How exactly does Google Analytics help?

Before the internet came along, business owners had very little information about how their customers found them. You’d simply spend your marketing budget on newspaper ads, radio ads, or TV commercials, and then hope that all the extra exposure would help you in the long run.

Which of your ads was more successful? Did people respond better to this angle or that one? What was holding them back from making a purchase? You had no idea. Marketing back then was a bit like shooting at a target while blindfolded.

Google Analytics assists in developing tailored marketing strategies. 

When you first come across Google Analytics, it can seem like a huge, unwieldy elephant of a tool. It contains so much data about your website traffic that it’s often tempting to forget about it altogether rather than face the daunting task of sifting through it.

But in the hands of an expert, Google Analytics can be extremely valuable to your digital marketing efforts. Most importantly, it can tell you what type of people visit your website; which sites they come from; and which pages they spend time on. It can even indicate which products or services they are most interested in.

Based on this info, digital marketers can then develop tailored strategies to target these potential customers and improve your conversion rates.

Back up your decisions with data.

These days, with Google Analytics, you can base your marketing decisions on beliefs that are backed up by solid data. For example, you can see exactly how many people are brought to your site by an email campaign. If a given email performs much better than the previous ones, you can use this insight to tailor future email outreach.

Or maybe you’ll find that most of your traffic comes to you from Google. If that’s the case, you can spend extra time and effort promoting your business on search engines. By improving your SEO, you’ll be able to make the most of your existing strengths.

Google Analytics also allows you to review your website, and test any changes you make to it. If you see that a lot of people ‘bounce’ from your website after checking the Returns Policy page, for example, then it might be time to adjust your policy.

Another useful source of insight is the demographic data. This can often be surprising. Let’s say you own a cleaning company. Most of your clients are middle-aged and relatively wealthy, but Google Analytics shows you that a large number of young university students are visiting your site and then leaving as soon as they see your Prices page. Based on that, you might introduce a temporary 30% discount for students, and then see how it influences your website’s bounce rate and conversion rate.

Fabric can help!

If you don’t have the time or inclination to master the huge mass of valuable data that is Google Analytics, you can hire a digital marketing firm to do it for you. We’d love to hear from you. To find out more about how we can help, submit your details below.

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