After spending time, resources, and budget creating a website that perfectly describes your business’s brand and voice, you might be wondering why it’s not generating enough leads, or if the leads that your website is generating align with your business goals. By implementing Google Analytics on your website, you can discover useful data such as who visits your website, where they come from and what they click on. Monitoring and understanding this data on your website visitors can guide your marketing strategy, and in turn help you get more leads from your website.
Before explaining how to analyze your audience, first, we should review a few Google specific terms:
Understanding Google Terms
Session: A single visit to your website, consisting of one or more page views, along with events, e-commerce transactions and other interactions within 30 minutes.
Bounce Rate: Bounce rate is the percentage of sessions with a single page view. When analyzing the bounce rate contextually, it can sometimes, be a good thing. For example, if you write a blog, a frequent reader might only be visiting your website to read your latest blog post. However, if you are an online store and want people to browse around for items to shop for, then you can aim to lower your bounce rate.
User: An individual person browsing your website. Each user can visit your website multiple times. For example, 1 user could create 3 sessions on your website, with each session containing multiple pageviews. However, if 1 user visits your website on separate devices, more than 1 user will be reported.
Now that you are up to speed on Google’s terms, we can explain step-by-step how to better understand your website data with Google Analytics. There is so much helpful data in Google Analytics, and in this post, we’ll focus on a few key areas to guide your lead generation marketing strategy…
Understanding How Your Visitors Find Your Website
In Google Analytics, click Acquisition > Overview
The acquisition overview page gives you a broad understanding of how a visitor found your website, through social media, directly, organically (by completing a google search) or a referral (a link on different website). By digging deeper into Google Analytics, you can discover the specific social media channel, referral, or even the Google Ad they clicked on. This data can guide how you promote your website. For example, if most of your visitors are finding your website through a social media channel, it may be a good idea to invest in social media ads in order to increase your traffic, since you already know that it is resonating with your audience.
Understanding Who our Visitors Are
In Google Analytics, click on Audience > Demographics, Geo > Location
The audience section of Google Analytics gives you a basic understanding of your visitors’ gender, age, and location. You can take this a step further by enabling advertising features and understanding their interests, which you can do by clicking interests under the audience tab. This helps your marketing plan, in part, by guiding your buyer persona research and by understanding targeting for any online ads.
Understanding The Pages Visitors Click On
In Google Analytics, click on Behavior > Overview
Once you have a good understanding of where your audience is coming from and who your audience is, the next step is to understand what your audience is clicking on and engaging with on your website. From the behavior page, you can find out your website’s most popular pages, how much time visitors spend on each page, and the individual page bounce rate. This can help guide your marketing efforts by understanding what your visitors find most engaging. For example, if you are running a blog hosted on your website, this data can help guide your blog content calendar when thinking of new blog posts topics.
Another helpful Google Analytics tool to use to understand visitors’ behavior is user flow. This tool gives marketers a visual map of the pages and paths that users take, which can give you better insight on the pages that visitors are exiting and the pages they are navigating to. If you have a series of steps you’d like your visitors to take before converting, you can optimize these pages by creating a clear call to action to the next step in the conversion funnel.
Google Analytics is a powerful tool that gives marketers tons of data; however, in order to understand this data, it takes a bit of strategic analysis and hypothesis. We can help make sense of all of your data and recommend changes that will increase your leads – contact Kadence Digital for a free marketing strategy analysis.
In order to get more leads from your website, you have to make it as easy as possible for your website visitors to convert. In our next blog post of this series, we’ll discuss specific tactics to get more leads from your website visitors. Sign up for our newsletter to have “How to Get More Leads from Your Website Visitors – Part 2” delivered directly to you!