Monthly Archives: July 2013

The Ultimate Small Business Guide to Google Analytics: Landing Pages

In the second of our 5 part series Google Analytics Guide for Small Businesses, we look at ‘Landing Pages’.

Using Google Analytics, you can discover which pages on your website are most often ‘landed’ on. A landing page is simply an entrance page, the first page viewed during a website visit. The Pareto principle often comes into effect here, 20% (ish) of the pages on your website are likely to gain 80% (ish) of the ‘entrance traffic’.

The key here is that : once you are aware of which pages visitors most frequently use to enter your website, you can focus your time and effort towards improving these pages. These are the pages that matter the most, and small regular improvements can have a positive incremental effect on results.

So lets start by seeing how we can discover the most popular landing pages on your website.

Go to: CONTENT > SITE CONTENT > LANDING PAGES

landing-pages

The above shows the top landing pages overall for the website. It may also be useful to look at which pages attract the most entrances broken down by traffic SOURCE.

For instance, 2 useful pieces of information to be aware of are :

1. the top organic (SEO) traffic landing pages.

2. the total number of organic (SEO) traffic landing pages.

Lets look at how we find this data:

Go to: TRAFFIC SOURCES > SEARCH > ORGANIC then you click the ‘secondary dimension’: LANDING PAGES

trafficsources-organic-landingpages

To discover the total number of organic (SEO) landing pages for any given period, you start by selecting your date settings (top right in Google Analytics) and then :

Go to: TRAFFIC SOURCES > SEARCH > ORGANIC then you click the ‘secondary dimension’: LANDING PAGES

trafficsources-total-organic-landing-pages

Google Analytics will usually default to showing the top 10 organic landing pages, but if you look in the bottom right hand side of the screen it will provide you with an accurate total figure.

Total organic landing pages should be a KPI you measure to indicate SEO performance. The more pages on your site that attract organic entrance traffic the better. It means more pages are more visible in organic search.

You could of course look at top direct landing pages, top landing pages from Social – and a plethora more potentially useful metrics using Google Analytics, but hopefully this is a good taster to get you started.

So get started today – discover your top landing pages, analyse the engagement metrics of those pages and highlight any issues that require remedial attention. Then get to it!

Now, have your say

Have you been surprised which pages on your website are the top landing pages?

Any other hints, tips and tricks you can provide to the community?

Leave a comment below or connect with us on Twitter, Google+ or Facebook.

The Ultimate Small Business Guide to Google Analytics

So you are a small business owner, you have a website and you want to improve your results so that you can make more money for less cost, right?

If wrong, please go away and never come back again, this blog is not for you [ :-p ]!

One of the main reasons I love Online Marketing so very much is the fact that all the data you will ever need to enable you to improve performance, is readily available – and FREE!

The businesses that are winning online have a little secret that you need to learn; they have Google Analytics installed on their website, and they actually TAKE NOTICE of the data!

Simple right? Well yes, in a way. But not so straight-forward for the novice Google Analytics operative. It is a very powerful tool, and can be overwhelming.

You maybe know you should be using Google Analytics, but you are not sure where to start? So we thought we would share some guidance to help small businesses use Google Analytics in a pro-active way to help you make incremental improvements to your website performance.

Before we get stuck in, you need to take a step back and clarify in your mind the primary goal of your website. It may be simply to provide information to potential customers, a brochure site. It may be a ‘lead generation’ website, where the goal is for people to either call or complete an enquiry form. Or your goal may be to gain e-commerce sales directly online.

Whatever the goal of your website, keep it close to mind as you observe your Google Analytics data; analysis without direction is just counting numbers. And if you like counting numbers for the sake of it, go and play Sudoku!

So here we go. This is the first part of a 5 part series, and we will start with the important subject of ‘engagement’.

#1 : Engagement

Website engagement is effected by 2 main elements. Traffic ‘Quality‘ and ‘User Experience‘ (UX).

If you are driving poor quality traffic (visitors) to your website, your engagement metrics will suffer. If someone is looking to buy blue widgets and you sell red widgets, they are not likely to engage with your website, for instance!

You may be driving good quality traffic, but the user experience your website provides when people arrive, is sub-par. If this is the case then your visitors are less likely to hang around, and an un-sustainable % will convert leading to a poor Return On Investment (ROI).

And if you are unsure as to why website engagement really matters, lets make it crystal clear here for you –

“Improved engagement leads directly to improved goal conversion rates which leads to more profit which leads to happy business owners!”

The main engagement metrics you should monitor on Google Analytics are:

a) bounce rate (a ‘bounce’ is when someone enters a web page and then leaves without interacting)

You can check your overall website bounce rate as a site-wide figure.

Go to: AUDIENCE > OVERVIEW

Bounce-Rate

 

You can also monitor the bounce rate of individual pages on your website.

Go to: CONTENT > SITE CONTENT > ALL PAGES

page-bounce-rate

If you find that certain pages have a much higher bounce rate than the overall site-wide average, you should try to discover why and fix it, quick!

Remember: lower bounce rate = increased engagement = increased sales.

b) average pages per visit (how many pages do visitors view, on average, when they visit your website)

When your website visitors view more pages per visit, it means they find your website more engaging. This may be because of the design, the speed, the content etc… By improving the elements that lead to enhanced engagement you will improve the performance of your website and increase your sales.

Go to: AUDIENCE > OVERVIEW

pages-per-visit

c) average time per visit (how long do visitors remain on your website)

If all your visitors leave your website in a very short space of time, it is a sign that engagement is low. As you achieve an increase to the average time per visit, you will see an improvement in the performance of your website and increased sales.

Go to: AUDIENCE > OVERVIEW

avg-visit-duration

You can also monitor the average time on a ‘per page’ basis. This can help you to identify the pages on your website which are less engaging, and help to focus your attention in respect to driving performance enhancements.

Go to: CONTENT > SITE CONTENT > ALL PAGES

per-page-avg-time

The areas of Google Analytics we have covered here are just the tip of the iceberg, but never the less you will start to see the benefits that this data can have for your business.

Tomorrow we will be looking at how you can use Google Analytics to review the performance of ‘landing pages’ a.k.a. the pages that people enter your site.

Have your say

How are your engagement stats?

Are there any tips your can provide to the community in relation to engagement?