Your business’ website serves as a hotspot for all your online traffic, making it one of the most important strings to your business’ bow. But, putting the time and effort (and probably money) into creating a great website is only half the story, you need to make sure your website’s doing its job.
One of the most effective tools for doing just that is Google Analytics and shortly we’ll tell you everything you need to know about using it, but first, let’s strip it right back to basics and look at what your website should be doing.
Your website should be attracting consumers and helping turn them into paying customers. It should be a key part of your business as opposed to somewhere you refer people for extra information.
There’s an unwritten rule within the online world that users should be able to find any page on your site within two clicks - any more and you’ve lost them. Ease of navigation is crucial to any good website and it’s also something Google will look for when deciding where to rank you in their search results.
Websites can become out-of-date in no time because the needs and wants of users are constantly evolving. Leave your site to gather dust and you’ll find yourself lagging behind.
Probably the most important outcome for any website is to successfully convert users into customers and to do this requires the sales funnel.
What’s that? It’s essentially the buyer’s journey, throughout which you’re guiding them to make a purchase, and there are four key elements to a successful funnel:
If your website is successfully implementing these four strategies there’s a good chance it’s performing well, but we know you aren’t going to leave your business’ success up to chance - you want certainties. Enter Google Analytics.
Used by over half the world’s websites (52.9%) and 10 times more popular than any other provider, Google analytics is the Usain Bolt of the web analytics world and the best news is, it’s free.
Yep, a ‘freemium’ tool that’ll help you analyse the traffic on your website and the implications of the data it’ll provide you are huge. Now, we understand that just because you’re a business owner doesn’t mean you’re a tech whizz and so all this talk of web analytics might make you want to run for the hills.
Worry not, we’ve got your back and we’ve broken it down into easily digestible chunks. So, let’s get stuck into our beginner’s guide to Google Analytics.
We told you we were taking baby steps, so first things first you’ll need to set up an account. If you’ve already got a Google account you can simply click on analytics and sign in to get started. If not, you’ll need to create one.
Tip: Don’t let someone else (however close you might be) set up your analytics through their own personal Google account. Should you ever part ways, you’ll lose access to all your data.
The process for doing this will vary from platform-to-platform but a simple Google search of ‘[platform] how to install Google Analytics’ will tell you everything you need to know.
Set up your goals by clicking on ‘Admin’ and then ‘Goals’ (at the top of the page). Goals are most commonly used to monitor sales conversions, email list sign-ups, and lead form submissions, but whatever yours are, make sure they’re super important to your business.
Allowing for Site Search will provide you with invaluable data if you have a search function on your website. You’ll be able to track any searches made on your site allowing you to learn what consumers are looking for (and make their experience as simple as possible).
To set up Site Search head to ‘Admin’, then ‘View’, followed by ‘View Settings’. Scroll down and turn ‘Site Search Settings’ on and then enter the details from your website’s search page.
Now bear with us because we know this might sound confusing, but it’s important to get your head around the details.
After about 24 hours of setting your account up you’ll be able to start viewing the data collected. Each time you log in you’ll be taken to an ‘Audience Overview’ report which’ll tell you everything you could want to know about visitors to your site (behaviour, demographics, interests, language and which technology they used, etc.).
Then, you can hover over sections of the report for more information or click through to see all the finer details.
As well as all that, you’ll also have access to an Acquisition report which tells you how your audience came to your site - whether that be via social media, a search engine or otherwise. This’ll give you a good idea of how your social accounts are performing, as well as any SEO (search engine optimisation) or PPC (pay-per-click) efforts.
Last but not least is Behaviour reports which relate specifically to your website’s content. You’ll be able to see the top entry and exit pages (where users most commonly land on your site and leave it), as well as the speed your site loads and how to improve it.
Earlier, we went through how to set up Goals within your account and it’s through these that you’ll be able to see the number of conversions your website’s received. But Google Analytics doesn’t stop there, it also lets you see:
So there you have it, Google Analytics in seven easy steps. By looking at all the data on offer you’ll be able to pinpoint what’s working, what’s not and ask yourself:
And so on and so forth.
Get it right and you’ll be taking more payments than ever and for a helping hand ensuring that process is a great customer experience too, we’ve got you covered. Whether it’s payment gateways or pay by link, get in touch today on 0808 274 2017 to see what we can do for you.