December 15, 2011
Comments Off on Google Analytics For Increased Marketing Effectiveness


Ever wish that you could know the precise effect of given piece of advertising or a marketing campaign? Now you can, by using Google Analytics.

Google Analytics is a suite of website traffic analysis tools from Google. Quite frankly, if you’re not taking advantage of it, you’re missing a huge opportunity for increased marketing effectiveness. By some reports, as many as 50% of the top sites use it, including Twitter and MySpace.

Google Analytics tracks visitors to your site, and provides you with detailed information about which pages they looked at, how long they lingered on each page, and what they were looking for on your site.

Getting Started

Getting started with Google Analytics is incredibly simple. Start by heading over to their website, and setting up an analytics account. It’s free, you just need to register.

Then you’ll be provided with a snippet of code and instructions on how to input it into your site.

Analyzing Online Marketing Effectiveness

The first, and most obvious, use of Google Analytics is simply to track general campaign effectiveness. So after you make an advertising push, you can track its effectiveness by logging into Google Analytics and checking the change in your page visits. It will also track the changes over time, so you can evaluate the stickiness of your advertising.

Most importantly, all the data is recorded in an easy-to-use, visual format, so that you can quantify all your results.

The second use of Google Analytics is for much more detailed tracking. For instance, say you make a major advertising push, and you site hits are way up, but you don’t see much of a difference to your sales numbers.

You can use Analytics to go in and see what went wrong. So perhaps hits were way up on your landing page, your product information page, and your pricing page, but you didn’t have many more conversions. You can also glean valuable information from the time that your users spent on each page. For example, if they stayed on your product information page for 0:05, then you know they probably weren’t very interested. On the other hand, if they sat on your pricing page for a long time before deciding not to buy, then perhaps the price is just slightly too high, and a temporary sale could drive up sales numbers.

In this case, you can tell that your marketing campaign was successful in attracting attention, and that your customers are interested in your product, but that the price point is too high.

You can also glean valuable information from the time that your users spent on each page. For example, if they stayed on your product information page for 0:05, then you know they probably weren’t very interested. On the other hand, if they sat on your pricing page for a long time before deciding not to buy, then perhaps the price is just slightly too high, and a temporary sale could drive up sales numbers.

Google Analytics is an incredibly powerful tool, and will work wonders to help you track and quantify the effects of your marketing campaigns. No top website should be without it.

Thanks!

Sean

Internet Marketing Academy

(Image from TopOnlineSchools)

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