How do you measure the success of your website and campaigns? Is it by the amount of traffic? Or qualified leads? General visitor data? How you examine and act on the metrics of your website and campaigns is crucial to the success of your company. Keeping track of your visitors is imperative if you are to grow and expand your reach. However, how you track them ultimately depends on your end goals. In this blog, we want to focus on the key areas of Google Analytics that we think are essential if your end goal is increasing your qualified leads. There are other key areas for different end goals, but for now, we want to focus on this component.
It's not all about numbers. The number of visitors coming to your site or overall page views is not an accurate representation of success. Consider: How many of those users stayed for a significant amount of time? Were you what they had in mind when they searched a term in a search engine? If you find that people are leaving as fast as they are arriving, then you probably have a high bounce rate. This is never a positive thing.
To monitor things such as bounce rate, average time on pages, entrances, % exit, and unique page views, go to Content > Site Content > Content Drilldown in your Google Analytics account. This will give you the breakdown of what pages are producing leads and which are failing to do so. If you find the average time on the page is low, entrances are high, and bounce rate is high, then that's a good indicator that something needs to change on that page.
To see this data in Google Analytics, simply go to: Audience > Technology > Browser & OS.
Many websites do not support old browsers (and even modern ones), depending on when and how they were created. It's important to understand what browsers users are utilizing when they come to your site. If you know the browser being used and the issues associated with it, you'll have an easier time fixing the bugs in the browsers you want to support.
Google enables you to see the following data about your users, including:
Web Browser and Version
Flash or Java Version
All of these statistics can help you find pain points.
Making sure you understand visitor flow is pertinent to ensuring a positive user experience. You can access this by going to: Audience > Visitors Flow.
This information shows you the flow of how a typical user navigates your site. With this information, you can evaluate ways to change the flow for an easier experience, or you can plan for future pages and the potential routes you want users to take. This is important because you always want to make sure that the user can easily move through the Buyer's Journey.
The great thing about Google Analytics is that you can pinpoint what you are doing right, and what you may be doing wrong that can be fixed. As we said earlier, finding bounce pages is essential to figuring out why people are exiting your site. These can be found in: Content > Site Content > Exit Pages.
Blogs and news pages are the more common bounce pages. Maybe someone came to that page purely to read the blog and didn't want to explore more. That's expected. These aren't really the pages you want to focus on fixing. The pages you do want to fix are your homepage and any landing pages. If there is a high exit rate, then something needs to change.
As you are undoubtedly aware, mobile traffic is increasing. Understanding what your users are using to access your site can help you further optimize for your specific audience. To view these statistics, go to: Audience > Mobile > Devices.
Google Analytics enables you to access information such as Device Info, average page views, average time on the page, etc. If you are unfamiliar with a device, Google will give you a preview of that device so that you can easily access information regarding that particular device.
If your website is mobile responsive or works with retina screens, you are likely to see a higher number of visitors returning on mobile devices.
The more you understand about your audience and how users are navigating your site, the more you can optimize and improve. As you optimize and improve, you will begin to notice maybe a decrease in traffic but an increase in qualified leads. Traffic isn't everything. In fact, it's worth nothing if you aren't getting anything except traffic. Your goal needs to be the constant improvement of your site if you want to see a constant increase in leads. If you don't see leads, it's time for a change!