One of the most powerful tools that you have as a marketer is data. That may sound drab, and you may scoff, but be honest with yourself, data is everything. Think about that for a moment. The data that directs your next step, shows you what your competition is doing, highlights whether you’re succeeding or failing, and so much more is a matter of the right data, right? Where do you get all of the information necessary to gain the upper hand in your marketing push forward? Take into account, Google Analytics. That’s right, the mighty search engine gives you a free option that will give you nearly all the data you can possibly need to succeed today. Not sure about this? Take a look at the following breakdown of what you can get for FREE, by using Google Analytics on your website.
Know Your Audience
The first thing that you are going to find about what this simple option gives you is in regards to your audience. If you have an audience, even if it is a small one, you’ll receive a lot of information about them. Knowing your audience is a good thing. It will help you construct your next step forward. It will tell you what you need to succeed online, and will give you notice of whether your work is in fact getting any sort of attention. If you don’t know your audience, then you’re going to be blindly competing with other sites.
Demographic Break Down
Going further into what you receive when you use Google Analytics, you’ll find that you will see a full demographic break down. You may know your initial audience, as mentioned above, but here’s where you get specifics. You’ll find out what browser people are using, where they are located, ages, sites that they visit often, and much more. Google tracks so much for you, you’ll be surprised by what you will find.
How do people interact with your website? How did people find your site? These two questions will be answered with ease. When you look at the analytic break down, you will be able to determine the answers to these questions outright. When you have this information, you will be able to understand how your keywords are working, if you’re getting visitors from organic results, or advertising that you pay for. You will understand what is working and what is not working, simple as that.
Another aspect of this is that you can get a full overlay of your pages. When you do this, you will find heat zones for your site. You will see how people are interacting with your site, whether or not they are clicking on links that you’re publishing, and more. You will see a heat zone and see what works and what doesn’t.
Unique Visitors or Repetition?
Are you getting new visitors? Or are you visiting your own site 100 times a day? You need to fully understand this. The big thing that you are going to find with Google’s service is that you will see unique visitors that have come through. You will also be able to determine whether you’re receiving repeat visitors. This has a balancing act you need to pay attention to. Think about this for a moment. If you have an ecommerce website, you want repeat visitors to buy things. Otherwise, you will run out of people to sell to. You cannot make money if you are just getting new people to your site. You need return visitors. The same goes for blogging, and more. If no one is coming back to your site, you’ll have a lonely page in no time.
One of the most important aspects of what you’re going to get with Google’s service is in regards to the bounce rate that you have. What is bounce rate? It is the measurement that determines how fast a person lands on your page and leaves. If someone hits your page and leaves within a short span of time, your bounce rate will be quite high. If you have a bounce rate that is above 75%, then you’re going to have a lot of people hitting your page, and leaving. That is not good. If you have a site that you want people to relish in, you need them to stay. If no one is staying, you are going to be going nowhere fast with your website. Bounce rate gives you insight into what is going on with your page.
Why These All Matter
Why does this all matter? Simple, you can learn what is not working. While it’s important to look at what you’re doing right, you should know what you’re doing wrong. That will allow you to cut out what is not working at all. Even if you like doing certain things, if things don’t work, why keep doing them? Consider your website like a fruit tree. If your tree is not producing fruit, you will need to prune it, and hope that it comes back to produce fruit. If over time, it fails to do so, you will have to remove it and replant. The same goes with your website. If you’re publishing a great deal of content, and you are not seeing any results from it, then it’s time to change it up, and perhaps stop publishing in the same manner.
This all matters because in marketing anything, you have to know human behavior. You should know whether or not people are visiting your page. You need to know where they are coming from, why they are coming to your site, whether they are leaving, and much more. The more information you know about what you’re doing, the better off your work will become. If you’re ignorant to all of the data that comes with Google Analytics, you will have a hard time succeeding online. You can’t win, if you don’t know what is going on, simple as that. Google lets you have an inside look at what is going on with your page, and all of the information that they gather, if you just work with them. Google Analytics is free to use, simple to install, and will give you a wealth of knowledge about what is going on with your work.
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