Are you getting the most out of your Data and Metrics? Find out how to Leverage It.
All websites are created for a reason. Whether you’re looking to make your customers aware of your brand, sell your products to them online, or get them to reach out to you, a website is the first point of contact for your business in the digital world.
Now, how do you determine whether your website is achieving your goals? The simple answer – metrics and conversion rates.
Ok, what’s that?
The conversion rate determines the effectiveness of your website. It states whether your site achieves the goal it was created for. All elements of your website design and development should be tuned to boosting your conversion rate.
However, that’s easier said than done. Tracking and optimizing conversion rates are like navigating through the dark seas on a stormy night. You know where you want to go, but it’s still difficult to ensure that you are on the right path to your destination.
Luckily, you’ve got some impressive tools to help you out – Enter Google Analytics. It serves as a compass that helps you navigate your way safely through the dark, story seas of online marketing. And, the best part it’s free.
Yes, you read that right. Google Analytics is free and is available for all to use. The sad part – not many are aware of how to use it the right way. Here, in today’s post, we give you some of the top ways to make the best use of Google Analytics and reach your conversion goals.
Ways to Leverage Google Analytics to Reach your Conversion Targets
Keep an eye on the Bounce Rates
One of the most critical elements of your analytics data is the bounce rate. If you find that a large number of people are leaving your site after just viewing the home page, then you know that there is a problem. You need to work on optimizing the page design by adding more engaging content, eye-catching videos that pull in the attention of your page visitors, call-to-actions that encourage visitors to engage with you and more.
Identify and Target New Markets
By looking at the geographical location of your site visitors, you can identify and analyze the potentials of new markets. Say, for instance you right now focus on selling your products only in a few north-Indian states. But, you have repeat site visitors from the Southern states. Then, it indicates that you should expand your market reach to cater to these new markets, by introducing special offers, discounts and more.
Figure out What Works and What Doesn’t
A look at the pages that have generated traffic, conversions and results is an excellent way to figure out what content resonates with your audience and what doesn’t. For instance, if a blog post was shared and liked several times, then you know that your audience liked it and you can provide them with other similar content.
Find out what resonates and connects with your audience and create more of that.
Attribution Plays a Crucial Role
By using the attribution data points available in the “model comparison tools”, you get better insight into which marketing channels work and what don’t aid in the conversion. The default attribution setting is “last interaction”. But, you can change it to “First Interaction”, to figure out how each channel helps in boosting conversion rates.
Analyse Behaviour Flow
Google Analytics is indeed a life-saving tool for digital marketers. It doesn’t just provide you with the basic metrics like traffic volumes, click-rate KPIs, etc. instead, when used the right way it can help you figure out visitor intent, which is highly valuable.
By extrapolating the visitor intent using the “behaviour flow” tool in the Google Analytics dashboard, you can convert your raw statistics and numbers to provide visual charts that help you in deciphering the intent of your web visitors.
You can find out which pages they interacted with, the points that they became disengaged and moved away from your site and so on.
All this information can be further used to refine and optimise your site design.
Identify the Sources of your Website Traffic
Knowing where your visitors are coming from is absolutely crucial. You need to know whether they landed on your site as a result of organic search results or where they driven from paid ads. Finding this difference can help you identify the right modes of online marketing to take in the future.
It also shows you the effectiveness of various digital marketing methods you have employed. Say, if your organic rankings are working well, then you can be assured that your blog posts are on the right track. On the other hand, if you don’t have sufficient traffic from social media sites, then it means that you have to work more on your social media strategy.
Analyse the Flow of Users
one of the most underrated features in Google Analytics is the “User Flow” metrics available under “Behaviour Flow.” Understanding and analysing the behaviour of your customers and the way they interact on your site is essential to fully understand, what appeals to them and what doesn’t.
Unless you figure out the likes and dislikes of your target audience, you cannot make the right changes.
Make the Best of Attention Grabbing Pages
The length of time your visitors spend on a particular page is a vital piece of data. Once, you have figured it out, you have to leverage it to boost conversions and improve sales. When you know that a particular section of your site captures the attraction of your users for the most time, then it means that you’ve got it right.
Placing a relevant call-to-action or offering a discount or coupon code at this point is likely to boost your conversion rates and lead to sales.
Mobile Vs. Desktop – You need to Cater to All
Using Google Analytics data, you can easily figure out whether your web traffic is coming from mobile devices or desktops. Today, more and more people are using mobile devices for internet browsing and online shopping.
If you haven’t optimised your website to provide an optimal experience to mobile users, then you have to fix it right away. Better still, opt for a responsive website design so that your users get the best experience, irrespective of the device they’re on.
Keep on eye on mobile bounce rates. If your website has less than optimal loading speeds and responsiveness, then you are bound to lose out a large chunk of your mobile visitors.
Look out for Cross-Channel Attribution
Looking at aggregated data will give you a much better idea about which marketing channels are influencing customer conversions. Mostly, people use last click as the preferred model. However, with Google Analytics, especially the version Analytics360, you can get a closer view of the different channels.
With this data, you can make smart decisions and decide on the best ways to capture and close sales.
Focus on Customer Visits from Keywords
Using Google Analytics, you can easily find out the keywords that people are using to reach your website. What are the keywords that people used to land on your site. And, most importantly are these the keywords you want to be ranked for?
Say, if you specialise in yoga apparel but people you search for yoga equipments are landing on your site, then it means that there’s some mismatch and you need to alter the content of your webpage to improve keyword relevancy.
Additionally, Google Analytics also shows you which keywords that you want to rank for but aren’t ranking.
Make use of Google Search Console
The biggest of organic search traffic data is tied up in the Google Search Console. However, not many website owners integrate Google Search console data with the data from Google Analytics. Once you do this, it opens a treasure mine of metrics and analytics that can help you know more about your site.
Finally, Don’t Just Focus all your Efforts on one Metric
When doing so, you end up missing the big picture. Or worse still, you end up arriving at the wrong conclusions based on one data element, without putting it into context with others. So, make sure to use all the components of Google Analytics to arrive at the right decisions and boost your conversion rates.
Boosting conversion rates is like going to the gym. The first few days are the hardest. But, once you get into the groove, the long-term impacts are indeed tremendous.
Are you ready to get started today?
For the best analytics support for your website and to redesign or optimise your webpages, get in touch with our expert Metrics and Analytics team here at Webfries.
- Keep an eye on the Bounce Rates
- Share it with your audience on social networks like Facebook, Instagram, Twitter, etc.
- People buy your products.
Sorry, to burst the bubble, social media marketing doesn’t work that way. The consumer journey isn’t a linear process and it takes more time and effort to get your target audience to click on the “Buy” button.
So, what’s the good news?
Enter Social Media Ads! A reliable way to increase leads and boost your sales.
Did you know that the number one activity among mobile internet users is spending time on social media? Yes, social media sites triumph the time spent on Google and email!
Here are a few mind-boggling social media usage statistics:
- According to Statista.com, the number of social media users worldwide is expected to reach a whopping 2.77 billion people by 2019.
- Facebook is the most widely used social media platform with 79% market share, followed by Instagram 32% and Pinterest 31%. LinkedIn and Twitter have 29% and 24% market share respectively.
- 51% of Instagram users check the platform daily, with 35% confirming that they access it several times in a day.
- 22% of the world’s entire population use Facebook.
- Nearly 80% of time spent on all social media devices today happen on a mobile.
From these numbers, one can understand that social media is pretty big and is getting a lot bigger. If you don’t advertise on it, you’re missing out on a massive chunk of your target audience.
Why use Social Media for Marketing?
Today, almost everyone is hooked to social media. Be it the young hip millennials or the older baby boomers and every other generation in between, today almost everyone has at least one social media account.
For businesses, this present an excellent opportunity – the potentials offered by these networks to grow your business is endless. Facebook, Instagram, Pinterest, Twitter, Google+, SnapChat – these are a few of the top social media networks that you need to have an active presence. Be it any business, established or startup, big or small – all brands need to have an active social media presence if they want to thrive.
Everyone of us are guilty of this. You scroll through your Facebook or Instagram feed, only to get gorgeous pictures of sponsored ads. The picture is so tempting that you give into it and click on the ad to reach the site of the brand and end up buying.
That’s the power of Social Media Advertising in a nutshell. It reaches out to your audience right where they are and helps them in converting.
Now, that you’re convinced to jump onboard with social media ads, here are the best tips from our social media marketing team to help you nail your social media ads.
Build a Game Plan and Stick to It
Just like you don’t shoot in the dark, when it comes to social media ads, you need to have a solid strategy. Define your long-term and short-term goals. For starters, create a quarterly goal – define the number of ads you want to post every month/week, identify content and allocate the budget for it.
At the end of the period, review your feedback and then revise your ad strategy to boost results. Also, remember that the ultimate goal of all your social media ads is not to just attract customers but to get them to convert. Tailor all your ads to meet this goal.
Choose Social Media Platforms after Plenty of Thought
You have to understand that organic reach is declining rapidly, and short-term strategies never work. Instead, look to build a sustainable marketing strategy that works over a long period. Just because there are plenty of popular social media platforms, it doesn’t mean you have to use them all.
Be selective in choose the right social media networks that suit your brand. Think about your goals – do you want to engage with customers? Do you want to build brand recognition? Do you want to generate new leads?
Depending on the answers to the above questions, you can pick the right platforms that work for you. For instance, if you’re a fashion brand, then LinkedIn is not the place for your ads. On the other hand, Instagram and Pinterest are the ideal platforms for you, as you can partner with influencers to increase the reach of your products.
On the other hand, if you want to engage and interact with your audience, then Twitter ads work out the best for you.
Be Clear of Whom you Want to Target
Knowing your audience and identifying them is half the battle won. It never works out if you do generic ads with the aim of captivating your entire audience set. You need to identify buyer personas and target the right people, at the right time, in the right places with the right message.
Start by familiarizing yourself with the demographics of your target audience. Here are a few classification categories:
- Social status
- Geographical location
- Income levels
Ok, with that said, identifying and defining your buyer personas takes time and resources. But, that’s well worth the effort.
Build and Grow your Social Media Follower Base
This one doesn’t happen overnight. But, you need to work your way to build your follower base. If you want your social media ads to work best, then you need to have an organic fan base. To build your follower base, you need to post organic and relevant content. Be genuine. Let the authenticity of your brand shine and your posts should reflect the personality of your brand and products.
Promote posts organically. Connect with your audience, answer their queries and slowly over time, you would have created a significant follower base.
Modify the Voice of your Ads to your Target Audience
If you want to engage with your audience successfully, then you need to talk their language. By language, we don’t mean the spoken language but the tone and voice. If you want your ads to resonate with them then you have to focus on what they care the most about.
This is why, it’s essential that you spend time on identifying the right buyer personas.
Use A/B Testing to Tweak your Social Media Posts
The key to a successful social media advertising strategy is to continuously tweak your social media posts and ads based on customer feedback. The easiest and most effective way to do this is with the help of A/B tests. It helps to refine even the minutest details of your ads and posts, thereby making it highly optimized and effective.
In A/B testing, you show different versions of the same ad to two different sets of your audience. Based on the feedback, you then tailor your content and pick the one that’s most effective. For instance, if 20% of people clicked on Version A, whereas 60% clicked on Version B then you can know that Version B is what works.
Diversify Spending across Several Social Media Platforms
You would have heard the old saying, “Don’t put all your eggs in one basket.” This applies to social media advertising. Instead, of spending all your marketing budget on one social media platform, you can diversify it across the appropriate platforms to generate better ROI.
Make Smart Use of Metrics
By using metrics smartly, you can boost your social media ad performance significantly. The idea here is to gather and collect key measures, evaluate them, optimize and use it to improve future ads.
This is one of the most important factors when it comes to social media advertising. You can’t post once in a blue moon and expect it to give huge returns. You have to identify the time when your target audience is likely to be online and reach out to them at the right time.
For instance, if you sell products that are for young mommies, then posting ads during school drop and pick-up hours isn’t the best strategy.
According to research, here are the best times to post on different social media networks.
- Facebook – Wednesday to Sunday, in the afternoons, post-lunch.
- Twitter – Weekday afternoons or evenings.
- Pinterest – Weekday and weekend evenings.
- Instagram – Monday to Friday, post lunch or early evenings.
- LinkedIn – Tuesday to Thursday, early evenings.
Facebook even has introduced a feature where you can choose the time you want your ads to be actively shown. Use this feature to reach out to your audience at the right time.
Finally, Keep on Evolving
Social media is a rapidly evolving platform. What works today, may not work tomorrow or the day after. You have to be on your toes and keep on updating your social media advertising strategy to get the most out of it.
For further guidance and support on the best social media advertising strategy for your business, give us a call at +91-124-4382-633 or reach out to our social media ninjas to help you out.