10 Ways To Use Google Analytics To Improve Your Business

In this article, we look at 10 ways to use Google Analytics to improve your business. In short, Google Analytics gives you detailed daily, weekly, monthly reports on how your site is performing, so you can better understand what strategies are working best for your business.

Using Google Analytics can help you make sense of all your data and data intelligence is a superpower for any organisation large or small. You’ll not only be able to save time by tracking important business metrics like user activity, geography and key referral sources, you are also able to track revenue all in the one place, thanks to the free Google Analytics tool.

The platform allows you to get access to that valuable data immediately. A powerful interface that lets you, the user sort, analyse and understand that information in a way that's easy to understand- so you can take immediate action.

Google Analytics will provide you with more information than ever, did I mention it's free? As a business owner or marketer, the platform will help you to make informed decisions about your marketing strategies and web pages. The data includes site activity, traffic sources, devices used by visitors, and conversions. 

If you are not maximising the power of your Google Analytics, you will find below 10 ways you can use analytics to improve your business. As well as Google Analytics, other business tools such as online shopping carts, social media management software and other native social media insights can also give you all kinds of useful data and analytics. 

Decrease Bounce Rate

Within Google Analytics you can find out your 'bounce rate' and start to evaluate your traffic sources. Bounce rate is the percentage of users who leave your website without interacting with it or browsing any further. It's important to reduce it as, the lower your bounce rate, the more likely your website is engaged in the user experience, getting to know more about you. More importantly, your customer is getting closer to taking an action with you. 

Improve Your Session Duration

You can view the average session duration of users when you use Google Analytics for your business website. Session duration is another helpful analytic tool as, much like a high bounce rate, a low average session duration means viewers are less likely to buy something. 

To explain a session duration, it is a metric that measures the average length of sessions on your website.

A single user can open multiple sessions. Those sessions can occur on the same day, or over several days, weeks, or months. As soon as one session ends, there is then an opportunity to start a new session. According to Google Analytics there are two methods by which a session ends:

  • Time-based expiration:
    • After 30 minutes of inactivity
    • At midnight
  • Campaign change:
    • If a user arrives via one campaign, leaves, and then comes back via a different campaign.

Increasing the length of content is one of the best ways to improve the average session duration. Building out your content to extend your blog or how-to guide, or any other type of article you produce to a one to two thousand word piece of valuable content will give the greater reason for your visitor to extend their session on your website. Embedding videos to complement your content and product descriptions is another excellent way to encourage and incentivise users to spend more time reading and watching content on your website.

Get Serious About Your Content and SEO

If you're serious about increasing your website's traffic and revenue, your search engine optimisation (SEO) will need to be top-notch. One way you can boost your SEO is by, you guessed it, using analytical tools such as Google Analytics. It tells you the most common search terms people use to find your site and which pages are performing the best, allowing you to produce targeted content to improve the performance of your website.

Because the goal is to rank as high as possible in search engine results for terms and phrases related to your business making more impactful SEO content counts.

When potential customers search online to find products or services like yours, you want to make sure your site is the first, or among the first, search results displayed. Factor in the growing importance of online reviews, social media activity and other factors, content marketing is a key part of your SEO strategy that can be guided by your Google Analytics.

Opportunity for You to Target New Markets

As you measure the performance and improve over your website over time, Google Analytics provides you with the website insights to help extend your reach to new markets.

With analytics, you can determine what is selling well, yo who and in which countries. You are also able to see, country by country, what people are looking for when they visit your site.

You can use your analytics data to dedicate your products, services, and even your marketing to new demographics. For instance, you're selling male jewellery products but find out that your traffic is predominately female visitors. In this instance, you could make Search Engine Optimised blogs with titles like "The Best Jewellery Gifts For Men". Alternatively, you can even launch a new product range for females. 

Get Clear About Your Popular Products

Google Analytics, can be really helpful in determining your most popular products.

To find out which products are the biggest sellers, browse to your online shopping cart platform's analytics page. One of the greatest tells will be how quickly your biggest-selling products sell out during each season. If you have multiple popular products, Google Analytics can show you which pages they are bought on and what keywords customers used to find you.

With Google Analytics, you get an overview of what your customers are doing on your website. This information can help you by showing you:

  • Which products are being visited most frequently
  • Where customers have difficulties on your site
  • Which marketing attempts have been successful
  • Explore trends to see how products or products categories perform over a period of time.

Analytics not only allows you to know your customers better, but it can act as a lesson to help you sell more products. The more customer-specific the information is, the easier it is for you to narrow down your focus and find out what exactly people want. With information regarding customer habits or preferences, you can create products, services and experiences that make the most logical sense for them.

Review the Effectiveness of Your Marketing

With Google Analytics, you can find out where people are visiting your website from, how they are getting there, which pages are popular and much more. If you are trying a new marketing strategy or campaign yourself, look through your analytics before and after to see what part of the campaign worked. Additionally, you can determine if the campaign even reached your target audience in the first place.

What if you're having a hard time getting that new marketing campaign to really move the needle?

Analytics can tell you how many people visit your site from a particular promotional page— and how long they stayed once they got there.

Using Google Analytics you can get a general idea of how effective your marketing strategies and campaigns are. It's easy to learn more about your website's traffic and where visitors come from. With this information, you can make changes to improve your marketing efforts.

Make Sure if Your Website is Optimised for Mobile

Google Analytics is a good starting point to help you understand how your customers are discovering, accessing and engaging with your site. 

With more users accessing the internet from a mobile device, it becomes ever more important for businesses to create a website with a mobile version. Mobile websites can be reached on most smartphones and tablets these days. They tend to be quicker to load and display, making them more responsive to customers with slower internet connections than traditional home computers.

If you are not sure enter your website in the Goggle Mobile-Friendly tool for confirmation that your website is responsive.

Why optimise my website for mobile?

Optimising your website for mobile users will ensure that your site appears the way you want it to, and also helps increase your search engine rankings. Using smartphone data, you can find out if users are using certain features or bouncing off. You will then be able to observe the user interaction and make changes to improve it.

No matter what you do with your website, take a step back and consider the user. Rather than trying to convert browsers to buyers at any cost, ask yourself if your website makes it easy for a customer to find the information they're looking for. From there take the necessary steps to see how easy it is for the customer to complete a purchase.

Reduce Costs and Increase Revenue

Analytics can help you gain insights into the performance of your business. Understanding how well your website is performing as well as how you are performing financially will help you plan better. Especially if you work with software like Xero and MYOB you can focus on the financial numbers that are important to your business, so you can take action on what really matters.

Using the information you have collected about your business expenses, determine what can be reduced or eliminated. You might find that you can cut down on maintenance costs by simply deactivating that service or reducing advertising to one channel instead of multiple channels.

Ultimately, Google Analytics real-time data will help you reduce costs by figuring out which marketing strategies are working best for your business. Then you can invest less in the ones that do not.

Implement Effective Call to Action Triggers

A Call to Action (CTA) is a command or action that a marketer asks the consumer to take, either from a phone number, website, mail piece or even word of mouth. It is essential to have a call to action when marketing your product or service. 

What is a Call to Action?

A call to action is a specific phrase or button that prompt visitors to take an action. Whether it is filling out a form, clicking through to another page, buying something or just generally scrolling down the page, many successful websites use CTA's well.

Do you have strong calls to action and if you do are they working for you? 

A strong CTA can be a deciding factor in whether someone becomes a customer or simply hits the back button. Google Analytics can help determine whether your CTAs are working.

For example, if a blog has a high bounce rate, you can improve the CTA or even move it further up the page. You can also find out which blogs are the most successful at converting people into customers and use them as examples.

Set Clear and Achievable Goals for Your Business

Setting goals for your business with the Google Analytics goal setting tool is a great way to start making informed decisions with your data. By using Google Analytics you can learn lots of information about your users and how they interact with your content. You might find out for example, that if you include more pictures on your site visitors will stay longer, or if you use social media to promote content, it gets more impressions.

Google Analytics offers many goal-based reports to help you identify where you need to improve in your marketing campaigns. You can then work on improving these areas, thereby helping your business set goals and reach its full potential.

In Summary 

Google Analytics can help drive better marketing decisions, sales and business intelligence. This free website analytical data at your fingertips has the power to provide key information about your website traffic and how it fits into your overall digital strategy. 

It's flexible, scalable and simple to implement. With data accessible from a central place, you can take advantage of key insights that will help you change to improve the effectiveness of your marketing efforts. This way you can better understand where your site visitors come from, what they do on your site and how you can continually optimise for better results.

If you will like to delve deeper into the use of Google Analytics be sure to check out our online self-paced course, Measuring Your Effectiveness with Google Analytics.

Despina Karatzias
Despina is a passionate digital marketer, social media maestro and tourism professional. She is a Certified Trainer, Tourism Hub Podcast host, qualified business coach, author and digital marketing professional with twenty years’ experience in the tourism industry. Despina is the very proud Chief Navigator of leading digital education platform for small business Navii Digital and Tourism Tribe. Outside of the training room, Despina loves planning adventures and above everything spending time with her family. Despina is a passionate advocate for growing small business through shared experiences because every business has a very special gift, YOU!

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