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Posted by on Aug 29, 2012 in Guides / Tips, Internet |

How to use Google Analytics to improve our websites

How to use Google Analytics to improve our websites

We have repeatedly heard the name of Google Analytics, probably many associate it with a simple tool to measure the number of visitors to our sites, but it is actually much more than that.

For those who manage web sites, is the equivalent or reports the operational departments of a company to pay its senior management. The numbers reflect that there are managers serve to determine the strategy to maintain or improve the performance of the company.

Before going on, I want to visualize our websites and companies-and I’m sure that in many cases literally so, who administer the sites would be the managers, while Google Analytics reports represent data offered each one of our departments. With this in mind, our job as managers is to convert that data into useful information to determine how we can improve our sites from a couple of graphics.

As you may have noticed, Google Analytics measures an incredible amount of variables and traffic aspects of our site, making it a bit difficult to analyze them all in one article, so I will focus on the five most important aspects.

Chart views

Although there is much more information available on the “Overview” we can find a summary of the issues that interest us. The first, is the graph of visits.

This graph allows us to analyze traffic to our site has had over a given period of time. Ideally, as the months go by, the number of visitors increases, or in the worst case, be kept within certain limits. A steady drop in site traffic is an indicator that something is wrong and we must analyze in detail what might be failing, for that we must rely on the rest of the data listed in the report.

Along the graph of visits, a small pie-chart also known as cake or pie-in which we can easily compare the number of new visitors versus the number of returning visitors. The first tells us, of total visitors who visited our site percentage first. Second, it tells us how much we have loyal visitors who found something useful on the site and returned to find more information.

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In my opinion, and back to the analogy of the company, the ideal is to attract new customers. New visitors to consume our content and have the opportunity to increase that another number, ie get more people from catching the site.

Bounce Rate

This is a fact that has many people I know have trouble understanding. In simple words, the bounce rate refers to the number of people entering and leaving the site almost immediately, ie literally bounce.

If a person enters a room and can not find it interesting simply leave and, very likely, will never visit again. A website that has a low bounce rate means that visitors enter and, at least, they click another internal link.

Ideally keep that bounce rate below 50%, in other words, the closer to zero is much better.

Traffic Sources

Traffic sources are nothing more than the place from which visitors came to our site. Basically there are three sources of traffic:

  • Search Traffic: indicates traffic from search engines, Google, Bing, Yahoo, Ask, etc and is closely linked to the use of keywords. This report allows you to see which words that users entered into the search engine and that brought more traffic to the site. If the keywords in this report are those that seek to position and also the bounce rate is high, efforts must be improved in relation to SEO the site.
  • Bandwidth Reference: shows which pages (not search engines) are bringing more external traffic to our site. It also helps us to determine what pages of our site visitors are coming referrals.
  • Direct Traffic: indicates the number of users who come to our site by entering the URL directly in the browser. In other words, it refers to the number of loyal visitors that I mentioned earlier. If Direct traffic is high, it means that the number of new visitors is low, the equivalent of not attracting new customers to a business.

Site Content

The table of contents indicates exactly which are the most visited pages of a site. In the case of a blog, make reference to articles, publications or interesting news. For an online store that has a different page for each product, which is used to determine the item that most consumers seek. Each table entry has its own percentage of bounces, which shall speak for itself quality thereof.

In any case, this metric is used to determine what we should offer more and better quality to capture the attention of our visitors.

Social Networks

Nowadays social networks have a great impact on the general traffic of all sites, Google Analytics knows and recently introduced the ability to analyze these networks as independent traffic sources. With this graph we can analyze which are the social networks that bring more traffic to our site. This way we can determine on which we could be more successful in launching a campaign or strategy should be applied to strengthen our presence in the networks that generate less traffic and achieve larger number of users reached, also identifying new targets that we may not in mind.

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As you can see, Google Analytics is a very powerful tool, and more than a plate of food for the ego, is the perfect weapon to determine the best way to ensure the success of our website.

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