You've built your website and have started to fill it with content. Yet knowing your audience and what they want is the key to success. The best way to know your site visitors is through traffic statistics, which is exactly what Google Analytics provides.
Understanding the basics of Google Analytics is easier than you think. Three main elements are key to learning how the platform works and interpreting the data your receive. Having a basic understanding of these principles before implementing content strategy will provide a good foundation for site content.
1. Establishing Visitor Goals
Instead of focusing on overall traffic to your site, define your conversion goals. Outline macro conversions, such as buying a product or contacting you, and micro conversions like clicking on product information, and set up these conversions in your Analytics account as formal goals for recording. This information will help you understand what drives customer conversions and document how your company is actually benefiting from your website.
2. Defining Quality Segments
Advanced Segments in Google Analytics will help define high-quality traffic from your low-quality traffic. Examples of segment names include unengaged, interested, engaged and converted. Unengaged visitors are bounced from the site, while converted visitors finish a macro conversion. Additionally, you can define quality traffic by demographics and device attributes. By applying this segmentation to reports, you will start to see what content aligns with high-quality traffic and low-quality traffic.
3. Reviewing Assisted Conversions
When reviewing channels, pages and content that perform best, you need to make an active decision about your attribution model. You have three choices: last-click, first-click or multi-click attribution. Last-click provides full credit to the contact immediately preceding conversion. First-click attributes the initial channel where visitors first interacted. Multi-channels give equal credit to all content and channels in the conversion path. Learning about assisted conversions is important with multi-touch attribution as all channels, except the one immediately preceding conversion, are considered assisted interactions. Using assisted conversion will help you better understand how data funnels and how to optimize the performance of your content.
The goal of content is to grow traffic. By taking time to define goals, conversions and how information migrates, audiences will spend more time on your site and you will understand better how to engage them. Contact us for more information on how we can optimize Google Analytics for your company.