8 ways to get more out of your google analytics dataBy Thomas Fjordside
Knowing how many visits/pageviews you have or how much traffic Google is sending your way, is a good way to measure your online marketing effort, but there’s a bunch of good opportunities to make your site better and finding new ways to go with your content in Google Analytics that, sadly, is overlooked by many people who have installed GA on their sites. Here’s 8 ways that could give you a better understanding of your visitors and their needs. And they do not require any customization of your GA account.
1. Identifying where you lose your visitors
Find it in Google Analytics under: Content – top exit pages – comparison % exit or exits
This can be an eye opener. You might realize that you are losing visitors by not providing a call to action on the right page or not giving them a way to “read more”.
2. Finding pages that don’t match visitor intent
Find it in Google Analytics under: Traffic sources – keywords keyword and landing page
Find out where it is you are failing to provide the content your visitors want. Google is a machine, and it can’t always understand the intent of visitors although it’s better at it than most machines.
3. Finding topics for future articles and blog posts
Find it in Google Analytics under: Content – Site Search or Content – Top Content – Containing Filter
This is very similar to the one above, finding the places where people come to you site to find something and doesn’t find it. Here you can also use your internal searches to see what people are looking for. If you have your site search set up in GA you can use that to find new content ideas. Or use the “Containing” filter to find your search pages
4. Find your most valuable referrers to specific pages
Find it in Google Analytics under: content – top content – use the pivot feature – showing pageviews and bounce rate.
Find out if you are getting really high converting traffic from one source to one specific page. This will help you find great opportunities for partnerships or maybe give you a better idea of where you should spent your marketing budget. It’s also a great way to find new sources of traffic, so you have to rely on search engines of traffic.
5. Find out if people are sharing your content offline
Find it in Google Analytics under: Traffic sources – direct traffic – landing page – visitor type
I have a small food recipe site, and I found that my content is actually getting shared offline(and online) . Analysing your direct visits can be a real eye opener. These new visitors could come to your site in any number of ways. Bookmarks, copied a link in an email, maybe even from a printout of your page that somebody shared with them.
6. Finding out if your site is good on mobile phones and how they behave
Find it in Google Analytics under: Visitor – mobile – mobile devices – bounce rate
Are your site getting visits from cellphones? And here you can go see how they are behaving on the site, and if they are just bouncing off. If they are just bouncing your website might be hard to navigate on a cellphone. Test it out and you can then look for ways to improve the experience.
7. See if your visitors are bouncing because they can’t see your content
Find it in Google Analytics under: Visitors – Browser capabilities – Java support – Landing page and Visitors – Browser capabilities – Flash versions – Landing page
See if your visitors are bouncing because they can’t see that fancy graph or that nice flash animation that you are promoting. Webmasters notoriously overestimate the technical level of their users, me included. Make sure you are not loosing out by being too fancy with your pages.
8. Find out what your return visitors are coming back for
Find it in Google Analytics under: Content – new vs. returning – landing page
Knowing your pillar content or flagship content is important to understand as this is the content people are refering back to, craving and sharing with other people. Find out what users like and provide more of it. Your visitors might like your video tutorial. If they do, do another tutorial, make a Q and A video or start a how to section on how to use your product.
That was 8 ways to get more information out of google analytics, and the great thing is, these are actionable thing. You can with small changes start to see results immediately. Please provide other easy ways to use google analytics that you love.