Increasing the number of visitors to your site is an ongoing process that involves finding your ideal target audience and knowing how to engage with them. It seems simple on the surface, but a lot of careful planning and trial and error go into learning just how to do that effectively. Google Analytics is an incredibly valuable tool that takes much of the guesswork out of reaching new users and retaining them. Here are several tips you can use right now to help emphasize your strengths and weed out inefficiencies.
See how new users compare to returning ones.
Start by clicking on New vs. Returning under Audience. This will show you a table demonstrating how much of your traffic and active site visitors are new users and how many are returning customers. You can sort the data by Goal Conversion Rate, which will show a breakdown of who is ultimately converting. This will let you know if you should be focusing more on cultivating existing leads or acquiring new visitors.
Eliminate internal traffic from results.
Chances are you visit your website often to make sure everything is functioning properly. This is a necessary part of site maintenance, but it can have the effect of artificially boosting the site visits that show up on Analytics. Fortunately, you can add a filter that excludes your own IP address and those of your coworkers from the results you see. Simply click on Filters under the Admin section, and create a new filter predefined and exclude traffic from specific IP addresses.
A webpage that is slow to load can tank your SEO and create a barrier that keeps out new users. In order to find and improve your site’s speed, visit the Page Timings report under Site Speed. The Speed Suggestions report will offer ways to help the performance of any pages that are lagging behind.
Find real conversion rates.
It is often difficult for digital marketers to figure out conversion rates because of traffic from bots and other sources. In order to find the true conversion rate, it is necessary to filter out users who leave the site quickly. Click on Source/Medium under Acquisition and create a new segment where you can customize parameters. Under Behavior, adjust the Session Duration element so that visitors who stayed for less than a few seconds are removed from consideration. This will allow you to see more accurate conversion rates and determine which parts of your site are most effective.
Watch the conversion process.
Learning how new users navigate your site will help you market to them more effectively. To see specific information, look at a Behavior Flow report in the Behavior section. Sort by New Users to get a sense of which pages they are drawn to and how they ultimately decide to become a customer or client. Learning this process step-by-step will help you improve UX for new users and raise conversion rates over time.