Whether you are a new entrepreneur trying to get your head around the game or a time proven master of digital marketing. Chances are you still find yourself scratching your head when certain Google Analytics metrics are thrown at you.
Believe us. There is no shame in that.
So, let’s look at what exactly some of the most important Google Analytics metrics are for your business.
Few are the days now when your customers line up outside your store to get their hands on a new arrival. That’s when you know your product is successful. But times are changing. Over the previous decade, you must have witnessed how customers have started frequenting physical stores less and less. They now visit your website much more often than your store front.
Due to this Google Analytics metrics are important tools to have in your arsenal. They give you actionable data about your website. Data that you can use to make smart marketing and business decisions. For more information visit SEO Company in London
The most basic metric is Website Traffic. This metric tells you how many people visit your website over a defined period of time. Whether you’re increasing your traffic through Google paid ads or a content blog, this is a useful metric for b usiness owners to see how their website is performing in terms of visitors.
2. Traffic Source
You advertise in dozens of places. Don’t you wish you knew which one works best? Now you can with the Traffic Source feature in Google Analytics.
With new channels of media consumption, came new ways of promoting your business. Today’s business owner has multiple ways to get people interested in his business. We help our clients get more traffic to their website all the time. With their Paid Search Advertising, Social Media Marketing and even Email Marketing.
There is no right combination to use and it depends on your business industry and audience. But it helps to know how your campaigns are performing in terms with your website traffic. Are they getting enough people to visit your website pages? Are users spending enough time on the landing page?
One of the most useful Google Analytics metrics is Traffic Source. It shows the exact source of the traffic on your website. This metric provides an easy way to know which channels are getting the most relevant traffic to your website.
3. Average Time Spent
With less and less foot traffic in stores, business owners miss out on the chance of having a business-to-customer relationship. No longer do they get to interact with their customers to learn more about their preferences like they used to before the dawn of online shopping. Which is why Google Analytics metrics are all the more important in today’s day and age.
This metric shows you how much time (on average) a user spends on your website. This is a good indication of how your website is performing in terms of content. If you see a low duration, it’s time to review your content strategy to something that fits your audience’s interest.
4. Average Pages Per Visit
Before, shoppers would walk into a store in the mall and depending on how long they stayed in the store would indicate if the store had products they wanted. The same can be said for today’s online stores. If a user stays on a page longer than others, then it can be concluded they liked the products on that page more than other pages.
This next metric from Google gives you an insight into just that. It’s called Average Pages Visited. In the same well-organized dashboard, it shows you how many pages on average a visitor navigates to before making a purchase or leaving. If used well, it can help you design the right navigation structure for your website.
5. Top Pages
It’s true that with online marketplaces and ecommerce websites, brands miss the opportunity to get their customers to “feel” the product that compels them enough to buy, especially an incredibly soft sweater. But with online websites, there are many more senses available to appeal to. It has become a game of content marketing.
What type of content can you show on our website that will interest the consumer enough to purchase from you?
Brands have started to understand this and put great thought into their content strategy. They have started to highlight much more information on their website other than location and products. Content like blogs, how-to videos, and even live model videos have started to get attention too.
But how can we know which page works and which does not? The Top Pages metric was designed to give you just that piece of information. It shows you exactly how your website pages are performing in terms of traffic, bounce rate, duration, etc. In which you can then keep what’s working and optimize the ones that are not.
6. Exit Pages
Just the way customers in a physical store leave after not finding what they want, similarly, users who don’t like what they see on the website, just leave. Nobody likes that and wants to right that wrong. But how exactly do we see which website pages cause the most people to leave? So that we can change that page.
That’s where this metric comes into play. Just as it’s titled, Exit Pages show you just which page caused the most of your traffic to leave. Whether it is your menu page, your services page, or maybe a new product page. If you start seeing a trend, it’s time to refresh your content for those pages. This is a particularly interesting insight that we have used for brands and have witnessed wonders.
7. Bounce Rate
There are many Google Analytics metrics that indicate that you need a better website design or need an improved content strategy. Your website’s bounce rate metric is one of those indications that something needs to be changed.
A bounce in Google Analytics lingo means users who leave (hence bounce) after viewing a single web page. Bounce rate differs from Exit Pages in that if a customer bounces, that means there was nothing on that page that interested them about your brand, so they left all together.
If a user exits a page, it doesn’t necessarily mean they don’t like your brand. They just may not have found what they were looking for or want to shop around.
If you have a high bounce rate, it indicates that people are leaving quickly because of bad content or that you are not targeting and funneling the right people to your website.
By just implementing a more well defined content strategy, we have helped clients reduce their bounce rates by as much as 60%. We could help your business see such growth as well!