You might have thought you were too old to be relearning your ABCs, but when those letters stand for Acquisition, Behaviour and Conversion, a little extra schooling is required.
So today, class, we’re discussing Google Analytics, an essential tool for marketers around the world – and a key component when it comes to measuring and creating effective digital strategies for your business.
According to W3TECHS, Google Analytics is installed on 55 per cent of all websites and has a traffic analysis tool market share of 83 per cent – and there’s a good reason for this overwhelming success.
Analytics brings you in touch with your audience, giving you insights into their browsing habits, how long they stay on your site and many more vital statistics which can give you great insight into their viewing habits.
The information you’ve gleaned from Analytics can then be an important component in the optimisation of your site, ultimately increasing your web traffic and leaving you with a killer ROI.
But we’re getting ahead of ourselves.
Let’s get back to ABC, the three cornerstones of Analytics.
A is for Acquisition
Acquisition provides you with an important overview of the top channels sending visitors to your site.
Visitors might be visiting your site from ads you’ve placed around the web, by organically searching for your company or by following a link from a site which has featured you.
What does acquisition mean for my digital strategy?
If you know how people are finding your site, you can promote these aspects all the more, or increase your visibility on lesser used channels.
B is for Behaviour
Understanding user behaviour is the key to an effective website, and Google Analytics can help you do exactly that.
Using first-party cookies to track the activities of your customers while they’re on your site, the behaviour aspect allows you to find out everything from how long a customer stayed on a specific page, whether they watched the video on your homepage, and if they found your FAQ shareable.
These are just a few brief examples, but the possibilities are near infinite when it comes to finding out just what your site visitors are up to.
To discover you visitors’ behaviour on a granular level, you’ll have to understand how to set up custom dimensions and metrics in Analytics, which we’ll cover in a later blog.
What does behaviour mean for my digital strategy?
Online behaviour allows you to see what your visitors are engaging with and for how long, and could influence the content you create in the future. You’ll also learn the pages which customers aren’t engaging with, giving you the chance to improve them and increase their visibility or scrap them entirely.
C is for Conversions
In marketing terms, a conversion is a time when a customer performs a desired action. In other words, they respond to your call-to-action. That might mean they parted with their contact details to download a guide you’re giving away, or it might mean they made a purchase at your online store.
Analytics can track all the conversions you want on your site. All you have to do is set the desired outcome (for example, someone clicking a specific link on your site) as a Goal in Analytics. The program will then track this Goal, allowing you to check in on it regularly.
What does conversion tracking mean for my digital strategy?
When you know how many conversions you have for a specific piece of content or product, you’ll know what you need to promote, and you’ll be able to build on your past successes when you begin a new marketing campaign, improving on your advertising ROI.
Your lesson for today is over, but if you’re still scratching your head then contact Scenicus for Analytics advice from the experts.