise

2. Compare Segments

Without segmentation, all data you see is aggregated. This makes it really hard to draw conclusions. Google Analytics will show you information for all traffic to your store as a default, however, you can drill down and look at some more specific information. Google has predefined some popular segments for you that you can view by clicking on All Sessions at the top of your reports, and selecting a new segment from the drop down at the top of any report.

Once you feel comfortable with this, you may want to consider adding a segment. This just means comparing information from one segment against another. For example, you can try comparing people that made a purchase to people that haven’t made a purchase, to try to understand the difference between these two segments.

To compare segments, click on All Sessions > + Add Segment to add another segment to compare.

To boost sales, use Analytics to:

  • Build strategy around your segments. E.g. you might notice that most of your traffic comes at lunchtime, but if you know it also comes via mobile thanks to segmentation, that can help you build marketing pushes around mobile customers relevant to this time period
  • Change, delete and re-specify segments. You can do this as much as you like: So when you no longer think a segment is useful, just tweak or erase it
  • Focus on exit pages across devices and segments. If there’s a product page that sees many customers leave, check out where, when and what device these customers are using to see if there’s a pattern. For instance, if it’s only happening on Smartphones not desktop, it could be responsivity that’s letting you down

3. Check What Pages Lead to Conversions

It can be useful to determine the specific content or pages on your site that produce the highest conversion rates. For example, which blog posts caused the highest number of visitors to convert or make a purchase. This can then help you plan and create new content.

To use the feature, go to Reporting > Conversions > Goals > Reverse Goal Path. If you see a pattern in which pages or pieces of content lead to more sales, you could then choose to allocate money on pay-per-click (PPC) ads to direct more visitors to that content.

To boost sales, use Analytics to:

  • Compare across product pages and note bounce and exit pages. Do this often, especially after products have been added
  • Do A/B testing regularly to check what layouts drive most conversions
  • Look at the journey customers are taking, you can track this as a funnel, as it’s not always the page the customer has exited from that is the sole problem. Tracking funnels can be useful in flagging any problems on your site
  • Take advantage of ‘goals’, as product purchases shouldn’t be your only measure of success. E.g. downloading content, visiting your blog, clicking on size guides etc. can all be measured alongside conversions

4. Find Where Your Best Audiences Are

You can find the locations report under Demographics in the Audience section. Google Analytics determines locations from a visitor’s IP addresses and where internet service providers assign those ranges.

Location data can be useful for targeting your marketing and advertising and understanding who you are reaching. What level of detail is of interest to you depends on your business: maybe you care about an audience all across the world, maybe in specific countries where you can ship to easily, or maybe only in a handful of cities where you have bricks-and-mortar locations.

To boost sales, use Analytics to:

  • Track where your audience that’s most likely to convert is, and target campaigns specifically there. Use this information to help your location targeting in Adwords and other PPC marketing.
  • Run social media campaigns that are targeted most specifically at your locations that drive the most conversions. For instance, marketing offers in your offline stores, or tie in with local events
  • Focus on locations doing poorly too. If there’s locations that you ship to that aren’t performing, plan for campaigns specific for them to generate interest.