Optimising digital experiences by using Google Analytics data

[vc_row][vc_column width=”1/1″][vc_column_text]I decided to put together a few thoughts together on using Google Analytics whilst i struggle to get a signal on the Virgin train London bound. This week we launched a new platform for our existing client and partner, Sure Move. After spending significant time analysing their data before we started development on their new site it made me realise how powerful this tool really is.

Businesses who have an online presence should be monitoring how their users are accessing and consuming their content. More so in these modern times as we become ever busier embracing digital services in our lives. Users are almost spoilt for choice in some instances such as online fashion retailing. If the desired content isn’ found in a matter of seconds quite often we will browse to the next store to fulfil our retail requirements.

So how can Google Analytics help shape the digital experiences? The amount of data available from Google Analytics is staggering and when used in the right way the results can be fantastic. Speaking from experience spending extensive time at betfred.com and boohoo.com both of which use web data real-time to maximum effect.

The first stage is fairly obvious, install it! Sounds obvious but its surprising how many online platforms don’t have any web analytics. If you need any advice on how to install Google Analytics please visit the Google Help pages or contact us.

Once installed the next challenge and perhaps the most important is understanding what you want to measure and why. It’s easy to be overwhelmed with the different data dimensions available when Google Analytics fires up for the first time but if you don’t understand your online objectives then you are unlikely to be a success and Google Analytics will be a reporting tool only.

We recommend keeping it simple to begin with and setting SMART (simple, measurable, agreed, realist, timed) objectives such as increase the customers basket conversation in the UK by 10% within 3 months. Following on from the online objectives the related Goals within Google Analytics can be configured to support these. Examples of these could be, Basket to Checkout and Customer Registration.

The activity on your website will determine how much data will be available within Google Analytics, generally we would recommend leaving it a week before starting data analysis.

Once your account has been running for some time you can start to explore the rich data available. We’d recommend initially using the ‘Real-Time’ tab so you can start to view how customers are interacting and with what content in real time. This provides a great way to watch how a potential customer browses your store if we were thinking in retail store terms.

The goals which you configured should also include data showing how the users funnelled their way to the goal and at which point they exited the process.

Various data dimensions will now be available to analyse ranging from customer, location, device through to the referral source such as the keywords used or whether it was organic/paid referrals.
This rich data can then feed back against your original objectives and to your internal teams example, marketing can begin to understand the opportunities that exist, finance can review forecasts against budgets, e-commerce teams can ensure the right content is served up the users and IT can begin to understand the potential loads on the infrastructure.

If you’d like any advice or guidance with Google Analytics or any of our services then please contact our team.

Have a great bank holiday
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