The Most Useful Analytical Data in Google Analytics

4 min read
Apr 2, 2020
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While getting traffic to your website is the first goal of any digital or ecommerce business, it is only the first step. It’s not enough to just have website visitors. Website visitors need to be converted from potential customers to paid customers.

Their experience on your website is what will convert them from one to the other. One of the easiest ways to determine what their experience is like and what could be hindering them from becoming paid customers is to examine the analytical data your website produces.

Here are some of the best analytical data to help drive your website to profitability and success.

1. Overall traffic

Your overall traffic will give you an idea of how well your website is performing in a general sense and if any recent promotions or posts resulted in a dramatic increase in visits. This can be separated into unique visitors versus returning visitors to tell you how successful your website is at attracting visitors and getting them to come back.

You'll find your traffic for different segments here.

2. Sources of traffic

This will tell you where your visitors came from and how they got there. Google Analytics breaks this down into four very broad categories. Organic refers to visitors who arrived because they searched for your site in a search engine, and Social relates to visitors that arrived via social media. Direct traffic refers to visitors that typed your website’s name into their browser, while referral traffic arrived from another website. 

3. Demographic information

Collecting information about what geographical areas your visitors are from, their age, gender, and interests, will tell you who your customer is. With this information you can determine what your customers want and what products and incentives will appeal to them. It can also help determine pricing points and what types of paid advertising would work best.

Information on your visitors' demographics can be found here.

4. Pageviews

By knowing what pages are the most popular on your website, you can replicate the content on these pages to produce more content that your customers want to see. You can also optimize these pages to generate more leads, convert more sales, and create effective landing pages. You’ll want to look at the first page your visitors arrived on when they came to your website. This is a factor in determining what search terms are driving visitors to your website. Conversely, the top exit pages on your site will tell you which pages aren’t working and need improvement. Both of these pages will tell you how your SEO efforts are working, or not. 

5. Keywords

Knowing what keywords are driving visitors to your website is very useful information to have. It will tell you what terms visitors are using to find your website and what they are interested in. This will allow you to enhance your SEO to further increase the effectiveness of your landing and exit pages. Google Search Console is a helpful tool to discover this information.

This is where you can find your keywords.

6. Bounce rate/average time on page

A high bounce rate tells you that visitors quickly left your site. This can be because they didn’t find what they were looking for or that your website has slow load times. This gives you the opportunity to improve those pages with better content or by providing a call to action. Similarly, the average time on the page will tell you if people are consuming the content you are providing. If the average time they spend on a page is very low, it’s an indication that they’re not interested.

7. Conversion rate

I’ve saved the best for last. Revenue and conversion rate are closely linked, so this is an important one. Your website’s conversion rate simply refers to how effectively your site was able to get a visitor to perform an action that accomplishes a predetermined goal defined by you. That could be signing up for a newsletter, completing a survey, subscribing to your email list, completing a sale, sharing to social media, or any number of other things that you want your website visitors to do. This will tell you if your website is performing the way you want it to. If it’s not, your call to action should be tweaked and/or your content adjusted to get the traffic, and sales, you want. 

Gather and analyze this information, and you’ll be on your way to maximizing the full potential of your ecommerce website. By effectively using this data, you’ll see visitors convert into customers while improving your bottom line.

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