It’s hard to believe, but some business owners don’t include Google Analytics in their startup marketing – and it’s a scary thought. It’s the equivalent of a student slogging through their learning material, but never taking a test and getting graded. It’s imperative to measure how well your site is performing and if it’s not performing adequately you need to know what you can do to fix it immediately. If you don’t it could mean a loss in revenue. This blog will teach you how to use Google Analytics to your business’ advantage.
Determine your website goals
You can set up goals quite easily with Google Analytics. It provides a great vantage point from which to track your site’s performance. Regardless of the business you find yourself in, Google advises business owners to set up at least two to three goals. Follow this link where Daniel Rowles from Target Internet will take you on a step-by-step journey to set up analytics goals. For ecommerce websites in particular, consider setting up a destination goal. This track’s where someone is on each page leading up to a final purchase. You can identify where your potential buyers are and at what point they are leaving your site before the checkout point.
Why you need dedicated pages to aid your Google Analytics
According to Kissmetricis,“URL destination goals keep track of specific URLs. Each time someone goes to that URL, they trigger the goal.” A good way for online businesses to track leads is to set up lead-generating pages on your website. These include ‘thank-you’ pages after a download such as a brochure, a completed sign-up page for newsletters, or a “request a quote” page. You need a dedicated URL page for each of these instances on your website to ensure it leads somewhere, otherwise it’ll be harder to track your visitors’ movement throughout your website. If you aren’t seeing any results on Google Analytics, it could be because:
- Your “contact-us” page leads to an email and not a dedicated URL;
- The design functionality of a particular page is off. If the design and layout of a “download page” is too confusing, it may prompt visitors to leave and not take the desired action, (for more help on this subject, revisit our blog on how to use call to actions for your startup marketing strategy);
- Your CTAs are too vague and once visitors land on the page they find that it’s not what they were looking for. You need to tell your visitor what to expect should they click through to a landing page. This is an example of a good message match, meaning your CTA matched the end-offer on the landing page;
- Since tracking your “thank-you” pages performance is important to identifying potential lead conversions, you need to ensure that your site doesn’t have pop-up thank messages. It should be a dedicated stand-alone page.
How to better track your particular pages
Once you have dedicated pages, you can use Google Analytics to track your landing page’s performance. Once logged into your account go to the “Content” tab on the far left hand side, then select landing pages. This will give you critical information about your landing pages. For example, say the stats tell you that 150 people landed on the “company brochure” page, but it has an 80% bounce rate. This could be for a number of different reasons, including the ones stipulated above and definitely needs your consideration.
To drill down your landing page information even further, click on any link, such as “company brochure”. Under the blue graph you will see the “secondary dimension” drop down tab. If you click on this tab you will need to select “acquisition”, then “medium” and it will show you exactly where visitors are coming from to get to that particular landing page. Be it from an email, organic search engine result or social referral. Using this drop down tab, there are a number of instances to drill down your data and zone in on what your visitors are doing.
Using the information depicted on Google Analytics, you can begin to fine tune your startup marketing as you go along. However, as Rowles stipulates in the YouTube video mentioned above, you should always consider what the data is telling you. And if you aren’t sure, consult a professional before drastically changing your website.
The quality of your website, mobile friendliness and speed will all have a huge impact on your conversion rate. For a business that sells online, these are important considerations to include in your startup marketing. To improve your success, put your trust in website building software that takes care of all of that for you. Give our website building software a try by using our 30-day trial.