You may be thinking, “Google Analytics is too confusing for me, I don’t want to have anything to do with it!”
True, the charts and graphs can be a bit overwhelming. And even if you have a Google Analytics installed on your website, you’re probably just staring blankly at it for quite some time now.
So in this guide, we’ll focus on how to use Google Analytics to find new customers.
What’s so awesome about Google Analytics?
Google Analytics is a powerful tool that tracks and provides reports on everything you need to know about your website traffic. Many website owners choose Google Analytics mainly because:
- It’s free (standard version)
- It breaks through large amounts of data quickly
- It has a simple, clutter-free interface
- It allows website owners to make informed decisions about their businesses
The last point being the most important of all. As small business owners, our objective is to generate leads and increase conversion rates. If your numbers are flat and you’re not gaining any traffic at all, you will need to rethink your customer targeting strategies.
Google Analytics shows you exactly how to do that.
What do I need to know?
For most website owners, the challenging part is knowing where to start with Google Analytics. It’s easy to get lost in the barrage of data, so before digging your way through the numbers, it’s important to know what you’re looking for first.
For getting new customers, here are the reports you will need.
Audience Overview Report
Audience Overview presents you with some statistics on how many customers have viewed your website for a certain period (you can customise the date range at the upper right hand corner of your dashboard), what country and city they came from, what language they speak, and whether they’re using Chrome or accessing iOS or Android.
Customer Acquisition Report
The Customer Acquisition report gives you information on how your customers are getting to your website. It breaks down all your customer sources: direct traffic, social, referral and organic search.
If you have other channels, like email and paid search, these should also appear in this section, too. This report allows you to see which of your acquisition efforts are working and determine where best to put your time and money on. You can maximise this data to gain new customers as well.
If you’re gaining more customers on Facebook, perhaps it’s best if you can create more engaging posts and run some ads. If organic search works better for you, then you might want to invest in SEO.
Site Content Report
What specific content does my customer want?
The Site Content report answers this question. Under ‘Behaviour,’ click on ‘Site Content.’ From the drill-down options, select ‘All Pages.’ This will show you important information about your existing customers and how they interact with your website: your most viewed content, page views, average time on page, bounce rate and page value.
You can put an opt-in form on your best-performing pages to attract more new customers or increase sales. You can also run ads to these pages.
Your conversion goals could be anything: when a customer fills out a quote form, downloads a freebie, or—if you’re operating an online shop—checks out from your shop.
Under ‘Conversions,’ click on ‘Goals.’ This will take you to this page:
Click ‘Set up goals.’
This allows you to monitor the progression of your conversion, from how your customer arrives at your page to how your conversion goal was completed. You can focus on areas that lead to the highest conversion and work on attracting more customers.
E-commerce Tracking Reports
This report is for those who run an online store.
E-commerce Tracking reports will allow you to track product sales, locations, and purchase amounts. Knowing this relevant info can help you reach out to new customers with similar buying behaviour.
Under ‘Conversions,’ click on ‘Ecommerce,’ then ‘Overview.’ When the prompt appears, click ‘Learn more.’
Now, don’t let your fear of charts and graphs ruin a great marketing plan! You can always start with these basic customer reports first and then slowly make your way towards more complex data. Soon, Google Analytics will go from “nice-to-have” to “must-have” for your business.