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Marketing With Google Analytics: 1. Introduction

Sarah Jamieson - Sunday, March 30, 2014

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Online businesses have a huge advantage because everything online is easily measurable! Most businesses I have surveyed never track and test their processes, so ongoing testing will put you way ahead of the game. It’s easy to keep finding new ways to improve performance.

There is room for improvement in everything connected with your eBusiness.

The results obtained from analytics are scientific. They are the only way to refine and optimize your business and marketing processes for the highest performance!

Remember, exponential growth does not have to just be one big improvement – it is lots of little improvements that add up.

If you neglect analytics: testing, tracking, and optimization then you are throwing away one of the greatest advantages of running an eBusiness.

I know that the following analytics material is somewhat dry and difficult to read. However, I suggest that you make a quick overview of the whole chapter and refer back to the items on an ‘as needs’ basis.

With our Persuasionworks system you can choose to use our analytics or install Google Analytics - or use both.

Tracking with Google Analytics

Google Analytics (GA) is a web site tracking tool provided free by Google. It used to be a system that you paid for, but Google bought out the system and now provide it gratis. You can’t beat free!

GA is intuitive and user-friendly, and it’s perfect for beginners and non-techies and it also has the advanced functionality to keep experienced marketers very happy!

Just because it’s free doesn’t mean it doesn’t have powerful features. Google Analytics will give you “insight payoff” that’s the equal of tracking programs costing thousands of dollars.

What Google Analytics Does for You

Basically, GA shows you:

  • Where your visitors came from;
  • How they interacted with your site;
  • How to improve your site so more visitors take the actions you want them to take.

With this information, you can improve your site and marketing performance to make more sales with higher Returns on Investment (ROI):

  • Sales process – Spot the weak points where you’re losing visitors, and “plug the leaks” to improve conversions.
  • Content engagement – Track visitors’ engagement with your site content and social media. Engagement is key to building relationships, positioning yourself as an expert, and creating loyalty. 
     
    Find out how to improve visitors’ experience on your site so they consume more of your content, revisit more often, and interact more with you.
  • Traffic sources – Compare the behavior and profitability of visitors from each of your traffic sources (such as ads, search engine listings, emails, and keywords). GA will track your visitors from click through to conversion.
  • AdWords – GA integrates with AdWords to provide extra information that can increase performance and ROI. GA automatically tracks cost and conversion rates by keyword and landing page.
  • Most and least popular and effective pages – See which pages are viewed the most and find out which pages are most and least effective at getting visitors to take the actions you want. 
  • Goals – Track how often visitors take the actions that are important to you, like purchasing, signing up for your email list, or even spending a certain amount of time on your site.

Ok, that's the intro to GA. Next blog: Google Analytics and Site Visitors.

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