Top 5: Why Google Analytics is vital for Business Growth

Google Analytics is one of the most powerful tools for analysing the traffic that makes its way to your website. Knowing this information allows you to adapt and change your marketing for the better, and in real-time.

What is Google Analytics?

Google Analytics (or just Analytics as it’s now known) lets you explore the data surrounding your visitors, like how they behave once on your website. Analytics can tell you their age, location and even how they found your website. Any brand that wants to expand and grow their online business should be using Google Analytics; here’s why:

Enhance the user’s experience

When it comes to business decisions, it’s important to make sure that your changes won’t negatively impact your existing customers. You should always seek to enhance the user experience, making things simpler and easier to use. Analytics lets you understand your site’s visitors by identifying their age, gender, location, job and interests. This information gives us a good idea of how the visitors are browsing your site, and what devices they’re using, helping us to understand what technology works best for the user too. For example, if a device breakdown shows you that people are mainly using their mobile or tablet to view your site, you can use this information to make sure that pages are optimised for mobile. It goes further still. If you have lots of organic visitors from a certain location abroad, you could create translations for your site so that the user gets your website in their first language. And using the age and interest categories can help you to understand if your site content and tone of voice is appropriate – if your audience is generally older, using slang should be avoided as it’s typically associated with younger users. Making changes like these can make all the difference when it comes to your site turning prospects into customers.

Put your content in front of the right audience

Analytics helps you identify which search terms – keywords – are used by your visitors to help find what they are looking for. Knowing what keywords were used in the search engines is crucial for Search Engine Optimisation (SEO) as it helps you to anticipate what people will look for in the future. Using Google Analytics to know which keywords people are searching for to get to your site also determines if your content is on the right track. You can use the tool to identify where areas need improving not just for content but your entire website. Which leads us to…

Analytics helps maintain your site’s SEO

Monitoring the health of your website means that you’re always putting the best content out there. Google favours websites that are clear, informative, useful and authentic – analytics will help enforce good practices. SEO is one of the most crucial aspects of your site’s marketing. The more organic traffic your website receives, the more leads – and ultimately conversions – your business will likely gain. Google Analytics uses demographics and interests to influence and improve SEO on your site by creating targeted content for audiences visiting your site, resulting in gained visibility with the Search Engines Results Pages (SERPs).

Reduce website bounce rate

Most businesses encounter large visitor traffic volumes but often don’t make enough conversions. This is called bounce rate and is an indication that people can’t find what they’re looking for. If you have a high bounce rate, you’ll need to dig in to find out why, and Google Analytics can help. High bounce rate is caused by a number of factors. Either your metadata in the SERPs is misleading or spammy, or your website doesn’t properly cater for your user. It could be that your site is not optimised properly, or that your landing page is not attractive enough to get them to commit. It can even be as simple as your site’s layout navigation. Either way, by monitoring your user’s behaviour can help understand why. Look at pages with high bounce rates. Is the content authentic? Are your headers keyword optimised? Do your images make sense? Are the links in your content contextual? Is it selling what customers are expecting? These are all things to consider.

Analytics helps unravel social media data

Social media is a great way to engage with your customers. The good news is that Google Analytics allows you to monitor the traffic that your social platforms bring to your website. You might appreciate that your audience is quite young and spends a lot of time on Instagram, or that your audience uses Facebook in the evenings. You can use this data from Analytics to determine whether your resources should be spent more on these platforms, nurturing leads to your website. Google Analytics helps perfect your content strategy, monitor your users’ journeys and anticipate their buying habits.

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