You might already be using Google Analytics to check the traffic to your website. But the data is really only helpful for growing your business if you know what to look for and what questions to ask. An article from Kissmetrics spells out what you should be asking when you are looking at your Google Analytics.
How do you Stack up with Your Competition?
Using Google Analytics you can determine if you are getting more or less traffic than your competitors. But this isn’t the only thing that is important to know about your competition. You should also be comparing things like average time spent on your site. This will help to give you a better idea of how you compare to your competition.
Where in the World are You?
If you are only collecting information about what country the majority of your users are from, you aren’t going to get a very good idea of where your users are really from and what their needs are. It’s important to find out what cities your users live in so that you can make sure that your users will have the best experience possible with your website. It is much easier to tailor your website to the population of a specific city than it is to try to please an entire country.
Window Shoppers vs Returning Customers
It’s important to know if most users are only using your site once and then never again, or if you have a lot of repeat customers. If your users only use your site once, your main goal should be to get new people to visit your website. If you have repeat customers, you should be using cookies to better customize your website for each user.
Are You Compatible?
Knowing what web browser the majority of your customers are using will help you to make sure that your website is compatible with as many users as possible. You wouldn’t want to lose customers because they were all using a different browser than your website was made for.
What Causes People to Leave Your Website?
If a lot of people are leaving your website from a certain page, it may be time to look at that page and figure out what people don’t like about it. One way to modify it could be to add some links to other pages on your website. This will encourage the users to click on them and stay on your site.
Successful User of Google Analytics
If you aren’t convinced that Google Analytics are important, take a look at Airbnb. They have managed to streamline their company by using the data that they collected from Google Analytics. Because Google’s solution is faster than the one they were using before, they were able to increase the page load time on their website by 8%.
By now you should have a good grasp of what you should be looking for when you check your Google Analytics. If you use this data to your advantage, you will be able to improve the quality of your website and better fit the needs of your users.