Utilize Google Analytics for Lead Generation
Measuring the success of your campaigns and website is a vital part of growing your business. Google Analytics allows you to track many metrics, see what goals have been completed and to see where the traffic is dropping off. Utilizing Google Analytics will provide you with the information you need to optimize your website and marketing effort to drive the best possible results. For those who measure success by increasing the number of qualified leads, Google Analytics provides key areas that will help you reach your goals
- Monitor Visitor Activity
- Understand User Flow
- Mobile Users Vs. Desktop
- Locate Bounce Pages
- Campaign Tracking
- Landing Page
Monitor Visitor Activity
Monitoring visitor activity is a useful aspect of Google Analytics as it provides information on how users interact with your website. When aiming to understand visitor activity you need to review certain metrics to get the full picture.
- Average Session Duration on Google Analytics is how much time on average a visitor spends on your website
- Bounce Rate is the percentage of visitors who navigate off your website after viewing only one page
- % Exit is the number of exits divided by the number of page views for the page or set of pages. This metric indicates how often a visitor exits a page
- Conversions Rate is calculated as the number of conversions divided by the sessions times 100. Tacking conversion rate tells you how well your account is performing in specific areas.
By monitoring these metrics you can get a better understanding of how long a user spends on the site and how much many users exit on specific pages. Bounce rate will indicate if your landing page needs improvement. With the conversion rate, you will see how the percentage of how many sessions lead to a goal competition. Improving these metrics will lead to a better online experience for your users prompting more leads to enter your system.
Understand User Flow
The User Flow report is a graphic that represents the path users take, from the source through various pages, while also noting where user drop-offs occurred.
By navigating to the Audience and then to User flow you will find a chart that displays the typical flow a user navigates through your website. Use this information to evaluate the visitor’s navigation and create an easier journey for new users to take to complete a specific task.
Websites come in many different designs and layouts with some being confusing or difficult to navigate. Using the information gathered from within this graph you can create a coherent space that delivers an optimal experience for existing and new users.
Mobile Users Vs. Desktop
With the rise of mobile traffic, it is crucial to evaluate the performance of Mobile devices compared to desktop. Understanding how your users enter your site will help you optimise your site and marketing efforts form specific audiences. If mobile traffic has a higher conversion rate than desktop then you might use this information to add bid adjustments in Google Ads for mobile devices.
Having a Mobile responsive and friendly site will help you get more traffic on your site, increasing the chances of winning more leads and conversions
Locate Bounce Pages
When searching for ways to aid the lead generation problem it is important to look at what you are doing right, but it is equally important to see what you are doing wrong or where the improvements can be made.
By navigating to the site content and to exit pages you will be able to see a report with information on what pages carry the most exits compared to page views.
Using this information you can see where you are losing users, and this will give you an indicator on which pages to improve, or add a catchy new call-to-action. This report usually will display blog pages as they are common bounce pages. Users may want to read the blog and not view more pages, this is expected but also poses an opportunity to test suggested content or pop-up forms for newsletter subscriptions.
When using Google Analytics to assess your campaigns use UTM parameters to add tags to your URLs to make it easy to gauge the effectiveness of a campaign. With UTM parameters you can see how the user found you and through what source they came from. By setting the campaign source to google, the medium to CPC and the campaign to winter holiday you know the visitor clicks your ad on in the winter holiday campaign.
This information will show you where to focus your efforts, and track which leads came from each source.
See which social or PPC strategies are more successful and at a lower cost. UTMs are invaluable to sales and marketing teams and allow you to identify key performers to help you generate and convert leads and improve your bottom line.
Under behaviour, go-to site content and select Landing pages. This report will show you information regarding the performance of your landing pages. Organise this report by bounce rate to see which landing pages are having big effects on your bounce rate. You can then filter the report by each goal to see which pages perform best.
Using this information and metrics found on this report you can evaluate your landing page and make the changes needed to improve goal completions, reduce bounce rates and win more leads.
There are many ways to use Google Analytics to evaluate your marketing, sales and lead generation efforts. Hopefully, these 5 tips help you focus utilize Google Analytics to increase the number of lead you received. If you still have questions or would like to find out more information on any of our services, contact us today.