Google Analytics is a great way for site owners and online marketers to track the flow of users on a website. It records invaluable information such as the average time spent on a site, the pages with the most visits and the bounce rate (the percent of users that immediately leave the website). The sheer volume of data available ensures that Analytics is one of the most important tools in the digital industry.
Google Analytics uses
Google Analytics helps site owners to build a fuller picture of visitors and, as a result, distribute their resources more effectively. This enables SEO teams and site moderators to modify pages with high exposure, updating content, altering design elements or adding a conversion step.
To some extent, Google Analytics also offers an insight into the type of visitor a site is attracting. Using the different data available, site owners can begin to build a picture of their users. As a result, content and design elements can be tailored to engage a particular demographic, a group of users with the potential to invest in a product or service.
The data provided by Analytics can be used to produce focused (and therefore highly effective) marketing strategies. PPC campaigns can be directed to pages with a high time yield, for example, or traffic can be funnelled to the most relevant landing pages. This has the effect of increasing conversion rates for specified goals.
Similarly, since Google Analytics shows not only which search terms are drawing visitors to a site, but also which particular queries are leading to conversions, domain holders can calculate the most profitable search terms and alter their SEO campaigns accordingly.
Analytics can also be used to try to reduce bounce rate, a key statistic which indicates whether content is engaging visitors. The statistics provided by Analytics demonstrate clearly at which point a user drops out of the conversion path. If that exit is immediate, changes need to be made. Bounce rate statistics can then be used in conjunction with A/B testing in order to monitor the success of two different site designs.