Even if you get decent traffic on your business website each month — it is meaningless if you have no insight on how your website is performing or who your customers are.
In addition to tracking your website, Google Analytics provides key insights into how your website fares against similar websites and what you can do to improve conversions.
One can track everything – from total traffic on a website to where it is coming from – with the web analytics service.
Interpret Past Data
You can use Google Analytics data to compare time periods and assess how traffic for a website fluctuates over time.
By comparing periods, you can gather user information and predict future patterns. And as a small business, your main priority should be saving time — that’s exactly what Google Analytics does for you.
By interpreting prior data, you can also avoid past mistakes and tweak marketing campaigns to bring in more revenue for your business.
Visitors — New And Old
In layman’s terms, a user is a unique visitor on your website, while a session is the number of times someone visits your page.
Small businesses often struggle to bring in new visitors. So it is consequential that they operate on a web strategy to retain them.
Research shows that customer spending grows alongside trust. And loyal customers spend 67% more than new customers — isn’t that what every small business wants?
The sessions metric indicates whether your website content engages them over time. You want to increase the number of users you retain to make sure you’re leveraging impact and driving in more conversions at every level.
A bounce occurs when a user arrives on a webpage and leaves without visiting any other page. A high bounce rate affects your chances of converting leads into customers.
Something as simple as web design can affect your bounce rate. Small businesses with a well-designed website can appear professional and credible. A low bounce rate suggests that your website content is relevant to users.
Small businesses should improve their website stickiness – ability to keep visitors on the page – for more conversions.
The Acquisition Channels Report breaks down your traffic by source.
Acquisition channels predict customer loyalty in the initial stages of a business-consumer relationship.
Traffic diversity is essential to maintaining the relevance of your website. So by analyzing your traffic sources and spreading them out — you minimize chances of becoming irrelevant.
Most online marketing campaigns focus on driving a specific type of traffic. So the only way to determine the ROI of a campaign is by identifying traffic from its source.
Then you can see which of your campaigns contribute to your lead conversions, and which lead to a high bounce rate.
Here are some categories you can find in your Google Analytics data that break down traffic sources.
If your business relies on SEO, then this is an important channel to watch.
If your search engine ads are ineffective, then redirect your ad spending into generating traffic elsewhere.
Knowing what social media accounts visitors come from helps improve relationship with potential customers and user experience.
It’s important for businesses to analyze and interpret data to make better decisions. And you can use the metrics we’ve broken down to help your business grow.
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