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Google Analytics – three ways it can benefit your business

Account executive Nancy Collins-Burgess shares three ways that Google Analytics can help to boost your business’ online presence by providing valuable information about user experience on your website.

Google Anlaytics – what it can do for you

Although Google Analytics often comes across as super technical and scares users away, once mastered, it can provide valuable data that helps to track traffic to your website and pinpoint areas of improvement to enhance user experience.

By using a tracking code to collect data from each website page, the programme is able to monitor the usage of your site and inform decisions that can increase audience interaction. While there are countless reasons why people should invest time into Google Analytics, we have rounded up the top three benefits for businesses so you can work out if it’s right for you.

1. Find out more about your audience

One of the great things about Google Analytics is that you can find out more about the people that are using your website. Not only can you see how many people visit your website and at which times of the day, but you can also work out how they got there.

By looking at these audience reports, you can decipher which channel led them to your website – whether this be social media, a search engine or a link from another website. This data gives you the ability to alter your next campaign to match these results by showing you which platforms are bringing in the most traffic, and which platforms would benefit from paid advertisement or increased engagement to attract more users to your website.

The geographical location of your visitors is also something that can help to inform your marketing decisions. By viewing which countries your users come from, you can target campaign activity to boost traffic from a selected country, or justify the measures already being taken to boost user traffic in others.

2. Find out about the content on your website

Not only can you find out about the people that use your website, but you can also receive crucial information about the website’s content. By looking at user activity, bounce rates and the actions completed on the site, you can work out which pages are attracting traffic and which pages are pushing users away. This can help to inform the content you are posting by showing you which subjects draw the most traffic and attract a wide audience.

For example, if a user lands on your page through a link to a blog but doesn’t explore the rest of the website, it may suggest that you need to include a call to action or internal links to other pages.

Whether the action you want to be completed is the filling out of a contact form or an eCommerce transaction, using analytics you can work out which point users are leaving the process and reassess the formatting and content of the page.

3. Find out how to improve the website technically

Our third and final way that Google Analytics can help to improve your website is by giving feedback on how user-friendly the site is.

The tracking codes placed on each web page are able to track the load speed of your content and give you insight into how the site loads for actual users. Page load speed can be affected by a number of things, including the size and format of the files on your website and the coding put in place when the website was built. By monitoring the load speed, you can work out whether or not your website needs more work to improve the time it takes to load and find out if it’s having a negative impact on the website’s SEO ranking.

Google Analytics can also provide information about whether or not your website is mobile friendly. With an increasing amount of traffic now coming from mobile devices, it’s important that your website is both desktop and mobile friendly. If the website is not compatible with mobile devices, Google Analytics can highlight this and tell you what needs improving to make sure you aren’t losing traffic from people who try to access your website on the go.

Take the next step

There are many reasons why Google Analytics is great tool for businesses to track the success of their website and not only do Google provide training online, it’s also completely free!

However, if you would prefer to hire someone to do the hard work for you, please get in touch to discuss our digital offering at Cartwright.

By Nancy Collins-Burgess

Nancy is currently working as an account executive during her first year at Cartwright Communications. She is responsible for working on both B2B and B2C accounts, providing digital support across the company and enhancing the business' brand through campaigns and social media management.

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