Google Analytics is an online service that provides businesses with the tools they need to understand their customers and the better you understand your customers, the more prepared you’ll be to make strategic decisions that help your business grow.
Despite the potential value, the standard analytics service is completely free so there’s little reason not to take advantage of it. Google also has an entire library of courses (also free) dedicated to teaching you how to use these marketing and analytics services so with a little time, you’ll gain a lot of insight into your business. The benefits of Google Analytics include many things and the following are some examples.
Understand Which Marketing Channels Are Most Effective
If you are really trying to spread awareness and draw people to your website, you might be running more than one marketing campaign to do it.
With Google Analytics, you’ll not only be able to see which of these campaigns are driving the most traffic but you’ll also learn which advertisements are leading to the most conversions on your website or landing page. By knowing which ads are most effective or the most profitable, you’ll know where to put your money for the next month.
The rest of the information you get from Google Analytics then can be used to improve the ads that are under performing.
Learn About Site Traffic and Demographics
You want to know who’s visiting your website so that you know whether or not your marketing campaigns are reaching the right people. If you aren’t hitting your target audience, you might be wasting a lot of money on irrelevant traffic. Even for small business websites, though, Google Analytics will report on a lot of things, including:
- Age of visitors
- Geographical location
- Marital status
- Education level
If you are running a PPC campaign, you’ll pay for every click regardless of who clicks so you want to limit the number of irrelevant clicks. When you know the above information, you can tweak your ads to include or exclude certain groups to hopefully reach a more relevant audience.
Additionally, you’ll know the browsers and operating systems that your visitors come from, which can be valuable info as well.
Know How Your Visitors Behave on Your Site
Not only will you be able to see who your visitors are and where they come from but you’ll also be able to see what they do once they arrive at your site.
This is valuable because you’ll get to see how consumers interact with your website. You get to see which pages are getting the most attention and how well each of them is converting. If there are particular pages that aren’t getting as much traffic as you’d like, you can make the necessary adjustments.
Small business websites can see where visitors click, how long they stay on the site, and which items they are most interested in. If you have a lot of people leaving your site quickly, you can start to think about why that is.
Learn About Your Keywords
When consumers arrive at your site through a search engine, you’ll know what they searched to get there. Effective use of keywords is essential to SEO and you’ll typically use them throughout your website. The content that goes with it matters but you have to know what they are first.
Google Analytics will show you which keywords attract the most visitors so you can begin to prioritise words and phrases based on their success rate.
If your website naturally appears on the second page of most search results, using the right keywords is one of the ways that you can get yourself on the front page, which could result in a lot more site traffic.
Develop More Cost-Effective Marketing Campaigns
All of the benefits of Google Analytics help you develop more cost-effective marketing campaigns. As a small business with potentially limited resources, everything is about cost efficiency. You want to maximise your results without overspending and in terms of marketing, this means making sure that your ads are doing what they are supposed to do. If you can limit the amount of irrelevant traffic and increase your conversion rate, you can get a lot more out of your advertisements.
Google Analytics gives you the tools to learn about your consumers, your advertisements, and your website and in doing so, you can strategise and make more intelligent decisions that produce those results.
If you want to learn more about how RenComp can help with your website analytics don’t hesitate to get in touch.