Today I received a call from David, a customer; he told me that for over the past year he had a recognized western company do his SEO and Google Ads, costing him around CA$80,000 – $100,000 per year. But the SEO results were not great, and his customer acquisition costs through Google Ads were too high. He had heard from his friends that TRUE-E is a veteran in comprehensive digital marketing, and thus sought us out to help him optimize his digital marketing strategy. As I chatted with David for half-an-hour, I found that he was very familiar with his website’s SEO, social media, Google Ads, Facebook Ads, and even YouTube, and through his time as a customer he had become half an expert in digital marketing himself. Personally, I like customers like David, because they have higher standards and appreciate our expertise. However, when I asked David about his Google Analytics traffic reports and user flow reports, he replied that he had no idea what they were. I took another look at his website, and as expected, he did not have Google Analytics set up. In fact, thinking back to the past twenty websites I had seen, they all did not have Google Analytics, and so today I’m going to talk about the importance of Google Analytics.
(If you want to know whether or not your website has Google Analytics, send your website link, contact information (phone number, email) and name to firstname.lastname@example.org, and we’ll help you check for free).
Below is an audit of a website lacking Google Analytics by our professional software.
First of all, Google Analytics is FREE!
While many customers spend effort comparing and negotiating discounts from digital marketing firms, Google actually offers many free and useful tools that not a lot of customers know about.
Secondly, Google Analytics is super easy to use!
For example, it can easily do the following:
1. View and breakdown your website’s daily traffic
For example, how many users visit your site every day? How many visits are from old / new users? What’s the average time a user spends on your website？
2. Analyze ad effectiveness
You can see a breakdown of traffic coming from different channels, such as from different search engines, ads, or other media, and figure out which channels are most effective and have the greatest ROI.
3. Find problems with user flow and conversion
For example, a marketing campaign brought a flow of 1,000 users to your website, 10 clicked the sign-up button, but only 3 successfully finished the sign-up process. Now you can analyze: is the home page design deterring users from registering? Is the registration process not user-friendly, resulting in users abandoning mid-way?
4. Know what browser and device users are using to visit your website
If 70% of your users visit your website through their phone, then isn’t it time to convert to a mobile platform?
5. Find out where your most valuable customers come from
For example, a website’s income for 2018 was $200,000; half was from Ontario but the other half was from Halifax.
6. Figure out what users like to do on your website
For example, by looking at the click rates of various types of buttons on your website, you may be able to direct traffic through certain channels by altering the size and details of certain buttons.
7. Experiment with different versions of ads and find out which version users respond best to through quantitative feedback.
8. Know what users are doing on your website
For example, for a website that sells water heaters:
Customer A opened the site’s customer support for 5 min
Customer B opened product details for 4 min
Customer C opened product details for 3 min and customer support for 3 min
I’ve only listed some of the basic functions of Google Analytics here, but if you take the time to investigate the tool, you’ll find many more interesting functions!
TRUE-E Group is Canada’s top comprehensive digital marketing company, with over 15 years’ experience in Canada’s and China’s digital marketing industry. We provide SEO, Google Ads, social media, video promotion, and localized e-marketing services to both Canadian and Chinese companies.
Tel: +1 416 878 0880
For more digital marketing articles, visit www.true-e.ca/blog.
About the author: May, vice-president of True-E Group. True-E Group is Canada’s comprehensive digital marketing firm (includes True-E Analytics, True-E Media, True-E Marketing, True-E E-commerce). With over 15 years of professional experience, we provide website content, design and development, social media platform management, Youtube video creations, and SEO and Google Ads services. We are a Google Partner and specialize in helping Chinese companies enter the North American market and in helping North American companies enter the Chinese market. If you are interested in partnering, please email us at email@example.com.