How Google Analytics can help your Business Website

June 18, 2021

Google Analytics is a service offered by Google for analysing site visitors’ behaviour on a website or web page(s). It tracks and reports visitortraffic to a web page, along with information on their browsing behaviour – which are all valuable insights that can help shape the business' success strategy.

Whether you have an e-commerce store or a business website cum blog for your business or brand, you should definitely understand the business aspects of it, and Google Analytics is an incredible and perfect tool to help you with this.

Google Analytics is a powerful tool for surveillance, and has the ability to trace every move a visitor makes on your website – it collects large amount of data from the registration information given by customers when signing up, or from other sources ranging from where they’ve come from geographically, which pages they visit within your site, how long they stay and browse on your site, and how many have bounced off too quickly - from this you can also get the information on their approximate age or age group, and preferences.

For example, if your business is based in North India, that doesn’t mean most of your traffic will come from cities in North India —the majority of your traffic could be coming from the south or even from other countries. Once you analyse this and get an idea of where the majority of your audience is coming from, you can decide to modify your business to better suit those audiences too, if that is within your capacity.

The information you get from Google Analytics’ report, on many people end up purchasing your product(s), how many are returning to make another purchase, and how many are simply browsing and then leaving, etc. can help you decide next steps in marketing. Suppose your product (or service) is more of a one-time purchase (large items like TV, AC, Water Filter, Furniture, Vehicles, and such), then your goal should be to keep getting more and more new visitors into your website, in order to make more sales happen. On the other hand, if it is something that can be repeatedly purchased (like eatables, cosmetics, skin and hair care, and so on), then your goal is to increase your returning visitor count.

Another factor is the bounce rate of your web pages – this is the percentage of people leaving or “bouncing off”your site after checking one page or 2, without making purchases or registering, or whatever you expect your visitors to do, on your site. With Google Analytics you can get this bounce rate number, along with the average time spent by those visitors before bouncing off. If the number is unexpectedly (or even expectedly) high, you could think of modifying your website design, content or product offers so that it is more attractive to customers. You may also find out why customers are not interested, and work on those results in order to generate more interest and sales.

The bottom line is - implementing Google Analytics for your business website will allow you to track and understand your existing and potential customers’ behaviour, what they're looking for, and whether your site has been able to fulfil their requirement. You can use its technology to understand your customers’ requirements, and your business’s progress and shortcomings so you can always keep customers interested and happy.