Small businesses need to get help anywhere they can. If you have a website, one tool that can certainly help you keep your small business in the black is Google Analytics. According to estimates, anywhere from 30 to 50 million website owners use Google Analytics. Google Analytics is the most used analytics service on the internet for a reason. It’s easy to use and can provide you with plenty of valuable intelligence that can help you plot the course forward for your company.
With that in mind, here are some tips that can really help you harness the power of Google Analytics.
1. Session Duration
One thing you want to check when using Google Analytics is average session duration. This is the amount of time on average that visitors spend on your company’s website. Obviously, a longer duration is better. It means the user is engaging more with the content on the website. That user would then be more likely to purchase your products or services. If the duration is less than a minute, you may have a problem.
2. Bounce Rate
The bounce rate is an important data point that tells you how many visitors are leaving your site from the same page that was used to enter it. Having a high bounce rate is certainly an issue. Those people will never be converted into paying customers.
There could be a number of reasons why your bounce rate is high. They may have clicked on an ad leading to your website on accident. Alternatively, they may be frustrated with the confusing layout or navigation on the page. According to Rocket Fuel, you should be aiming for a bounce rate of 26 to 40 percent.
3. Exit Pages
Examining the exit pages in Google Analytics can also give you valuable intel. Exit pages are the pages that a visitor views before leaving the website entirely. Each exit page in Google Analytics has an exit rate that tells you how often users leave from that page. If the exit pages with the highest exit rates are the confirmation pages for making purchases, you’re in good shape. If they are some other page that users should not be leaving from so frequently, you could have an issue.
4. Historical Visitor Data
One of the things you will first see when loading Google Analytics is the date ranges for activity on your website. This can be valuable information to have. It is especially useful for making comparisons between different time periods. For example, you may find that your business website gets far more traffic in August than it does earlier in the summer.
You should also keep track of the location of visitors. Where they are coming from can tell you a lot about your customers and what demographics are most interested in your products and services. It is information you need to know for marketing purposes.
For example, you may discover that many of your visitors have IP addresses originating from Mexico. If that’s the case, you may want to offer Spanish translations on your site as well as spanish captioning for any videos you have. It will help make it easier for those users to navigate through your website and hopefully make a purchase.
Another useful option in Google Analytics is to view and analyze your visitors as “segments.” Placing users into groups can allow you to contrast and compare to figure out how those groups act differently when using your website. There are a number of different segments you could compare. For example, you could contrast how mobile users use your website versus what desktop users do.
Google Analytics is a very useful tool for small business owners. It can help give you the information you need to make adjustments to insure that you are getting the most out of your company website. With some work, you should be able to use this kind of data to increase sales, user engagement and other important metrics.
Lee Flynn is from the Wasatch Mountains near Salt Lake City, UT. After Lee spent years preparing himself, his home and his family, he decided he had to do more. In his free time, Lee helps educate those who want to do the same. Through small local workshops and articles, Lee trains and teaches others on home preparation, food storage techniques, wilderness survival and self reliance. After obtaining a bachelors degree from the University of Utah, Lee moved to the Salt Lake Valley where he now lives with his wife and daughter.
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