Google Analytics metrics for your Business Website

Posted by Siva Karthikeyan on April 25, 2014

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Nowadays, almost all businesses have a website, and they would like to know how their site, that electronic presence, is doing globally. Businesses need to look at how much they are able to retain their site visitors and how much they are able to turn those visitors into profit.

Google Analytics provides insight into the specific data related to every visit to a website, including which pages are most visited, what the demographics of the website are, and more. This helps the webmaster and business strategy team understand any potential problems and improve the content so that it can attract more customers. Though there are many varying factors and metrics available on the Google analytics page, we can see that engagement, page views, sessions, sources and demographics are the key aspects to quickly understanding your customers.

The data source for these analytics is taken from Google Analytics breakdown of an e-commerce based website.

Engagement:

The engagement related metric is very important for the following purposes:

How long are you able to retain customers on your website?
How engaging is the website so that it converts traffic into revenue?

In this example we can see that we got page view sessions around 181-600 seconds, which is very good sign in this case. However this business is losing a lot of sessions where they are unable to retain the users with sessions between 0-10 seconds. So, this implies more focus is required on retaining users for longer periods of time. Ways in which to improve this includes better aesthetics or graphics, improved interactivity and good quality content.

Traffic Sources:

Traffic sources are another important metric which need to be understood as the key element that brings new customers to the website. This helps to determine where the most energy and resources ought to be spent: on the sources which bring more traffic to the website. In this way, you can pinpoint which source contributes more traffic to the site.

In this case, Google’s organic search seems to be bringing the most traffic. The next highest source seems to be direct to the site. Subsequently, Bing’s organic search and Yahoo’s referral seem to bring good follow-up traffic.

Direct - Users who directly type the URL to navigate to the site

Organic - Visitors who are linked by an unpaid search engine listing

Referral - Visitors referred by paid links on other websites

Top 3 important outcomes of analyzing Google analytics data:

Helps you to determine the right SEO Strategy for your website
Helps you understand and mobilize the energy and resources for attracting the right kind of users who can turn website visits into revenue
Helps you determine how to keep the users engaged and how to provide an engaging experience for website visitors

How can you use Capsidea:

Though Google analytics provides many insights and metrics directly based on the data collected through Google analytics scripts, sometimes it can become too much heavy analysis. It can become complicated to interpret the results. Using Capsidea and directly connecting to Google Analytics, or exporting the Google analytics data and analyzing the results helps to focus on the pertinent areas to address it accordingly. For anybody who is new to Google Analytics, analyzing the above said metrics would be a good starting point and then they can move on from there.