How To Use Google Analytics To Turn Your Website Into A Conversion Machine

Grappus Info
Sep 4, 2018 · 5 min read

How To Use Google Analytics To Turn Your Website Into A Conversion Machine

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Google Analytics and SEO are terms we are all familiar with and they are used commonly in the monetization of websites. While many are familiar with the term and what it generally signifies, here is how to properly use Analytics to profit from it.

For the website owner:

For the owner of a website or the person who runs it, Google Analytics is the be-all tool in terms of monetizing, and monetizing it effectively. Here’s why:

Site metrics: This tells you about the basics of the website. How many people are visiting your site each day, and for how long do they stay on the site? Where do they visit on the web following this? This sort of basic data will help you with the most rudimentary improvements to your site. For example, if people are staying on your site for a very short time (this is known as a high bounce rate), you might realise there are issues with the appearance or functionality of your site. These two are key factors in ensuring your audience.

Site analytics: Where is the bulk of your traffic coming from, geographically? What age groups are mostly accessing your website, what gender? This is relevant across websites, but especially and carefully relevant if you are in e-commerce. Say, A is in an ecommerce business. S/he will want to gear and target the products on that e-commerce site based on the site analytics — meaning that in this case specifically, it largely and very directly impacts their entire business and strategy.

However, the most generically applicable part of Google Analytics pertains to targetting, which we’ll get into in several ways. The most effective targetting leads to effective conversion, i.e, dollars per user who visits your site. This is what will determine how your site becomes a conversion machine, and this is why analytics is so crucial.

So let’s say you’ve set up your website. This involves a lot of effort, in terms of both time and money. Content is also valuable, and the right content can make your website. Given that you have put so much time and money into it, however, you want to multiply your profits. Here, we look at how best to utilize analytics to benefit you, your website and your business.

For instance, let’s look at this case study. A runs an e-commerce business, and runs specific online campaigns based around it.

How does analytics help?

Geolocation

Where is my google traffic coming from?

One of the earliest steps in using analytics helps you pinpoint where your audience is coming from. Geographical demographics give a business owner and those running the website a good idea of where the bulk of their web traffic is coming from. Once you know web traffic demographics, you can then pinpoint your strategy around it.

So say a certain website receives the bulk of its traffic from India. That pinpoints fairly well what the location is, and Google Analytics can in fact provide a great detail of specificity around that geographical area as well. What that means is that A’s campaign can then be structured around details specific to that geographical area. For an example, since he is into e-commerce with an audience mostly from India, the online campaigns he runs on his website (say, seasonal discounts) can be geared towards, in one case, pan-Indian festivals like Diwali, perhaps. The website — and keywords — could capitalise on the online ‘buzz’ surrounding the festival.

So, how is this employed to good use? One of the most effective ways is….

Geotargeting

Many people may have used geotargeting in their online social media campaigns. Geotargeting basically restricts one’s target audience to a specific geographical area. This is one of the best ways to make your website a money-spinner.

This can be done in multiple ways, most primary of these however is having that location-specific content. Once you know the location of the bulk of your internet traffic, the first and most effective response is to tweak your content accordingly. But only looking at those demographics is not enough as that response would be quite generic. Here, Google Analytics gives you an insight into the interests and specific demographic of your audience — for example, the age group. So, for example, A’s e-commerce business mostly sees Indian visitors and most of them are from the ages of 24–35, he knows that he has to target his products and his website towards that. If you, the reader, are running a blog, you will also tweak your content specifically to fit that demographic. This targeting becomes more relevant for an e-commerce business especially, with targeted advertising then executed to fit that specific demographic.

For example, if the website targets mostly Indians from the ages of 24–35, it is likely they are working professionals — so for example, ads for a laptop computer would be appropriate to target. Advertising is the most effective way of online monetization, and geospecification and geotargeting are the first and most crucial steps in doing so.

Another key use of geotargeting is in terms of a site’s landing page. The same website, for example, could have a different landing page — aka, the page a user sees immediately upon visiting the URL. Although it is mostly big business that employ this, it is an effective marketing strategy as the content itself is then targeted towards users from a specific area, decreasing the bounce rate and thereby also advertising a geo-specific product.

SEO

This can be a whole litany of articles in itself. One of the most commonly used words terms in tech today, SEO stands for Search Engine Optimization and refers to optimizing — or making ideal, the content for the desired effect. For example, if we take this into account for a blog, Google Analytics tells us the keywords users in a specific demographic (which we have already analysed earlier) — are searching for. The writer and website owner can then adapt that content to reflect those keywords, thereby driving more traffic towards the website — and refining and re-design of the content ensures it stays there!

Grappus helps you design highly optimised and analytics friendly websites with UX that tops metrics. Visit www.grappus.com today!

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