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Marketing is inexorably tied to sales. If as a digital marketer, you are unable to correlate your marketing actions to the actual revenues, all your efforts are simply in vain. This is why even busy entrepreneurs and CEOs understand that keeping track of conversions is vital to growth in the company. Obviously, the most important tool to keep track of sales and conversions is Google Analytics.
There are many ways a website can increase its traffic as well as its conversion but it is vital to figure out the specific metrics that you are trying to better to improve your brand value. This knowledge can be gained only through a thorough understanding of Google Analytics.
What digital marketing companies in Bangalore can do
The first thing that digital marketing companies ought to learn is how to install Google Analytics and understand what they should be tracking every month. Once you track and observe the trends, you need to act on this information and use it as a guide to develop your website strategy. When you proceed in this manner, there will be nothing stopping you from growing your website and increasing your brand recognition.
That said, there are some metrics that are more important than others when it comes to tracking on Google Analytics. Here is a guide.
- New or unique visitors - For a digital marketer, it is important to track how a new visitor interacts with the website as compared to a returning one. To improve the experience for first-time visitors, you might have to isolate the conversion rates from customers who are already loyal to your website/brand. This is where your website design gains importance. The more user friendly the website, the lower the bounce rate of first-time visitors. Providing a greater user experience will go a long way in ensuring that the new visitors return.
- Interactions on your pages/sessions - There might be several returning visitors to your website who are not converting but it is still useful to monitor their behaviour on your website. This way, you will get a clear picture of what they are seeking and perhaps why they are not yet converting. For example, with the unique visitor page view rates, you can track the time they spent on a particular page, the comments they made etc. Your goal is not just to increase their interaction but also lead them to actual conversion -- by determining how they chose to browse through your website.
- Average duration of visit - This is the average time a visitor spends on your website. This, of course, has a direct correlation with how relevant your brand/product/service is to your customer and how well the website is able to hold up his interest. By tracking this metric, a digital marketer is able to figure out whether the information provided on the website is adequate or overwhelming, if the call to action is straightforward enough and even if the website navigation is confusing or easy.
- Conversion from returning visitor - When you track a returning visitor, you must ask yourself two questions -- why is the visitor returning and if he has still not converted, why not and what can be done to convert this time around. By tracking their movements, it is possible to understand how to entice them to convert.
- Bounce rate - Minimizing the bounce rate of visitors is one of the primary tasks of digital marketing. But with Google analytics, you can track how and why the bounce rate for your website might be higher. This can be anything from a complicated checkout process to expired deals to poor design or even load times that are high.
These are just the primary metrics that will help you keep your website in good health. But Google analytics is a veritable gold mine of resources for the smart CEO. By utilizing it better you will be able to build your brand, optimize your traffic and ultimately accomplish your goal of maximum conversions.