In today’s eCommerce world, website traffic is essential for success. Businesses of all kinds are doing everything they can to improve traffic coming to their landing page and reap the multiple benefits it offers which are increased online exposure, enhanced SEO, higher conversion rates, and greater revenue.
Although there are many tools, strategies, and tactics eCommerce companies rely on to achieve their goals, one of the most effective is to use Google Analytics. This is a marketing tool that is used to provide insight into visitor behavior on a website as well as useful data about page performance, conversion, and the effectiveness of various marketing strategies.
However, knowing how to navigate the tool and analyze its reports is important for success. To help you along, here's a simple guide elaborating on five steps you should take to improve your site’s performance using Google Analytics.
Identify and understand your audience
Your audience is actually the driving force of your website and identifying it from the get-go is crucial for success. This is where Google Analytics can come in handy to find out who your target audience is and understand what they want so you can provide them with the services or products they are looking for.
The tool can help you determine your customer’s goals, see how much they are spending, learn what their expectations are, and ultimately improve their experience. For optimal results, you can consider making use of Google Ads agency services to identify your target customer’s demographics and help you expand your reach into lucrative markets. These types of agencies can also help you create helpful Google Ad campaigns to maximize your ROI.
Determine and optimize your highest-performing content
The content is one of the most important aspects of a website which draws people in the most. It should be of the highest quality, engaging, and relevant to the target audience so it can attract customers, expand the fan base and generate more leads.
In general, a website’s content can take many forms such as informative blogs, photos, videos, testimonials, and infographics. However, each of these appeals differently to different people, so it is important that you identify the type of content which draws in the most traffic to your landing page.
Once you do so, you can boost that content across various digital marketing avenues, increase its amount and enhance your customer’s experience by adding a call to action (CTA).
Improve a user’s journey on your website
Your customer’s journey begins as soon as they land on your website. That’s why it is essential that your marketing funnel is designed perfectly, from the initial stage of when a client becomes aware of your brand to the final phase of purchasing a product or service from your official website.
This is where you can rely on Google Analytics to identify the areas and aspects of your user journey that need to be improved so you can increase your conversation rates.
For example, you can use the Behavior flow chart which visualizes the path your customers follow from page to page and converts them by driving traffic through SEO, sending them through the product pages, and leading them to make a purchase.
Use the multi-channel funnel report
As an eCommerce business owner, it can be difficult to know which of your marketing efforts are effective across multiple channels. To get more clarity about this, you should use the multi-channel funnel reports to determine how different marketing platforms contributed to conversions and the type of interactions that were completed before converting.
By looking at these reports, you will be able to highlight which aspects of your website are performing best, which areas need improvement and which ones should be stopped immediately.
Set up intelligence events
Although you should check the performance of your website on a regular basis, it can be difficult and almost impossible to go through every aspect of it all at once. To make things easier, you should consider setting up intelligence events to monitor all site activity efficiently.
These intelligence events actually serve as alerts and will help you assess the performance of various things including:
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Tracking outbound link clicks to other websites;
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Understanding how many customers clicked on email addresses or phone numbers;
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Tracking media downloads;
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Monitoring the clicks on various elements of a page.
Final thoughts
No matter if you have just entered the eCommerce world or have been present there for a while now, increasing your website traffic is essential for success. Although there are many strategies you can use to achieve your goals, Google Analytics is the best to get more insight into your site’s performance.
