If you spend quality time with Google Analytics looking at your business’s website traffic sources, bounce rates, time on site, conversions and so on, then you’re already very familiar with how to measure the success of your digital marketing efforts. But if you’re interested in digging a little bit deeper, here are four more metrics to consider:
Age Demographics: (Audience → Demographics → Age)
If you’ve enabled the ‘Demographics and Interest’ portions of analytics, you have access to even more visitor information, including age, gender, and interest categories. I find age to be particularly useful, as it is another way to make sure that the traffic to your site is qualified. In the case of a car dealer, visitors to the site ought to be old enough to drive. Similarly, if certain age groups are unaccounted for you may need to make some changes to your current digital marketing strategy in order to order to capture the missing subset of potential customers.
Mobile Device: (Audience → Mobile → Devices)
Have you ever visited your website on your phone or tablet? Do you know what the user experience is like? Whether you have a separate mobile site or a mobile responsive website, it’s important to have some sense of understanding of how well you website functions on different devices.
Maybe it works great on the iPhone, but what if all Samsung Galaxy or Kindle Fire users are bouncing after spending mere seconds on the site? You might want to look into that. Perhaps the site is not functioning as it should be on those devices. After all, a slow website, a page error or a non-working plugin is enough reason for a potential customer to look elsewhere.
Site Search: (Behavior → Site Search → Search Terms)
Does your website have an internal search feature? If so, did you know that you can actually see what keywords people are searching with? Just follow these easy instructions to set-up and configure Site Search and you’ll be in business. And more importantly you’ll be able to discern whether or not certain pages or content need to be more prominently featured on your site and / or added to the main navigation.
Site Speed Suggestions: (Behavior → Site Speed → Speed Suggestions)
Back in 2010 Google confirmed that Site Speed was a ranking factor, so why would you ignore it? Not only does Google Analytics provide basic page-level site speed metrics like page views and average load time, but they also more helpfully offer up page speed suggestions (actionable items) and a page speed score, which indicates the extent to which you can improve the load time of a page.
If you’re ready to take your business’ website to the next level, contact PCG Digital Marketing. Our Google Analytics Certified team members understand how to make the most out of these metrics.