A useful tool for analyzing and better understanding the performance of your website / webshop is Google Analytics. With a few clicks you can view all the statistics that are important for the performance of a website.
But how do you interpret that data exactly? Here are a few tips to better understand Google Analytics and optimize your web shop with this tool.
Analyze visitor numbers
One of the things that Google Analytics does is measure visitor numbers. By keeping the number of unique visitors up to the light, you find out whether your website does well in the search engines.
Moreover, it is also possible to check, based on the number of new visitors, within a certain period of time whether a special promotion or external link has brought a lot of extra people to the site.
Also pay attention to returning visitors
Google Analytics also measures the number of returning visitors. That statistic is also important. If the number of returning visitors is on the low side, try to add new content more often or to respond to current events.
Also placing promotions, offers and promotions on the website is an option. This often makes people curious and encourages them to return more often.
Pages per visit
The number of pages per visit shows which and how many web pages a visitor views on average when he arrives at your website. If that average is (too) low, then it is a good idea to add more easily findable content.
Ways to do that are adding more internal links and applying a user-friendly navigation structure. You can also update certain pages if it appears that they are visited moderately.
Measure the average duration of a visit
It is also important to pay attention to the amount of time a visitor spends on average on your web shop. If a visitor only stays for a short time, then that can be a sign that there is not enough interesting information or that the desired information is difficult to find.
Based on this statistic you can therefore check whether the content you offer is interesting, unique enough and well traceable. Adding videos (for example about the operation / characteristics of a certain product) is often a good way to keep the visitor’s attention longer.
Check the bounce rate
You can read the user experience of your website at the bounce rate ( bouncer rate in Analytics). This number indicates how many visitors drop out immediately after viewing your home page.
If the refusal rate is high, this often means that the entry page is uninteresting to many visitors or does not meet the need. By creating landing pages for keywords, you can lower the bounce rate.
Set clear targets
Do you want to check exactly how much you have sold through your website for a certain period? Or are you just curious about the number of visitors who filled out the contact form or subscribed to the newsletter?
Google Analytics makes it possible to set goals that provide a clear answer to such questions. A goal is measured at the moment the visitor arrives at a thank you page.
The final action (conversion) is measured by Analytics. Choosing targets in Google Analytics is one of the most important functions to measure the actual success of your web shop.
Before you fully set up Google Analytics, it is important to clearly determine which goals are important enough for you to measure. Do this preferably before the new website is put online, otherwise you will miss out on valuable data.
Based on the number of goals achieved, the conversion of a web shop can be checked. The conversion of the number of sales, for example, is the number of sales / number of visitors x 100%. Based on the number of goals achieved and the conversion you can optimize the website in both form and sales success.
Which goals can you set?
There are countless goals that you can set in Google Analytics. The choice is largely dictated by the parts of the website that are most important to you. There are, however, a number of examples that are mainly used for websites:
- buying a product
- subscribe to a newsletter
- registering an account
- request a quote
- visits of multiple pages
- minimum number of pages visited
Set up e-commerce tracking
For web shop owners it is often useful to set e-commerce tracking alongside targets .
In addition to the number of sales you see in Google Analytics the revenue and the average value per visitor. This quickly shows which success ratio the different search terms used have.
Set up filters
By segmenting visitors (new or recurring, visitors to organic or paying search results, geographic location, used browser type etc.) you get a lot of specific information about surfing behavior.
That is why it is wise to use filters. How does that work? You create new website profiles and set a specific filter per profile. When you then view the reports of a profile, only the data of that segment will appear.
Now you can see per segment how long visitors have stayed on the website, which pages they have visited etc.
Social media in Google Analytics
Google Analytics also offers the possibility to quantify the effect of social media on the success of your website. You can, for example, measure the conversion rate and the monetary value of conversions via social media, but also check through which social sources and networks visitors have landed on your site.
Social media in Google Analytics provides insight into the effect of using different social networks through various reports. A useful way to increase the performance of the website on social channels.
Google Analytics as a leader for decisions
Google Analytics offers many opportunities for collecting data. However, the correct reporting and the right questions make the difference. Do you also want to make more conscious choices when improving your website? Let’s take a look at your data.
Do you need a fresh look?
Do you want more insight into how your website does it? Let’s introduce improvements together based on Analytics data. Call us on 0318 24 00 49 or contact us