Okay, so we all know that Google Analytics (GA) is, as my colleague Joe Teixeira says, “…the greatest program on the face of the earth.’ That said, how do you use Google Analytics to: make more sales, drive more leads, and make the most of your marketing budget for your company?
The answer is contained in many good books on GA that have been written by authors like Avinash Kaushik, Brian Clifton and our very own, Joe Teixeira. However, you don’t need to read hundreds of pages on GA to begin to make a difference in your organization.
Getting the most from GA is not a hard and fast path that you take every time you log in. Rather, leveraging Google Analytics for optimization is a process. It’s an exercise of asking questions of yourself (and your data) and drilling deeper to find meaningful and actionable information.
Let me illustrate by providing some insights on how to get more from one of our favorite reports: Top Landing Pages. The Top Landing Pages report in GA is truly powerful. With a quick glance you can see which of your pages, well…ahem… stink. How? Well look at that metric right there on the right, “Bounce Rate”
Bounce Rate is a measure of visitors who come to your site and take absolutely no action. Bounce Rate is rare in that it’s a number which has value to every site owner. I can’t think of any organization, company, e-commerce site, marketing manager, etc. who would want a visitor to come to their site and take absolutely no action.
With the Top Landing Pages report, you can see very quickly which of your pages are performing or not performing in terms of their bounce rate. So how do we dig deeper and find a way to take action to improve our site?
See, that was easy! Now that you’ve saved all of that money from your under-performing campaign or landing page, reallocate it into one that is working and… Boom! You’re on the way to being an analytics superstar! Just remember that this is not a one time exercise. Like they say in shampoo; lather, rinse and repeat. Once you have enough data on your new campaigns, it’s time to start all over again.