5 Google Analytics Reports to Help You Make Better Informed Business Decisions

Google Analytics is an incredibly powerful (and free!) tool which you need on your website. It measures key website metrics such as top-level information such as how many visitors your website received in a given month, and for how long they stayed on your site. But it can do so much more.

If your website doesn’t have Google Analytics installed, or you’re not sure how to use it, get in touch and we can give you some free advice to get up and running.

If you’ve invested in a new, shiny, all-singing and dancing website, and don’t know how it’s performing, you could be wasting your marketing budget. Google Analytics should be used to help inform how your website is performing, which can, in turn, help you make better business decisions.

Whether you’re new to Google Analytics, or have looked at it once and just don’t know where to start, here’s five things to get you off the ground, and how to access them!

Percentage of mobile users

Where to find it: Audience > Mobile > Overview

In 2016, the proportion of people using mobile devices (phones, tablets) to access the internet surpassed the number of users on desktop computers for the first time, in a trend which has only continued as users become more reliant on mobile devices.

Mobile users typically want answers, and quickly. Be it ‘how much is this item’, ‘does your company offer this service’, or simply ‘what are your opening times or telephone number’. Users expect to be able to find these answers in a matter of seconds, so ensure your website is equally as readable, usable, and useful as the desktop version of your site. For example, when booking a local nursery, Leigh’s Nurseries have included the telephone number and email address as part of the main navigation, meaning it can’t be missed. If you’re not serving your mobile customers well, you’re likely losing out on significant business.

Where are your users coming from?

Where to find it: Acquisition > All Traffic > Source/Medium

Do you know how customers find your website? These days it’s simply not enough to ask them at the point of purchase. By determining where users originate, you can make smarter decisions on marketing spend, such as increasing spending on Google Ads, or investing more in social media. This report tells you how users come to your site, whether email marketing, organic (search engines) or via your app. Also look out for other websites which might have linked to yours – always useful, and beneficial from an SEO perspective.

Once you know where your traffic is coming from, you can make informed decisions regarding your marketing spend based upon this.

Worst performing pages

Where to find it: Behaviour > Site Content > Exit Pages

Some pages on your site will perform better than others, and it’s important to get to the root cause of any that aren’t doing so well.

Look at which pages have short read times (this might be because users find the information they need quickly, and navigate away), or those which have a high exit rate. Is this because users could not get the answer they needed? If so, work on the copy, and the messaging on these pages to ensure they’re meeting your business objectives. The longer you can keep your visitors engaged on your website, the more likely they are to become customers. Conversely…

Best performing pages

Where to find it: Behaviour > Site Content > All Pages

…your best-performing pages are the ones you should ensure are as polished as they can be. These are the pages on your site that your potential customers are seeing more than any other. Do they contain typos? Is the imagery representative of your best effort, products or services? Is it as clear as possible how a visitor can get in touch?

These pages might also be popular in terms of the number of views, but are they doing their job? Whether that’s enticing users to click ‘add to cart’, ‘sign up to our newsletter’ or even just taking the time to completely read your blog. Here’s where you can see which pages are delivering your business goals and broader objectives. Which brings us neatly on to….

Your key metrics/business goals

Where to find it: Conversions > Goals > Overview

Each page on your website should have a clear and obvious purpose. If it doesn’t, why is it on your website? Most websites will want to drive sales, enquiries, or subscriptions of some sort, but are you actively measuring the performance of these? If you’re not, you can’t be sure whether your website is performing well or not.

This report can track specific actions users take on your website, for example, reaching your ‘order complete’ page, or subscribing to your service, or in the case of Metropolitan House, for example, how many enquiries they received. You can see where your subscribers are coming from, and how each channel delivers the results you’re looking for.

The above reports barely scratch the surface of what Google Analytics can tell you about how customers use your website. A much greater level of insight is available, from multi-channel conversions, attribution tracking, content grouping and much much more.

Measuring the performance of your website should be a critical factor in your marketing strategy, and if you aren’t doing it, you can’t really be sure if your marketing budget is being well spent. To arrange a chat with one of our digital marketing experts about getting more out of your website, just get in touch with us here.

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