Nowadays, the online marketplace is more powerful than most brick-and-mortar storefronts could ever be. As a business owner during this time, you need to maximize the Internet's power to find your broadest audience. Websites and apps can be set up to provide data about all visitors coming to your site, what they do when they're there, and how long they engage with your content. Keeping track of all this data can seem overwhelming but the trick is to use digital analytic software such as Google Analytics to gain a better understanding. No matter if you’re local or a full e-commerce online business, understanding how your consumers interact with your site will help you improve. Here are some of the metrics that we at Architected Relations check daily to help manage our clientele’s digital marketing and SEO. These few basic metrics alone will help business owners better understand their clientele when using Google Analytics.
Some of the most important data you'll want to track are user sessions. Look at a session as everything a visitor does when they come to your site. This could be as complicated as checking every single webpage and then making multiple purchases or just checking your homepage. Tracking user sessions will allow you to come up with an average for the amount of time that visitors spend on your site, and it will also highlight the web pages that draw the most traffic. With that information, you can begin producing similar content or completely change up your strategy. Think of user sessions as a digital marketing agency researching your target audience.
Knowing where your users are going is one thing but knowing exactly what they've come for is another. Thankfully, Google Analytics can track internal site searches, so you'll know what visitors are looking for. Without this information, you'd be left guessing whether customers just stumbled onto a product or if they intentionally came looking for it. Internal site searches will also highlight if your audience is looking for something you're not yet offering. If possible, filling that void would expand your market and bring in new visitors.
Knowing your audience is the perfect way to produce content that matches their interest. With Google Analytics, you'll be able to do just that. As a business, you need to know who you are targeting and appeal to these demographics. Some of our clients come to us looking specifically for Sacramento SEO and others from various locations just looking to reach a broader audience, each will require completely different digital marketing strategies. Using Google Analytics really helps us gain a deeper understanding when coming up with effective strategies for our clients. Regardless, these tools gather information about which age groups engage with your content the most, what devices they use, where they are located, and even some of their interests. This is valuable because when working with an agency, you can redesign your website to better suit a particular audience and even hand over specifics to their SEO and digital marketing team for more targeted marketing strategies!
Understanding Bounce Rate
Next to user session data, your bounce rate is one of the most important statistics you can gather through Google Analytics. Bounce rate is a term used to describe users who leave your site after just a single page visit. For example, these are people who come to your homepage or view your services and immediately leave. Ideally, you want to cut your bounce rate as much as possible. The lower your bounce rate is, the more engaging your website tends to be for visitors.
The more pages your visitors view, the more likely their visit will translate into a conversion. If they leave immediately, it means you were unable to meet their needs. Google Analytics understands that people come to more than just the homepage. This analytics tool tracks your entire site and compiles all the pages that have experienced the most bounce rate so that you can go about solving the problem in whichever way you see fit.
Start Improving Your SEO and Digital Marketing Today!
With so much to offer, you'd be missing out if you passed up on the opportunity to utilize these metrics coming from your web platform. Whether you are a small business looking to rank locally on google or a large company looking for digital marketing strategies, understanding your users and adjusting your web property accordingly will have a huge impact on your business. You should never be out of the loop on your user interactions. Luckily, you don't have to go about understanding and implementing all this data alone because we genuinely want to help you succeed and attract as many visitors to your platform as possible. No matter where you are, feel free to reach out to us for any questions you may have regarding your web projects!