Google Analytics is a valuable tool that can help you increase the Return on Investment (ROI) of your Website. Data in the Google Analytics reports show where conversions are coming from, how much revenue these conversions are generating (if you have Ecommerce set up) and how much they cost (if you have AdWords installed). With this information you can weed out efforts that are not profitable. Below are six areas you can use Google Analytics to increase your ROI.
Email and Advertising Campaigns – Use Google Analytics to compare your advertising campaigns. Which ones are bringing you the most cost-effective conversions? Are you capitalizing on those campaigns? Test different versions of email campaigns and banner advertisements to see which ones perform the best.
In addition to online advertising, use Google Analytics to compare offline advertising effectiveness when that advertising drives visitors to your site. Use vanity or promotional URLs in your ads so you can see which ads are the most effective. Of course you need to take into consideration the cost of your offline advertisements as Google Analytics does not know that information.
PPC/CPC Campaigns – Improve your PPC with Google Analytics integration. Google Analytics can show you how many conversions you are getting from your Pay Per Click or Cost Per Click programs. It can pull in cost data so you see how much you spent compared with how much you earned. You can identify additional keywords to target by seeing which keywords are working for you, while eliminating those that are not.
Search Engine Optimization (SEO) – Are your SEO efforts effective? Analytics will show whether your efforts are paying off. Expect organic traffic to increase conversion rates as your program moves forward. If your conversion rates are not increasing, you may need to adjust your SEO efforts.
Keywords – Are you targeting keywords that bring buyers to your site, or are these keywords bringing traffic that doesn’t convert? Google Analytics will identify which keywords are working to attract quality traffic that converts. These are the keywords you should be focusing on to continue increasing ROI.
Goal / Sales Funnels – Do you have a bottleneck in your online goal/sales funnel that is preventing visitors from converting? Perhaps you have a form step that isn’t working properly, or that discourages visitors from continuing on. Google Analytics can show you these problem pages through funnel visualization. See which steps may be causing your problems and investigate why these steps are causing problems. Then fix them.
Page Performance – Some of your pages may be the golden ticket to getting visitors to convert, while other pages may be causing visitors to leave the site. Using the content report, you can see which pages are leading to conversions and which ones have high exit rates. Some pages by default will have high exit rates depending on the nature of the page, but in general, having a high exit rate is not favorable. You will want to analyze why these pages are not doing well, and take the steps to improve them.
Each of these areas is a great place to start increasing the ROI of your online marketing efforts. Monitoring over time will tell you how well your efforts are working or when you need to tweak them for improvement. Remember to look at your data overall and not just individual points, which can be misleading. Don’t forget that there are often outside costs associated with your online marketing program that Google Analytics cannot see, and these need to be taken into consideration. Using the data gained from Google Analytics, make changes to improve your program so you can become more effective and efficient.