Business is strange. One moment, it’s sprawling. The next, you’re wondering what went wrong ﹘ your consumer base starts depleting by the minute, and you have no idea why! In such moments of distress, what emerges as a true hero is Google Analytics.
Though it has the power to single-handedly manage almost all your marketing needs, are you using it to its full potential? Considering how dynamic a tool Google Analytics is, it doesn’t come as a surprise that you’re likely to be unaware of a couple of things it has to offer.
We’ve put together some Google Analytics features that answer the questions you must’ve (or should’ve) asked yourself.
1. Is my website testing people’s patience?
With innovations sprawling and patience running out, loading time plays a pivotal role in the success of your website. The longer it takes for the site to be usable, the more likely you are to lose traffic. Google Analytics calculates the page-load time, so you can make befitting decisions regarding your data and design, and not lose potential consumers. Because after all, a visitor turns consumer only if they end up seeing what you have to offer in the first place.
2. What are my visitors looking for?
You know the keywords that people use to find your website. But do you know what they’re looking for once they’re on it? Google Analytics can detect the entries that go in your search bar, letting you know what’s being searched for the most. Besides popular searches, possible shortcomings in your page design are brought to the fore. For instance, people might be having to look for something because it’s not easily accessible enough.
3. Is my site worth staying on?
How compelling is your site? Is it attractive enough to keep visitors engaged? The answer lies very close to how much time they’ve spent on it. Google Analytics calculates the duration for which a visitor stays on a particular page, so you can gauge whether your User Interface (UI) and User Experience (UX) is working well with your TG. You can then make relevant changes to ensure they’re comfortable staying on the website ﹘ the longer they stay, the more likely they are to turn consumer.
4. Why are people leaving?
As opposed to which pages are keeping your users interested, it can prove useful to know which ones are driving them away. Google Analytics identifies these ‘bounce pages’ ﹘ ones that see the maximum number of ‘exits’ ﹘ letting you analyze what the problem could be. Knowing what part of your site a visitor was on before choosing to close it lets you evaluate and make relevant amends. You can then take a call on whether you even need the page.
5. Why are people not buying anything?
Someone could’ve spent over an hour on your site, but ended up not buying anything. Besides budget crunch or change of mind, there could be a couple of shortcomings in the website itself that drove them to this decision. Google Analytics shows you the exact point in the purchase process where a user abandons their cart. If there is recurring data on a particular point, maybe it’s the page, content, or accessibility that doesn’t sit right with the consumer.
6. What are my visitors up to, right now?
That’s right! Google Analytics tracks your traffic activity in real-time and gives you live statistics! At any given point, you know how many people are on your site, who’s visiting, what they’re looking at, and when they’re leaving. You also get insights on the geographic location of your visitors and what browsers or devices they’re using. While this may or may not have direct business benefits, it keeps you up-to-date with the popularity and activity of your website. Amidst ‘more important’ corporate decisions, it helps you stay in touch with your business and your consumers.
Needless to say, Google Analytics is the tool you should leverage to give your business an edge over the rest.