Google Analytics is a great tool for finding out how many people visit your website and what they do when they are there. Google recently added and improved some features to give you even more information about web visitors.
Two of the most interesting features are Visitor Flow (found under the Audience tab) and Events Flow (under the Content tab). These show you a graphical flow of where your visitors enter your website and what they do next. Breaking visitors down by location, the Visitor Flow tool shows you which page they landed on, where they went next and how many people “dropped out” (i.e. left your website) at each stage, and you can view as many steps as there are until every visitor has left your site. The Events Flow tool works in exactly the same way, but it monitors downloads, videos and external links rather than internal pages. You can even filter the traffic flow into, for example, paid traffic (from Google Ads), mobile traffic or return visitors. It’s fascinating to see the flow of traffic through your website, and you can spot areas where people are leaving and perhaps use that information to tweak your website and encourage them to stay longer.
Another exciting feature is the Social section, which you’ll find under the Traffic Sources tab. This lets you monitor how much traffic arrives via social media networks, and which pages have been shared using the social media buttons on your site. (You do have social media share buttons, don’t you?!) If you run an e-commerce site you can also set goals to monitor how many visitors that arrive via social media channels convert into buying customers. And as before, there’s also a new Social Visitors Flow so you can track their progress through the site.
Perhaps a less exciting but equally useful feature is that you can now easily export reports for nearly every aspect of the Analytics – at the top of each report there’s a button to Export and you can choose spreadsheet or PDF format. You can even schedule it to email you Analytics reports every day/week/period you specify – just click the Email tab.
These new additions, combined with the new Real Time Analytics introduced earlier in the year, mean you can now get an even more comprehensive picture of how your website is working and instantly make changes to improve performance and conversions.
If you don’t yet have Google Analytics set up on your website, or you’d like some help understanding the information it gives you to improve your website, give us a call on 01793 608777 and we’ll be happy to help!