Analytics Insights to Help Grow Your Business

Analytics is a beast that eats up time, money, and resources. But it can also help you grow your business based on hard data and insights into how to improve your product or service. To make the process easier for people without technical skillsets, we’ve created an AI-powered chatbot with analytics capabilities built in!

Google Analytics is a free service that allows users to track their website traffic, visitors and more. However, it’s not just for websites. There are many other uses for Google Analytics Insights. For example, if you’re in marketing, you can use this tool to help grow your business. Read more in detail here: google analytics.

Because far too many firms depend only on marketing analytics platforms for metrics, the questions we ask of our data are typically straightforward: ‘How are we doing against this KPI?’; ‘Have we fulfilled our goal?’; ‘Are traffic and conversions increasing?’ However, our data opens up a world of possibilities for you to expand your company. So, for the sake of this post, we’ll assume you’re already familiar with your top-level metrics, such as traffic and conversions. Instead, we’ll concentrate on uncovering information about your consumers, marketing, and company that you can utilize to expand. And understanding where to search and what questions to ask is the first step in using your website for eCommerce sales, lead generation, or branding and exposure.

Please keep in mind that although this lesson will focus on Google Analytics, comparable information is accessible in many of the most prominent analytics programs.

3 Tips for E-Commerce Entrepreneurs

Because you have access to practically the whole client lifetime, there are a plethora of chances to employ analytics in eCommerce firms. And, unlike lead generation or branding websites, your optimization efforts can be readily assessed based on real sales. These are only a handful of the possibilities presented by analytics in this area.

Internal Site Search No. 1

The first area we’ll look for fresh information is in your internal site search report; this tells you what phrases visitors search for on your website, and it’s a great way to figure out what your consumers want or are puzzled about.

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When looking at the data, consider the following questions:

  • What percentage of site visitors really use the search function? Does a large number indicate that they are having difficulty locating what they require?

  • What are their most popular queries? Is it possible to utilize this data to better your Google Ads campaigns? Or are there any innovative initiatives that you might execute based on these questions? Could you reorganize some of your goods to highlight the ones that are most often looked for? Maybe they’re looking for things you have in stock, but they’re looking for them under alternative names. Whatever you discover, I propose that if you see certain searches occurring often, you try looking for them yourself so you can have a firsthand experience.

  • Another thing to consider is what pages individuals are searching from. The homepage should come as no surprise, but are there any that stand out? Perhaps you might enhance the user experience on certain sites where users seem to exit often through a search.

#2 Time & Sessions to Purchase

The Time to Purchase and Sessions to Purchase sections are the next places to look for information. This view enables you to see how long it takes for someone to visit your site for the first time and subsequently convert. As an eCommerce firm, you must have a thorough understanding of the consumer journey.

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When examining this material, keep the following points in mind:

  • On average, what proportion of visitors convert on their first visit? This question alone may help you decide how to prioritize marketing channels such as search advertising, which are more costly yet deliver qualified visitors.

  • The next step is to figure out how many sessions visitors typically need before they are ready to make a purchase, as well as if there is a point beyond which they just do not convert. This data may assist you in creating a more successful funnel. It may also assist you in determining how to use retargeting and email marketing, which are often used following the first awareness phase.

It’s important to remember that your present marketing will bias this data to some extent. You’re seeking for info that’s different from what you’d expect to find.

#3 Comparison Tool for Models

You may compare various attribution models using the Model Comparison Tool. One of the worst errors you can make when looking at your data in Analytics, in my view, is accepting the conversion statistics at face value; this is because Google Analytics data displays conversion metrics based on the Last Click interaction by default. And this skews your data and insights in a variety of ways. It lends too much weight to the most prevalent final click pathways, such as sponsored search or direct traffic, in particular.

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The model comparison tool is an excellent place to start if you want to learn more. You may look at some various attribution models here, such as First Click, which delivers statistics based on how visitors first arrived at your website, or Time Decay, which gives more credit to the visits that are closer to the final transaction. Here are some questions to think about:

  • When you go from last click to first click attribution, which channels benefit the most? These might be the sources of your first awareness, but they aren’t receiving the credit they deserve in Google Analytics’ default approach. Are you overlooking these in your marketing strategy?

  • Another thing to consider is if certain channels stand out as being more or less successful when compared to other models like time decay or linear. These may be the channels that are successful during the contemplation phase of your funnel but not likely to yield last-click conversions, especially if your organization has a lengthy sales cycle.

Once you have a better understanding of the various attribution models, you can begin to look at all phases of your marketing funnel for new possibilities and to verify that your efforts are operating in concert.

3 Suggestions for Lead Generation Campaigns

Understanding the context of your data and how it connects to your company is critical when running lead generation efforts. It’s simple to have a big gap between Analytics findings and real effect on the bottom line. As a result, I always advocate having someone analyze your data who is familiar with your company strategy, funnel, and entire sales process.

Assisted Conversions are ranked first.

To begin, we’ll look at Assisted Conversions, which track all of the marketing touchpoints in your campaigns prior to the ultimate conversion. This report will help you understand which channels are most effective in the lead up to the conversion for businesses with relatively long lead times. There are likely multiple ways that people come to your website before they actually fill out a form to convert, and this report will help you understand which ones are most effective in the lead up to the conversion.

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Here are some things you should be asking yourself in relation to this report:

  • The most apparent is to look at which sources have the most aided conversions and so play the most important part in the conversion process. As you have a deeper understanding of your client journey, you may identify possibilities to optimize your sales funnel by selecting sources that perform effectively.

  • The second item to consider is if there are any channels or sources with a very high aided conversion to conversion ratio. The greater the ratio, the more probable it is that they are traffic sources in the center of your marketing funnel. As a result, you should consider if the information you’re marketing is appropriate for the customer’s thinking. Alternatively, if you see channels with a low number of aided conversions but a large number of last-click conversions, they may be the most important to optimize for leads.

Exit Pages #2

Your Exit Pages report is the next place to look for insights. It displays the pages of your website where visitors are most likely to depart.

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Before reading this study, consider how you want visitors to interact with your website. Consider where you believe visitors are most likely to leave the site and why they would do so. It’s possible they’ve read a piece of information and are just moving on, or they’re contemplating your service and are merely reading about it since they’re not ready to convert.

  • When reviewing this data, search for pages with a high departure rate as well as a large number of pageviews. These are sites that a lot of people visit, but a large proportion of them decide to depart. Some pages, such as the thank you pages for your forms, may be expected. However, something about the experience on these sites may be leading individuals to lose interest for others. Check out these pages for yourself to see if anything catches your eye. You can also use a heat mapping tool like Hotjar to see how users interact with these sites. Making a change here might have a big influence on your bottom line in the long run.

  • Another topic to consider is if there are any sites with large page views but a low departure rate. Consider why visitors continue to visit these sites and if there is anything that can be reproduced on less successful pages. You may also examine the pages that people visit next to ensure that they have a positive experience on those sites.

#3 Devices, Browsers, Networks & Operating Systems

The Device, Browsers, Networks, and Operating Systems section is the last place to go for information on your lead generation initiatives. This study will assist you in determining whether there are chances to enhance your website’s experience on certain technology in order to increase conversions.

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  • To begin, review the summary of how your site performs on mobile, tablet, and desktop, as well as the percentage of visitors that use each. Whether you see that mobile gets a lot of traffic but little conversions, you should investigate more to see if it’s your website or your marketing that’s causing this. Some traffic sources may have a poor mobile conversion rate, but you must ensure that this is not the case with your core conversion-focused sites.

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  • You may look into individual devices and operating systems that people use in addition to “mobile” and “tablet.” When reviewing this information, look for any abnormalities; if you see any devices or operating systems with conversion rates that are much lower than the rest of your site, investigate more. It’s possible that anything on your site is causing these users to have a different experience. If you can’t test on the device, you may assess the experience using a tool like Browser Stack.

Three Takeaways for Branding Campaigns

Marketers, in my experience, generally fail to successfully use analytics for brand initiatives, instead relying too much on top-level metrics like traffic and impressions. Despite this, the data from these campaigns may help you learn more about who your consumers are, what they’re interested in, and how your business is doing. So let’s get started.

Pageviews Report No. 1

In the pageviews report, you may get vital information into what your visitors find most significant or fascinating.

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The following are some of the questions you should be asking:

  • What pages do users visit the most, spend the most time on, and spend the least time on? This data might help you figure out what matters most to them and what queries they have about your company or goods.

  • Another thing to consider is if there are any sites with high views but low entries. These are the pages that users often go to inside your site, making them very significant to them once they arrive. Examine the departure rates on these pages to determine if they’re high – maybe you’re not offering the information they’re looking for. I also suggest going to each page separately to have a better understanding of the user experience and to double-check the information you’re giving. You may be able to make some simple changes.

#2 Affinity Categories & In-Market Segments

The Affinity Categories and In-Market Segments are the next locations where we’ll look for information. These are locations where you may learn more about what your website’s visitors are most interested in and actively acquiring.

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  • Affinity categories help to give you a picture of your website visitors’ overall lifestyle. One question to ask is if you think the type of people who are visiting your site are likely to be interested in your product? For example, if you sell high-end food products and one of your top affinity categories is Aspiring Chefs, that is likely a strong match. But if you are a fast food company and your biggest audience is Health & Fitness Buffs, that might be off. You can then look back at your campaigns and ad copy/imagery to determine if there is a reason you are driving the wrong people to your site.

  • You should also look to see if there are any affinity groups that have better total website engagement in terms of pages per session and time spent on the site. These might be specialized specialist sectors for whom you run a campaign, or you could create a different marketing campaign with advertising tailored to their unique interests.

  • The In-Market Segments section is similar, but it gives you information on what your website’s users are actively seeking to buy, based on their search history and the websites they frequent. Ask yourself whether your campaigns and marketing are aligned with what these people care about the most. If you’re holding a contest, you may select a reward from one of these categories.

#3 Direct Traffic & Branded Search

Finally, we’ll look at how to measure your brand’s growth, which is very crucial to know if you’re spending a lot of money on marketing initiatives. Your branded organic search traffic, branded sponsored search campaigns, and direct traffic are the three areas I suggest monitoring for brand development. The Search Queries report, which shows clicks and impressions for your branded terms, may be used to track your branded organic search.

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Paid search campaigns appear in the Google Ads report, while direct traffic appears in the Channels report.

These three metrics provide a snapshot of online interest in your brand over time since they reflect individuals who are already familiar with your brand and are actively visiting your website.

  • When you examine this data, you should first consider if it corresponds to your campaigns or marketing activities. As a consequence of earlier initiatives, have you seen an increase in branded and direct traffic? Are there any campaigns or initiatives that you believe had a particularly large impact?

  • Another thing to consider is if there are any outliers in terms of high branded traffic that do not correspond to your efforts. Were there any significant media mentions or viral activity? Is it possible to recreate any of this in order to continue to grow?

Then, as one measure of brand growth that is readily accessible and visible — which isn’t always the case with other brand metrics — you should monitor this over time.

Conclusion

The information and statistics shown here aren’t limited to eCommerce, brand, or lead generation efforts. So, if you believe one of them may assist you with your marketing, look into it. To examine your findings, make sure you go back and forth between analytics and your real website. Often, you will discover some important possibilities to develop and grow throughout this process.

“Turning data into actionable insights examples” is a blog post that discusses how to use analytics and Insights to help grow your business. Reference: turning data into actionable insights examples.

Frequently Asked Questions

How do I use analytics to grow my business?

A: The way how to use analytics is by using the data that you collect from your website. For example, if you have a webpage about cars and go on it once per day for 20 minutes then analyze what happened during those sessions. You might find out that people are only coming to visit because theyre looking at used car deals – so instead of doing more ads or spending money in other places like Facebook or Instagram, focus on driving traffic back to your site

How do insights help businesses?

A: Insights help businesses by providing them with valuable data that they can use to make decisions on how to grow and improve.

What insights can you gain from data analytics?

A: Data analytics is a branch of statistics that allows for the analysis and interpretation of data in order to extract valuable information about it.
This can be done using sampling, by analyzing statistical samples from many different sources, or through surveys among members of a population.

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