Developers, business owners, and bloggers use Google Analytics to track traffic, sales, and engagement on their website. These people use the data they receive to develop smart new marketing strategies and make changes to existing content and campaigns.
There are tons of ways that you can use the information in your Google Analytics account to grow your business. To help you get more value from this data, we’re going to show you several different ways you can strengthen your brand by using information that is readily available to you.
Before we begin, it’s worth noting that you will get the most benefit from this information if you have a website that has moderate traffic and low to fair sales. If you haven’t completed your first sale, that’s fine. This information will help you plan for the future and get the most out of your first big campaign.
Optimize your checkout page.
After a customer has placed your products in the shopping cart, they must check them out in order to complete the order. This is where a glitch has usually occurred in this part of the sales funnel. We know this because companies see an average cart abandonment rate of 69.57%.
Cart abandonment occurs when someone leaves the cart without completing their order, even if they have a packed cart. The main reason people abandon their shopping cart is because of the price of the items they added at checkout. That being said, many potential customers will leave your checkout form if it is long or complicated.
You can use your Google Analytics account to find out when consumers are leaving during the ordering process. You can determine exactly where they are leaving by adding a multi-step form to your website. Believe it or not, multi-step forms have a conversion rate of 300% compared to checking out individual pages.
The reason for this trend is because consumers can see the progress of their purchase, which gives them confidence as they navigate the checkout page. If you find that a lot of people are bouncing off your checkout page at a certain part, you know you need to improve that section.
It will take time to get to grips with your checkout page. However, if you look at the analysis consistently, you can gradually improve your sales while lowering your cart abandonment rate.
Track your partners’ progress.
Affiliates and influencers are two groups of people who will help you grow your business. Both of them mainly promote your product to their audience for a commission on every sale. The catch is you need to understand the results that each person or group brings to the table.
Imagine working with five YouTube influencers and it turns out that 95% of all inbound traffic came from just one of the influencers. If you don’t check your analytics, you could be wasting money paying for services that don’t make a positive difference to your business.
It’s always a little daunting to see that one of your investments didn’t produce the results you were hoping for. However, it is better to educate yourself about such issues before they become a serious problem. You will also see better results from your best influencers as you track their progress and look for ways to promote your latest product or service.
Use Google Analytics to see how much traffic is coming from each influencer or partner. It’s also worth researching how much of that traffic has been converted into sales. You don’t want to make harsh judgment just to find out that someone with the least traffic actually makes the most sales.
We know that influencer marketing works. After all, 130 million people click on Instagram shopping ads every month. These internet personalities are also extremely popular on Facebook, Twitter, and YouTube. However, understanding your results from influencer and affiliate marketing is crucial for this strategy to work for your business.
Find out your traffic sources.
While we dive into tracking results, let’s dig into identifying your traffic sources. We already explained the importance of tracking how people find your website with influencers. The truth is, this metric can help you outside of your social media traffic.
For example, you can see if your email newsletters are getting more conversions. Likewise, you can check whether your posts on partner websites are attracting new audiences. Depending on how you’re promoting your business, you might see a long list of traffic sources.
Your goal is to find out where people are with your website and focus your resources on that platform. Connecting with your target audience is the hardest part of building a brand new business. If you can figure out how visitors land on your website, there are steps you can take to improve their experience.
At the same time, you should look at underused traffic sources and think about ways to get new people to your website. Consider adding promotions, new content, and interactive posts to these platforms for even more growth.
Learn from your best sides.
Each website has a list of blog posts that are performing better than others. You can say the same thing for sales pages, lead magnets, and virtually every aspect of a company website. However, the power of a blog that can lead to a 126% increase in prospects and what you can learn from analyzing content interactions with Google Analytics cannot be denied.
There are several different strategies you can use to look at your best sides. You could work on improving your top performing content. For example, do you have a blog post that is getting more traffic than the rest of your website but doesn’t have an offer on the page?
Now is your chance to include an irresistible offer and killer call to action on this page. You can then track conversions on this page to see if the increase in traffic is translating into sales and subscriptions. If you don’t see that much commitment to your call to action, you can try dividing it up to see if you get different results. The point is, you probably wouldn’t see this opportunity if you didn’t review your analysis.
Another option is to use what you learn from your best pages to optimize new and existing content. If you find that a topic is consistently getting more traffic on your blog, you can plan on creating unique content around that topic in the future.
We looked at four marketing opportunities you can discover with Google Analytics. Make sure you get the maximum benefit from your data by regularly tracking and updating your statistics. Marketing decisions are difficult to make when you don’t have a base.
Spend some time each week keeping track of the stats that are important to your business and thinking how to repeat that success or start something completely new. Before long, you will begin to notice patterns in all of the information you document.
Use the templates as a framework for your future marketing campaigns and you will find that your engagement and traffic keep increasing. Take your time and gradually improve the quality of your traffic sources, content, checkout pages, and everything in between.