Google Analytics is a web analytics service offered by Google that provides basic analytical tools to track and report website traffic. Google Analytics measures website, app, digital, and offline data to provide customer insights into the who, what, and where.
Your website visitors are more than page views. They are people that take various actions (or not) when they visit your site, and it is essential to understand as much as you can about them. Google Analytics' tracking and reporting capabilities can provide you with a lot of useful information and actionable insights that you can use to get to know and better understand your target audience.
1. Who Are Your Website Visitors?
Knowing exactly who your visitors are is useful because when you first consider who your audience is, you are usually just making a guess on the best audience so that you can create marketing materials and products or services. However, once you have your site live and your goods and / or services start selling, checking to ensure that you are marketing to the right people helps tremendously.
2. Where Did They Come From?
Knowing how your audience finds you is essential. If your audience is finding you more from one location over another, you need to increase your activities there so you can get more of that traffic. In Google Analytics, you can find this information under "All Referrals" (which is under "Traffic Sources").
3. Where Is Your Audience Located?
You can use the Geo-Location area of analytics to learn where your audience lives. Even if you are marketing worldwide, it is useful information to have, because the location of your audience does help you make some assumptions about their personalities and values.
4. What Do They Do on Your Site?
You can map what each visitor does on your site so that you can see which menu items or pages are most popular. Mapping visitor activity will help you determine what type of content you should put more of on your website. Put more of what they are reading and viewing on your site to attract more visitors like them.
5. What Do They Want?
By analyzing where visitors go, how they interact, and so forth, you can make some assumptions about what they want from you so you can optimize your pages for more conversions. If they are reading blog posts, then post more often; if they watch and share videos more often, do more of that.
6. Where Are Their Conversion Paths?
Knowing the steps a user takes to reach a buying decision is important because it can help you create paths that work for your visitors based on the conversions already made. This information can help you optimize your sales funnels.
7. What Information Do They Comment On?
If you have a forum, or have comments on your blog, or get emails from people who purchased something from you, what information do they comment on most? Is it positive, negative or indifferent? With that knowledge, you can create more content that gets a better response.
8. Where Are You Losing Visitors?
A bounce is when a visitor leaves a page without taking any further action or clicking links. Where are your visitors leaving your site? Keeping track of the bounce rate for each page will show you which pages need to be improved.
Any information you can get on your visitors will help you improve your website and your business. You can learn a lot by what your current visitors do and don’t do on your site and then use that information to make improvements, add value, and better target your audience.