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There’s more to running a website than just designing it and making sure it ranks. Success or failure can be found in the smallest details, and that’s where Analytics and the different metrics comes in. At first sight, it might look like a jumble of figures and might cause paralysis by analysis, but understanding these can set your digital marketing strategy in the right direction, we broke it down for you.
Many website owners — especially those who have just recently started one — are not familiar with the most relevant metrics they should be looking after. This puts them at a disadvantage against competitors and will probably create missed opportunities that could have helped them rank and convert better.
So, what are the important Google Analytics metrics that you should be checking daily when you log into Siteoscope?
It depends on the type of website you have, but we recommend always keeping an eye on the following metrics:
1. Sources/Medium
One of the most important questions that website owners need to solve is how people are finding their websites. With Siteoscope, you can determine this by looking at your sources/medium metrics.
Looking at this metric daily gives you valuable information about where most of your website visitors are coming from, which, in turn, helps you come up with a better strategy to target them.
Applying Insights from Sources/Medium in Your Strategy
- Revamp your content strategy: If you want to increase the traffic coming from organic search, make some changes to your content strategy. Providing a fresh copy with long-tail keyword terms on your website’s blog page is one of the improvements you can apply immediately.
- Cross-analyze your data: Find out if you’re using the right channel to reach the right audience. For instance, if your PPC ads are not driving as much traffic as you expected, it might be best to shift to a different channel and see if there will be improvements in the results.
2. Goal Conversions
You could be driving traffic to your site every day, but is this actually driving business? You’ll know by looking at goal conversions.
Checking this metric helps you understand if your website is able to fulfill its target objectives – whether it’s making a purchase, submitting a contact information form, or signing up. When you log into Siteoscope, you’ll find the specific goals that you’ve set up in your Google Analytics account.
Applying Insights from Goal Conversions in Your Strategy
- Look at landing pages with a high bounce rate: You would want to focus on the weak areas of your site. What’s wrong with the page? Why isn’t it converting? Look for the low hanging fruit, fix it, and find ways to improve it.
- Look for conversion opportunities on targeted landing pages: Get data from the landing pages that you’ve tracked for conversions. Identify those pages with a low conversion rate and apply quick fixes to drive more conversions.
3. Geo Locations
As Siteoscope integrates data from Google Analytics, one of the metrics that you can track using our tool is Geo Locations. Location data helps you better understand your audience and uncover more opportunities that will help you solidify your strategy.
Applying Insights from Geo Location in Your Strategy
- Align your messaging: Location is often tied with customer behavior. Geo-location activities are often related to customer interest, such as searching for shops within the vicinity. This makes it important to align your messaging to your audience’s interest.
- Create a remarketing list: Looking at the location that has the most visits, create a remarketing list to draw in more visitors. You can either create a discount or offer a free service for that specific area only.
- Use geo-fencing: I’ve covered before how geo-fencing is different from geo-targeting. When you use geo-fence, you’re creating a virtual fence that allows you to target everyone in that specific location. If you want to target people within the vicinity of your physical store, geo-fencing is your best approach.
4. Ecommerce
If you’re running an online store, looking at your Ecommerce metrics will help you get insights on the correlation between sales data and website performance, such as sessions, conversion rate, and bounce rate.
Applying Insights from Ecommerce in Your Strategy
- Use a different approach for new site visitors: If you notice the percentage of new sessions are not as high as the number of users, use a different approach when targeting new visitors. You need to push them further down the sales funnel to get as many conversions as possible.
- Launch a “Win Them Back” campaign: Notice a drop in traffic? Launch a campaign that will prompt customers who haven’t visited and purchased from your website in a while. It could either be sending them discount emails, launching a loyalty program, or any promotion that will bring them out of inactivity.
Tracking these metrics is just half of the battle. The important part here is you give these metrics context to apply the right strategy that will boost your site’s performance.
That’s why you have Siteoscope.
Sign up today and get more valuable insights that translate to opportunities for your website.
