There are many different reports and data contained in Google Analytics. In this post, we will highlight three reports that we find most helpful for taking actionable measures for website and marketing improvements.
Traffic Channel Report
This report can be accessed by clicking on Acquisition > All Traffic > Channels.
This report is integral to see which search channels send the most traffic to your website. If you run certain types of marketing campaigns like organic search, paid search, remarketing/retargeting, social or email, this report shows how these channels perform and which account for the most traffic and conversions to your website.
Depending on your invested marketing campaigns, it’s important to make sure they provide an adequate amount of traffic, high level of user engagement and conversions. If not, then you can dive further into each channel and deduce what improvements can be made.
For instance, if your paid search channel has a high bounce rate (80% or more), low average session duration and a low conversion rate, that’s a clear indication there is an issue with the landing pages visitors are seeing. They should be further investigated for improvement opportunities.
[PRO TIP] Some areas you should focus on when reviewing your landing pages are consistent messaging between ads and landing page, clear main headlines and calls to action, easy to use contact forms (ask only what you need), displaying the most important information above the fold, displaying trust factors like testimonials, and including multimedia like video, etc.
Also, if you invested time and money in a certain outreach campaign like email marketing, make sure you are receiving a good return on your investment with this report. You want to be seeing high levels of traffic, user engagement and ultimately conversions.
This report can be accessed by clicking on Audience > Mobile.
More visitors now use their mobile device to browse the web instead of their desktop computer. As a result, it’s important to review the engagement data of how visitors interact with your mobile site vs. the desktop version. Most times the desktop site is easier to browse so that can be used as the benchmark when making the comparison.
The most important data for comparison purposes would be the bounce rate, pages per session, average session duration, goal conversion rate, and goal completions. If you find that your mobile traffic has engagement stats that are much worse compared to your desktop, you most likely have an issue with your mobile design and should be further reviewed for improvement.
[PRO TIP] Some areas you should focus on when reviewing your mobile website for improvement are fast load speed, easy to use navigation menu, blatant calls to action, use of headings in content for scannability, breadcrumb usage, sufficient font size, site search implementation, easy to use contact forms, any technical errors, etc.
All Pages Report
This report can be accessed by clicking on Behavior > Site Content > All Pages.
The all pages report is useful for analyzing what pages are most popular on your website and contributing to the most traffic. This report allows you to see what content is successful but also the reciprocal, which is how improvement opportunities can be identified and fixed.
We recommend taking a closer look at the bounce rate and exit percentage for all of your most important pages. If you are seeing pages with both high bounce rate and exit percentage with no conversions, that could possibly mean the content on the page is not resonating with visitors and causing them to leave.
Although, depending on the nature of the page, it is possible that a high bounce or exit rate should be taken with a grain of salt. For instance, blog posts in their nature, tend to have higher bounce and exit rates because they are most likely fulfilling the users’ information request and then they exit afterward. But for most core pages on the website, they should be leading visitors to a contact page and hopefully convert.
[PRO TIP] Pages with high bounce and exit rates should still be further reviewed for improvement, though. Some areas you can focus on for improvement are your introduction paragraph, the amount of content on the page, content clarity and understanding, multimedia usage (incorporating images, charts, and videos), use of headings in content, internal linking and calls to action, etc.
Questions or Feedback?
We would love to hear your feedback if this blog post has helped you identify actionable improvements for your website and marketing campaigns. Also, if you run into any issues with these reports, feel free to leave a comment below and we’ll do our best to help you out with a solution.
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