Alright people, we’re gonna get nerdy today! You’ve heard me talk about Google Analytics before, but did you know it’s more than just pageviews and referral links? In fact, I don’t actually use it to check pageviews. I use Wordpress stats on my dashboard for that and use Google to generate more in-depth information on user behavior. That means I want to see why you all showed up here and what you’re doing when you’re on my site. (not like eating grilled cheese in your pjs, but more like which pages you click on :)
(Found in the left panel under Behavior)
First there’s Behavior Flow, which sounds intensely boring, right? But it’s actually helpful in seeing how people move through your site. It’s more than just seeing which parts of your site receive the most clicks. You can actually view the movement between single pages, groups of pages, or events like a video play or a download.
You can use this to see if people went straight from a buy now button to the checkout or if they spent more time on your site before making a purchase. If you’ve created a marketing funnel (a path you’d like potential customers to follow), you can see if the majority of users follow it to the end or exit at some point.
If tons of users are all jumping off at the same point, what can you add to that page/post to make them stick around or capture an email address before they leave?
There’s also info starting from each social network under Acquisition > Social > Users Flow.
(Found in the left panel under Acquisition > Social)
Next there’s social media Channels, where you can see if all that pinning and tweeting is actually doing any good. Above, you can see the majority of new users come through Pinterest, but users from Twitter spend more time on my site. And while only 4 users came to my site through Tumblr, they spend an average of 6:50 on my site! Knowing that, I may have to create a Tumblr account and start sharing my content over there too!
Keywords & Landing Pages
(Found in the left panel under Acquisition > Keywords > Organic)
Any lastly there’s keywords – oh how I love keywords. Keywords and hashtags are like brothers and sisters. I love adding them to posts, I love sprinkling them into headlines, and I love seeing which ones work bring the biggest return.
There are two items I want you to check out under keywords – first, obviously, is the terms people use you find their way to your site. After writing a post about the 12 things I’ve learned from running an Etsy shop, I’ve had a massive number of people come to my site on Etsy-related search queries. This is a good barometer for what type of posts bring new readers to your site.
The second thing to check out, pictured above, is landing pages. (small blue Landing Page link under the graph) While you worked oh so very hard on making your homepage sparkle and shine, people might actually skip it altogether. They’re more likely to come through a post via search engine or clicking a link on social media. Once you know through which pages most people are visiting your site, you can clean them up and add links and info to help them find similar content.
If you’re still not convinced that you’ll use this info right now, put the tracking code on your site anyway. It takes two minutes, it’s free, and when you do decide to do a re-design or create a marketing plan, you’ll have a ton of data on how people use your site ready to go!