Google Analytics, Google’s web analytics service that helps track and report website traffic, can help identify poorly performing pages so as to eliminate or improve on them. Many businesses today are adding a Google Analytics tracking code to their site for identifying the same. However, they are seen to stop just there. They do not take up the advantages of the more advanced Google Analytics features that are now available that help understand how users interact with a site. The most beneficial advanced features that are best when considered together include event tracking codes, goal setup, and content experiments. You can hire a professional digital marketing company in Bangalore to help you use these most important Google Analytics features on your site for the best outcomes.
Event tracking codes
Event tracking codes can help you monitor all the micro-conversions on your site. In fact, you can also monitor all the online actions on your site done by users. These actions are triggered as soon as users click on a button or link, or even when they scroll your site by 50%. The actions that can be tracked include clicking on a link, affiliate ad clicks, downloads, video interactions, social actions (shares, likes, follows, tweets), live chat activation, blog comments, product ratings, RSS subscriptions, newsletter signups, form completion, checkouts, outbound links, scrolling, 404 pages, and internal banners. You can also track engagement with embedded maps, video engagement, conversion rates, interactions with custom widgets, and organic rank with custom events.
To use event tracking, you can either do it manually or use an automation technique. In case of manual implementation, you will need the assistance of a developer as it requires JavaScript implementation within the code to trigger events. While, in the case of automated implementation, you can use Google Tag Manager. First, you will have to find where the Events are located under the Behaviour section, and then setup event tracking under the Events subsection. Once you start populating the source code of the site with event tracking codes, you will be able to see the results for more decisions based on actual data.
Goal setup
Once the events are setup, you can monitor them on the dashboard. You can also set up goals based on any of your events and arrange the funnel steps, which will give you detailed information about your customer’s journey on your site. This will further help you to monitor the checkout experience of your site, and see if your site is user-friendly, and the point at which users escape out of a process, which in turn will help you analyze if there is a particular part of the checkout process that users drop off the most. This will in turn help you run A/B tests easily to decrease the drop-out rates.
Content experiments
After monitoring the micro-conversions, you can improve them using Google’s Content Experiments. With Content Experiments, you can create up to five variation pages and then check which pages are most effective. The variations you can incorporate include the content, text of the CTA, and colour or size of the CTA. Content Experiments will then show you which version works best out of all.
By combining all these techniques, you can have a powerful tool in your conversion optimization store that will make your clients happier and business successful. Other important customizations that you can utilize include filters, advanced segmentation, social sharing measurement, custom variables, and cross domain tracking. But, don’t forget to use the above mentioned three most important techniques.
