Make the most of analytics

1. Keywords

2. Location

3. Devices

4. Conversions

5. Testing

6. Installing Google Analytics

Contents

KeywordsUnderstanding how visitors find your website is a key component to creating a successful online presence. If you know which activities drive customers to your website you can put more time, effort and resources into it, allowing you to create a really efficient marketing campaign.

One of the big drivers of traffic to your website will be keywords used within a search engine. If you are aware of what keywords prospective customers use to find products and services relating to your website you can target them to increase visitor numbers using Internet marketing techniques and measuring the success using the tools within Google Analytics.

How do we find these keywords?

• Have a team brainstorm

• Ask you customers

• Use Google Keyword Planner

• Test performance of your chosen keywords in Google Adwords

LocationGoogle analytics provides some really nice in-depth analytical information that can really help with creating some really targeted marketing campaigns.

In addition to understanding the keywords that bring in website visitors you can also see from where they are visiting you from.

This is really useful as you can put increased marketing effort into parts of the country that are more interested in your website offering.

DevicesYou can continue to drill down for really useful analytical data with Google analytics. In the devices section you can get pretty accurate figures on which device is being used to view your website.

• Desktop

• Tablet

• Mobile

You can even get the numbers on which manufacture of device is being used.

Apple Vs. Samsung

And what screen resolution the majority of your audience are viewing your website at.

This allows you understand your prospective customers better giving you the required insight to build a website that works best for them on any of their devices.

ConversionsMeasuring visitors to your website is an important metric, however the ultimate goal of your website is to convert that visitor into completing some kind action. This could be to:

• Buy something

• Subscribe to a mailing list

• Request a call back

• Request a quote

• Download something

• Call your office

In most cases the goal of your website is to make your website visitors do one or more of the above and we need track its success.

Tracking conversions allows us to see what marketing activities actually turn into an action. There is no point our website achieving

lots of visitors if we don’t achieve any conversions so tracking conversions is key to understanding ultimately what in your marketing plan is working and what is not.

How do we track conversions?

• Track product shopping basket checkout information

• Track enquiry form entries and email subscribes

• Keyword telephone call tracking

• Train you sales teams to ask and record in your CRM system

TestingThe great thing with online marketing is that you can actually track what is working and what is not, so let’s use this to our advantage.

Test different types of content on your website and see what converts into more customers.

Use A/B testing. Run one landing page for a week and then swap to another see which one has the better conversion rates. You could even put them up head to head by using Google Adwords, sending 50% of traffic to one landing page and the other 50% to the other seeing which one performs best.

Test days and times of the week for your online campaigns. When is the best time to interact with your audience online?

Installing Google AnalyticsInstalling the code for Google Analytics is a quick and simple job. You may require the help of your website developer, but this should not be a costly exercise.

Once you have installed analytics on your website you are well on your way to better understanding your website visitors and having the tools to create a most efficient and successful online marketing campaign.

Optimised Salters House, Salters Court, 156 High Street, Hull, HU1 1NQ 0333 772 9892 info@optimised.today