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The Top Ten Google Analytics Insights to Improve Your Small Business Website

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In a past blog post, we discussed the various benefits that Google Analytics provides to small businesses. Google Analytics is one of the most popular web analytics services, used by thousands of companies of all sizes across the world. It is the most comprehensive and free analytics tool that allows you to measure your advertising results. It also allows you to monitor website activity, all applications, and your social media performance.

According to Christopher Smith, president of AGI, “Google Analytics provides unparalleled insights into how a website or app is performing and if they are meeting the objectives of the business.”

In this blog post, we’ll discuss six important insights that Google Analytics will tell you about your website.

1. How does your website compare to your competitors’ sites?

Google Analytics offers a benchmarking screen that allows you to compare your website statistics with those of your competitors. This will not only give you a good understanding of how your website traffic compares to that of your competitors, but it can also give you insight into how engaged your website visitors are compared to those of your competitor.

By analyzing statistics, such as average time on site, average click-through rate, and bounce rate, you can gain a better understanding of the areas where you need to improve your site.

2. Where are your website users from?

The tool also offers a map overlay feature that allows you to narrow down to the city level. This gives you much more useful information than viewing your audience from a country level. Depending on the type of business you have, it may be important to know where your website visitors live or work. If you are noticing spikes in traffic from specific areas, it may be worth taking a closer look.

Once you analyze the geographic data of your website users, you will gain a better understanding of where your audience is located, which will allow you to tailor your business to users in a specific region.

3. What content resonates with your audience?

By looking into sessions in Google Analytics, you can organize your data based on the frequency with which each user has come to your website. Google Analytics gives you the option to view what content visitors engage with the most. This offers a great way to analyze what types of content are resonating most with frequent website visitors.

4. What do your website visitors search for?

If you have a search bar on your website, Google Analytics allows you to capture information from each search query performed by a website visitor. You can access this data by selecting behavior>site search. This is an extremely useful tool when it comes to knowing what your visitors want to find on your site.

Once you have access to this data, you can create the content that people are actually looking for. This will ultimately improve your Search Engine Optimization (SEO) efforts as well.  

5. Is your website compatible?

Even if you’re a very advanced computer user, your website visitors and customers may not have strong computer or technical skills. Google Analytics gives you the ability to see what web browsers your users are employing. Once you gain these insights, you can determine if your website is optimized for these browsers. If a majority of your website visitors are using Safari but your website is not compatible with it, you could risk losing a lot of business.

6. How big are your visitors’ monitors?

Google Analytics also allows you to see what screen resolution your customers are using. Having this information will allow you to optimize your site for the most popular resolution among your customers.

For instance, if most of your website visitors are using monitors with higher resolution, it could be valuable to expand the width of your site. On the contrary, if your customers have much lower resolutions, you may want to reduce the width of your site to make sure your visitors are able to see all information on their screens. For reference, high resolutions are usually around 1024x768, while lower resolutions are around 800x600.

7. How are visitors getting to your site?

Google Analytics allows you to see where your website traffic is coming from. For instance, viewers may be getting to your website through a social media post, through a referral website, or by organically searching your website. This will give you insight into your customers’ online behavior. If you’re running any social media campaigns or other advertising efforts to drive website traffic, this tool will help you understand how these efforts are paying off.

8. Where do you rank on Google?

Google Analytics provides data on which keywords are driving traffic to your business. Once you gain insight into your keyword ranking, you can understand which keywords have room for improvement and then optimize your website for those specific keywords. You can also use Google AdWords, which allows you to run pay per click (PPC) campaigns with these keywords.

9. Determining new products, services, or content

By seeing what pages users are viewing on your site and what content they’re spending the most time reading, you can determine what your customers like and dislike. Based on this information, you can tailor your content, or even products and services, based on customers’ preferences.

10. Why do people leave your website?

You can use Google Analytics to understand at what point users are leaving your site. If your website visitors often exit from a specific page, you should consider adjusting the page. For instance, you can include better calls to action or provide links to other pages on your website that are more popular. Google offers another great tool called Google Website Optimizer, which helps business owners improve their website pages’ performance

As you can see, Google Analytics provides various actionable insights from your website that can ultimately improve your bottom line. In our next few posts, we will take a closer look at how you can set up Google Analytics to take your website to the next level.

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