How To Use Google Analytics To Inform Business Decisions
By Nikki Rae of Fresh Egg
If you have a website, whether it is the main platform for your business or whether it serves as a marketing channel, it is imperative to track it with a web analytics tool. In particular, Google Analytics has become a significant player as an analytics tool vendor, not only because it is free, but because in the last year Google Analytics have made some major changes to their platform that have enabled decision makers to arm themselves with a wealth of measurable data and statistics about their site that they can use to measure, benchmark and...
...grow their businesses.
The possibilities to increase onsite conversion have grown in conjunction with the affordability of analytics tools (previously only priced at enterprise level business) coupled with the web marketing industry push to educate their clients that such tools are not just a luxury tag-on to their services, but are in fact highly useful tools that supply actionable data and therefore must be used as part of
a successful marketing strategy to inform web business and marketing decisions.
To begin to analyse the performance of your site with reference to the behaviour of its visitors, you need to define key metrics from which you will measure productivity. Obviously, if you are an ecommerce site, sales are going to be a major performance indicator, however you will still need to optimise the website processes involved in getting a visitor to convert and this is achieved by assessing and improving upon engagement.
Engagement is a study of the ‘traction’ of your site and you need to ensure that if you make a change to your site or the marketing of your site, that it does not decrease site engagement (lose traction).
Predominantly, there are three metrics that can define a level of engagement with your... continued on page two >