Google Analytics is the most (if not the best) powerful tool for analysing and interpreting the data on your website. However some of its most potent applications are hardly ever used. Let’s take a look at some truly amazing tools that you may have never even knew existed.
Count of Visit Conversions
While it is great for you to know the overall conversion rate, why not also learn how many visits it takes before a prospect becomes a client? Google Analytics allows you to observe conversion rates based off a single visit, 2-5 visits and 6 visits or more. You can therefore see what content is attracting the most attention and adapt your pipeline accordingly.
Catching the Whale
You’re likely aware that a “whale” is a term in sales that signifies a rather large client. In Google Analytics, these whales equate to visitors that spend above a certain revenue segment that you can personally set. Not only will you be able to better understand the behaviour of your top customers, but you can also see how their spending habits shift according to sales and marketing campaigns.
Many sites noticed a significant drop in traffic when Google decided to once again modify the metrics involved with the exposure of image searches. You can now apply what is known as “organic image traffic” to better determine any trends in regards to your image tags.
Accounting for the Smartphone
Your website analysis may be thrown off from time to time due the increased amount of inbound traffic from mobile devices. You can apply a filter through Google Analytics that can help screens which are 600 x 600 pixels access your site without any display issues. In other words, you can completely filter out users who have screens of 600 pixels wide or more (these can often present display problems). Considering that m-commerce is the fastest growing segment in terms of revenue, this filter will help to increase the number of inbound hits.
Single vs. Long-Tail Keywords
You need to be able to look at your inbound traffic in terms of keyword length as opposed to the terms themselves. Analytics has a handy feature which allows you to compare the main phrases in relation to long-tail terms that are between 4 and 6+ words in length. You can then see which ones are generating the most leads and modify your approach accordingly.
The majority of those who will land on your blog are likely there to only read what it is you have to say without taking any further action. Google Analytics has another useful resource that is known as a blog bounce remover. You can filter out visitors who have only read a single page and who took no further action. You can then identify the most popular pages/posts and capitalise on their presence without becoming confused with irrelevant data.
Mining Inbound Keyword Traffic
You are able to filter out inbound keywords such as “what”, “how” and “why”. Then, you can better address the needs of the customer in the question-and-answer section of your site. You will discover that you are not addressing some of their most important concerns.
Most reports will typically generate demographic data based upon different regions of a specific area (such as two different cities). Google Analytics offers you another feature known as “brand ripples”. In this case these two areas will then be compared with a target state or county. You will be able to better appreciate micro, local and regional trends.
Hourly Conversion Rate Differences
Do you know if you are receiving higher conversion rates on purchases during out of hours or when your company is open for business? This unique addition enables you to set your default work hours and compare when the majority of conversions are occurring. Should your site be performing better during specific hours, this may signal that you need to adjust your demographic region or audience.
This is a very useful tool if you have been concerned about others generating traffic against your own web profile. You will be able to see any other host names that may not be your own and take the appropriate action. Many of these sites are likely to be fake and utilising black-hat methods such as duplicating your own content.
These applications are only some of the numerous examples that can help you to find the best ways to modify and adapt your website to a changing environment. Still, their importance cannot be overlooked in the ever-evolving world of Internet marketing.