“Google Analytics, where would I be without you?”
This is a question I ask myself, and web masters around the world ask themselves, on a daily basis. The website measurement and analytics tool serves as a dipstick into the effectiveness of your current marketing strategies, and into the effectiveness of your website as a whole.
Want to know how many people landed on your website this month? Week? Day? No problem. How about how much time was spent on a specific page. Done. Or have you ever wondered how many visitors arrive to your site from Twitter vs Facebook. Piece of cake.
But these are all the intuitive questions, the obvious stats. Once you’ve quenched your thirst for analytics with the easy stuff, what’s the next step? What more can you learn from Google Analytics?
You’ve come to the right place to find out.
Create custom audience segments
You’ve undoubtedly targeted a specific audience or demographic with a fundraising push, or with a specific message. Applying a customer audience segment to your overall traffic, or to specific webpages grants even more donor insight than you’d get when looking at total aggregated results. Try using your audience personas you developed as guidelines for what different demographics you want to track and report on.
Use funnel conversion tools
Distinguish patterns the way users flow, or navigate, through your site. By understanding where they come in, and where they drop off, will help you plan ways to keep them on the site, longer. Make sure you’re paying attention to what devices are being used to scroll your site. If you’re seeing an increase in mobile traffic, like most websites are, you’ll want to make sure your site is responsive.
Use trackbacks to find fans
If you haven’t been using the trackbacks page, this might be a good page for you to start reporting on. Track backs, located under the social tab, shows you who has been linking back to your website. This informs you on who is advocating for your nonprofit on other websites, and can give you good fodder for your social media outlets to think them for their support.
Implement offline conversion tracking
The problem a lot of marketers are running into is they’re seeing their Google Analytics results as being incomplete. They’re looking at their phone, conversions, then comparing those with their findings on Google analytics, when instead, they should be incorporated. Try looking into one of the many call tracking platforms available on the market today, and integrate it with Google Analytics to incorporate the two.
Take advantage of site speed
The “3 second rule” is never truer than on the Internet. Web visitors will typically give a page 3 seconds to load before moving on. Take a look at how long it is taking for individual webpages to load in Google analytics, in addition to the bounce rates, to give you an idea of how quickly your webpages are loading. And remember, if it’s over 3 seconds, you could be missing out on a donation!