Why Do Analytics Goals Matter For My Business?

Are you driving people to your website?  Once they get there do they leave before buying?

I like to focus on what these people are doing when they reach the site, so I can turn them from browsers to buyers.

 Analytics can help me learn a lot about how customers use the website, from how long they visit to which pages interest them most.  Use this info to help drive sales.

 Analytics are great to know who’s visiting your site, however, Goals though can help you understand what visitors do when they arrive.  Goals in analytics help you measure how many people take a specific action on your website.  They can be set for big things, like completed purchases, or smaller stuff, like newsletter signups or document downloads.

 Let us understand why the browsers are not into the site and not making a purchase.  We can use, “Goals” in Analytics to find out what pages they click on. And how much time they spend on those pages.

We can also set your Goals to see who is clicking off the site and where this is occurring.  This shows us what pages entice and what pages do not. 

The percentage of visitors who complete a particular "Goal" makes up that Goals' “conversion rate.”  Analyzing the conversion rate can help you make more informed decisions about marketing your business or presenting content on your website.

 So how do we actually set up Goals and view their conversion rates?  It only takes a few clicks to uncover the wonder of numbers.  Lets first decide what you want to achieve for your business.  Goals.

Log into your account to start a new goal.  There are templates for different types of goals such as reaching new customers (acquisitions), driving purchases (revenue), specific area of your site highlighted for (engagement).  You can also create custom goals.  Once you choose a template, you can specify which of 4 types of Goals works for you:  Events, Pages, Destination, Duration.

 Event Goals

Let you track specific actions on your site.  Perhaps you’ve made a blog post that includes a video.  If you want to know if people play the video.  To generate that data create an “Event Goal”.

 Pages/Screen Goals

It measures how many pages a user views.  This will let you know if users are going through your site or clicking out as soon as they click in. 

 Duration Goals

See how many visitors buy something on your site, you could view the traffic to your purchase confirmation page using a Destination Goal.  You can see the date your Goals generate in analytics reporting view and in Audience and Acquisition reports.  Assigning values to your Goals can help.  Consider if you can easily correlate a cash value to one of your Goals- it might make it easier to see how to use your conversion rates to adjust your business plans.  ex. How much money do Newsletter signups spend on the site?  Use this information to help measure your marketing.  If it costs more money to drive newsletter signups than the newsletter brings in, you better rethink your plan.

 Within Analytics, you can set up to 20 goals and if any are “Destination Goals”, you can get even more info by using “funnels” feature.  Lets sum this up a bit- if your traffic is not purchasing, and don’t know where on the website you’re losing visitors.  A funnel visualization can help you see if a page on your site is inconveniencing the user. 

 Let us set up the funnel now.  List out each page your users visit when making a purchase on your website (product page to purchase confirmation).  Enter these URLs into Analytics.

Funnel Visualization Reports show how users behave on each page.  If you see any page activity drop off, you can look into changing that page to help drive sales.  In conclusion, using goals in Analytics can help you focus on the data that most impact your business.  If this helps please like, share, or comment.

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