Who hasn’t dream to bring high-quality traffic to their site in an easy way?
Like everything in marketing, there is no holy grail when achieving these goals. To accomplish your goals, you will need lots of hard work, analysis and more work to maintain good traffic figures on your site. However, what we know for sure is that Google Analytics can help us in many of these tasks. In fact, the easy interface that this tool offer to its users allows a wide range of benefits when using it properly.
Google Analytics is our best ally to implement all those goals while we improve our site. Thanks to this tool, we will get a wide range of data that we can use to increase organic traffic and rank better within the SERP. We know how challenging this process can be; therefore I will offer here ten insights to make the most of Google Analytics and to optimise your web traffic.
Analyse the engagement of the page within mobile and desktop
Nowadays, the percentage of users that navigate across the Internet using mobile phones and smartphones has experienced a huge increase. This trend has made mobile-friendliness a top priority, offering the best possible experience to its users. On the other hand, desktop users are also a very important part within your target audience, so keep in mind both sector, as they are equally important. With Google Analytics, you can analyse both your mobile traffic and your desktop traffic. In this section of GA, you will see some interesting data, such as new users, sessions, conversions, etc.
Boost your organic search performance
Have a high rank in the SERP is our top priority. This is not easy of course, as Google algorithm is a black box that is constantly changing. Even though, we can use GA to get some information to help us in our organic searches. How can we perform this? Using the option consults on the tool, which will offer us those searches, that gives us more traffic. You will need to associate your Search Console account to obtain these data: acquisition > Search Console > Consults. At this point, you will be able to analyse impressions, CTRs and our position within the search. You can also identify the worst positioned keywords and work on their optimization.
Make the most of KPI and other metrics
Another great feature of Google Analytics is the range of metrics it uses to offer you data based on your performance. A KPI is an indicator that is used to monitor, analyse, and optimise how online users behave within the Internet. Those metrics will help you out to focus in your marketing efforts. It is possible to develop reports by including all kinds of KPIs but which are the most appropriate ones? There is no single answer, the metrics and KPIs are linked to the objectives you determine: visibility, more sales, etc. therefore, it would be easier to identify the right KPIs for your website if your goals are clearly defined. However, you must keep an eye on:
- Number of visits. The total number of visitors you got.
- Session duration. For how long visitors stay on your site.
- Proportion of new vs. recurring visitors: this is, GA cookies will determine if a user has visited your site before or if they are a new visitor.
- Bounce rate. This will show the percentage of visitors that leave your page after visiting only the first page.
- Traffic. How users interact with your pages, the number of organic users.
- Conversion rate. Here you can have access to the conversion rate for your goals and determine how many transactions took place within a given period.
Optimize and improve routes through your website
Not every page on your site will perform at the same level. To have your site functioning accurately requires a paramount web design and good planning. Overall, your homepage should be the page that has the most traffic. GA would be very helpful here, as if you check on the Navigation Summary tab you will know where the traffic comes from and those top pages on your site. Tis information Is valuable as if we know how users navigate through the pages, we could optimize the capture of leads on the pages with the highest traffic.
Analyse new potential markets
Talking on a different note, a good way to use Google Analytics that you might not have
thought of is to discover new potential markets for your products and services. Thanks to this option, you will be able to see the number of visitors and conversion rates separately between countries, to decide where do you want to put your efforts.
Analyse search queries on the site
Find out what visitors are looking for when they visit your website through your search bar. This will also allow you to discover the number of people that are searching. If a large number of people are using the bar, this indicates that the main navigation of your site needs to be improved, to give users the best idea of where the different categories are. Then, try behaviour > site search > search terms.
Remarketing with Google Adwords
Another top tip you should consider is to synchronise your Google Analytics and your Google Adwords account. This way, your campaigns will be configured with conversion goals. This option allows you to carry out campaigns for those users who have visited your website but have not finished their action. Therefore, if you activate the Demographics and Interest Reports you will be able to obtain more specific data about the users who visit your website (age, gender and other metrics), so you will be able to better target your segments.
Reports of your campaigns on Social Networks
Another great feature of Google Analytics is the ability to report and monitor your campaigns on social media sites. The tool enables you to know the referred traffic, from where your users arrive, and what social media channel brings more traffic to your site. You have no excuse now to make the most of your digital channels.
Increase the conversion rate by improving the bounce rate
In one knish, the bounce rate is a metric that measures the percentage of users who visit your site but do not do click on anywhere. This is, the user “bounces” when he hasn’t interacted with your page, ending in a single visit. The lower the bounce rate is, the more probabilities of interactions there would be in the future. To make this happen, just click on Behaviour > Site > content > Landing pages. You will find different bounce rates for each of your pages there.
In conclusion, now that the Coronavirus crisis has shaken all sectors across the world, having a bespoke online presence seems essential. Even before the pandemic started, having a proper digital marketing strategy was extremely competitive, but now all marketers must think of new ways to stand out of the crowd. A good option is to optimise your website using Google Analytics, one of the best tools to create brand awareness and increase traffic. It is not easy to accomplish all of our digital goals, but you must keep in mind that keep trying is the basis for success.