Google Analytics is a fundamental tool that every startup should use to optimize on their consumer behavior. Important metrics such as conversions, keyword analysis and the ability to dial in on consumers interest, which is a great opportunity to find a connection point with potential costumers and gets you a step closer to a conversion!
1.) Referrals and acquisition channels. There’s an awesome feature on Google Analytics that shows where users come from and how they got to your website page. From the marketing perspective this is an easy way to key-in on specific channels. From there you could optimize on what campaigns are successfully generating traffic from different sources like direct or organic search, or social. Facebook’s cheap CPM (Cost per thousand impressions) feature means you could send out more ads to increase reach and impressions. Ads on social media don’t necessarily mean conversions. But, at least people will see see the brand and awareness will increase. You could also value your channels and budget according. Facebook Ads Manager is priced as cheap as cents-per-impressions so it’s great to always have an ad running.
2.) Learn what users are doing on your pages. If you can’t do this to through the back-end, Google Analytics will let you see session duration from any page you’d like. You can specifically see how many seconds the users are on a certain page, which let’s you optimize on page layouts and give your users what they like to see. These metrics may not improve overnight, but they will by the time your business is well-developed and you have a good understanding of your customer’s preference on the pages. There are triggers that cause people to leave the website and the opportunity to make a conversion is lost right there. Find out why users are leaving or not coming back by doing A/B testing between pages. For e-commerce, it can mean that the users didn’t flow right into the checkout flow or another UI issue. The bottom line is to find the worst performing page and improve it.
3.) Mobile, mobile and mobile. Mobile audience is everywhere. Having an app or a user-friendly mobile website that flows is important. Knowing that a certain percentage of your audience is coming from a mobile device gives you an opportunity to design campaigns targeting mobile users. I was surprised to know the amount of traffic coming from mobile device. That means making an application and exploring a new acquisition channel. Having the knowledge that your mobile website is hitting goals is great to know and watch for. Google Analytics let’s you segment mobile traffic so it’s really user-friendly and straightforward.
4.) Know who your users are. Discover and understand who your target users are. What their online presence is like, their interests, what they search for and much more. If there isn’t a connection point with your audience the chances of a conversion can decrease. You can design campaigns to engage the audience and make them like your ads. Speak the language of the consumers based on anything you know about them. From a startup standpoint, the concept of building rapport is important to start a returning costumer. Google Analytics lets you easily segment the age, gender, location, interest, browser type, who came back and much more.
5.) Link your AdWords campaign to your account. Start seeing the impact of your AdWords campaigns and apply monetary value to them. That’ll help you allocate your valuable budget. You also get metrics on the visitors referred by AdWord such as bounce rates, average duration and more. I would say AdWords should come into play when you have multiple acquisition channels established and more time in your hands. This is the opportunity to take the user’s interests and behavior and place effective ads where the perfect audience is.