Adding extra value to your website Analytics

Analytics
Google Analytics

In Arekibo I provide Google Analytics Training Sessions for our clients, this can happen before the start of a project or after the website has established a steady visitor base.

What is surprising however is how underutilized Google Analytics is by companies when it comes to making key business decisions.  In this blog post I will list three of the main features within Google Analytics that will definitely add value to your website and company.

1.       Google Analytics Real Time

The Real Time feature shows you the number of visitors on the website in Real time, this feature might look a bit gimmicky at first but we use it to check activity on the website when we promote a brand or company via media such as Television or Radio. For example: If we know the broadcast schedule from 5 minutes before the ad until 10 minutes after, we check if we receive a spike in the traffic.

The information gathered from this approach includes:

-          What is the best run time for the advertisement to attract most traffic

-          What tone/messaging works the best for our brand

-          What content is visited in real time

-          How well are the visitors converting

With this valuable information in hand you can save a lot of money on your next advertising run and still get the maximum exposure and conversions out of it.

Overview of Google Analytics Real Time

When trying it out make sure you create a schedule with some averages for example:

Medium Channel Broad cast Time Visitors Lo/High
Radio Radio 2 12:00 75 – 125
Radio Radio 1 17:00 125-152
Television TV 3 20:00 80 – 400

Also have a look at the Content & Traffic sources tab in Real Time to see what pages appeal the most to the visitor and potential customer

2.       Tracking of events

With the rise of Social Media and the different types of content that can reside within a webpage, like videos, flash elements, audio players, document downloads and images tracking can become difficult.

A Google Analytics feature that can be used to help track those “events” is called Event Tracking. What this does is it sends a signal to the Google Analytics servers with a custom name (variable) whenever a visitor clicks play on a video or downloads a pdf document for example.

We have implemented this type of tracking for a few of our clients as part of an e-commerce strategy. For example one of the websites we use it on sells clothing online. This site has a range of product images that allow for the “Click to Zoom” function, which will show a larger image of a product. This “Click to Zoom” however is not tracked within Google Analytics so we added the event push function to those images. Now the client can see within their Google Analytics reporting the behaviour of visitors that land on a product overview page and on which product images they click.

Google Analytics Event Tracking

The information you can get out of event tracking is:

-          What are the top products in terms of “visual” appeal

-          Find products that attract but don’t sell to make decisions like making it a special offer or providing extra discount

-          How many downloads are made and which download document is the most popular

-          Find if visitors watch your video online and if they actually watch it completely or if they pause it half way.

You will need some technical understanding of your website to implement this level of tracking throughout the website, or contact your favourite digital agency to do this for you.

3.       Setting up Goals & Conversion

Goals & Conversions allow you to assign elements within your Google Analytics statistics that you value more. For example a goal could be a bought product online or a subscription to your newsletter.

Now imagine you have created the greatest looking website and you are receiving a large number of visitor’s everyday but only a very small number of visitors are actually buying your products? If you want to find why this is happening you might want to setup a Goal.

For an e-commerce website you could setup the goal of purchasing a product like this

Step 1: Visitor that is showing “intent” to buy a product

Step 2: Visitor that is adding product to their basket

Step 3: Visitor that is checking out the product

Step 4: Visitor that is going through the payment process

Goal: Visitors who completed the sale and bought the product

The above 4 steps+ goals are a breakdown from start to finish reaching a conversion or goal on your website. If you see a large number of visitors reach Step 3 but not Step 4 it means that your payment gateway might not appeal to the visitors or you are lacking the right payment options.

GA Funnels

After you have configured your Goals you will see your sales funnel visualised and make the right changes to improve your conversions. This approach does not need to apply only to e-commerce websites but can also be part of your events, registrations or contact us funnels.

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