Why do we love Google Analytics? First of all, it’s free. Secondly, it provides us with tons of valuable information. Let me share how we use Google Analytics to get our client’s website’s earning them as much money as possible.
Google Analytics is a service offered by Google that generates detailed statistics about your website’s traffic. It also helps measure your website conversion rate and overall return on investment. Before beginning, it’s important to know that what’s important to an ecommerce website, what’s important to a news website, and what’s important for your service business, are very different from one another. Our goal is to help your service business. So, here’s how we crunch the numbers for our clients who run a service business just like you.
Lets start with the basics.
This number measures the total number of times your site has been visited. If the same person visits your website multiple times, each time will count as another visit. This number is useful for gauging your overall traffic but we prefer to pay closer attention to the number of Unique Visits when it comes to measuring Conversion Rate.
For this measurement, if the same person visits your website multiple times, all their visits combined, count as one unique visit. We prefer to use this number when calculating conversion rate because if the same person comes to your website 5 times and finally calls you on the 5th visit, your conversion rate, in regards to winning that specific customer, is 100%. It doesn’t matter how many times they visited, the bottom line was they called you. You were 1 for 1 when it came to converting that potential customer.
Therefore, we calculate website Conversion Rate by taking your total number of leads and dividing it by Unique Visits (not Total Visits).
This is the number of pages on your website that have been viewed in total. If the same person visits 3 pages on your website, that will count as 3 page views. If another person visits 2 pages during their visit, you’ll now have a total of 5 page views.
When it comes to analyzing Page Views we like to study Pages Per Visit most of all. This is the average number of Page Views by a visitor during one session. It will give you an indication of how much people “jump around” each time they visit your site. We try to keep this number low. People shopping for a service generally want to find what they’re looking for and mark it off their to-do list. They didn’t come to your website to read pages and pages of content like they might for a news site for example. If you have a low number for Pages Per Visit this may indicate that your visitors are finding what they want quickly. A good home page combined with a great landing page should close the sale for you. Your potential customer should be convinced quickly that you’re the best choice for them. But you might be thinking, what if a low number means people are getting to my website, not liking what they see, and leave without visiting any other pages? Well, that leads us to Bounce Rate.
This number measures the number of people that visit only one page and leave without visiting any other pages. In general, people usually think of this as someone saying “no” to their website. But that’s not always the case. True, if your visitor didn’t like what they saw and left quickly, that is bad. But if they visited one page, and were quickly convinced that you were their best choice, that’s good. For this reason, Bounce Rate can be a complex indicator. Usually, more factors and deeper analysis need to be considered when analyzing your website Bounce Rate.
For example, if you have a high Bounce Rate combined with a low Conversion Rate, this would indicate most are saying “no” to your website. On the other hand, if you have a high Bounce Rate along with a high Conversion Rate, this would mean most are convinced rather quickly that you’re their best choice. A very good thing.
As you would expect, this measures how long the average visit to your website lasts. This measurement is also best combined with other indicators to fully understand it.
For example, if your website has a lot of Pages Per Visit but a low Time Per Visit, this would indicate your visitors are not finding what they’re looking for, and jumping around from page to page to find it. Not good.
These numbers help you to monitor your marketing efforts overall. If most of your visitors are returning visitors, this would indicate you’re not reaching enough potential new customers. You might need to spend money on Pay Per Click Ads or leverage social media to increase traffic to your website.
The measurements we’ve discussed in this article only scratch the surface as to the full power of Google Analytics. More advanced features include measuring Events, Funnel Visualization, and Mobile Traffic Behavior. We’ll save those features for a later discussion.
For now, we wanted to open your eyes to the potential of Google Analytics. We love Google Analytics because it helps us monitor and analyze our client’s websites. By doing so, we ensure our client’s achieve the highest possible conversion rate. If you want to grow and expand your service business on the internet, you should definitely use Google Analytics too.
How much would you pay to have a company track and analyze your Google Analytics?