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on Oct 19 2016

Keeping tabs on your customers

Google Analytics can give you all kinds of data - but what are the most valuable insights you can take from it?

Google Analytics is a free service (provided by Google) that allows you to gather all kinds of incredibly useful data on customers that visit your website. Understanding how customers use your website and what platform they use it on can give you crucial insights into how you can tweak your website to perform better.

The sheer amount of data that Google Analytics offers can feel overwhelming. How do you know which graph gives you the best view of your intended audience? Which pieces of data are the most useful? Which bits do you need to pay attention to?

We’ve compiled a list of the most important information that Google Analytics can offer to help you make the most of the tools available to you.

1. Are your customers using mobile or desktop devices?

Since mid-2014, more people are browsing the internet on their phones more than on their computers – and this can have a big impact on your website. Is your website fully responsive? If not, you may be missing out on a huge customer base.

Only around 15% of visitors to our site are using mobile devices, but this varies hugely from site to site.

2. Bounce rate

The ‘Bounce rate’ statistic in Google Analytics shows you how many of your visitors leave before visiting any other page. A very high bounce rate can indicate that your website isn’t engaging people as soon as they arrive. As a rule, bounce rates between 40-60% are considered pretty typical, depending on your industry and the audience your aiming for.

If your bounce rate is higher than 60%, it might be time to reconsider the layout of your homepage (which is typically where people land when they arrive at your site, but not necessarily) to see if you can grab a visitor’s attention more effectively.

3. Where are your customers coming from?

Knowing where your customers are coming from can shed light on whether your current campaigns or advertising is as effective as it should be, or show you the channels that you should focus on to attract a wider audience. There are five default channels that Google Analytics separates your visitors into: Organic Search, Paid Search, Direct, Referral and Social.

Within each of these channels, you can see specifically where your users are coming from and therefore focus your marketing even closer.

4. How did they find you?

Expanding the Paid and Organic Search categories will give you access to particular keywords that you customers used to find you. Using this, you can check on the progress of your Paid Google AdWords Campaigns, or see how effective your Search Engine Optimisation (SEO) is at getting your website found.

Linking your Google Analytics accounts to your Google AdWords account will give you even better insight, as you can use the ‘Campaigns’ option in Analytics to view all your running AdWords campaigns and monitor their success.

5. Who is your audience?

Google Analytics gives your a surprising amount of data on the users that visit your site including age, gender, interests and behaviour.

Using this information, you can get a clearer view on who your website is attracting and build a better campaign to target that audience.

Feeling baffled by Google Analytics? We’re here to help. Contact us to find out more.

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