7 Things You Can Learn About Your Audience from Google Analytics

January 29, 2016

7:00 pm

Small businesses have been analyzing their performance for decades. There are more than 28 million small businesses operating in the US, and around half of them are home-based. Company owners want to know whether ads they run are effective, whether the marketing is hitting the target audience and whether sales are up or down. This process used to be done with spreadsheets and pie charts.

Now, you can analyze how your business is performing using software. If you want to determine how your Internet marketing campaign is working, you will have to have Google Analytics. Because a company’s website is the first impression customers have of your operation, you need to make sure you are doing everything you can to drive people to it. This is where Google Analytics can help.

How Do They Get to You

You can find out whether your customers are using Internet Explorer, Safari, Firefox or Chrome. Google will issue a report that shows you which browsers are used and how frequently. As a business owner, you want to learn whether some of your website’s features are not working with particular browsers and operating systems. If a large number of your visitors are using a system that doesn't suit your website, you will want to make changes. Browser choice gives you an insight on your potential customers. If most of them are using a boilerplate program, like Internet Explorer or Safari, you should make sure the website is user-friendly and easy to navigate. If they use other browsers, they probably know more about the Internet.

What Keeps Them Happy

You don’t want your customers to be bored or they will jump ship. You will want to know where your visitors go when they are bored with your site. You also want to determine what page is most interesting to them when they do stay on your page. This will help you spend your money cost-effectively because you will weed out the pages that aren’t captivating readers. This also will show you where you need to improve. The Top Exit Pages of your website tells you how often they leave you for the competition.

What Catches Their Eye

The Google Analytics keywords report will give you a collection of words and phrases as the main drivers to your site. Look at the rate for each of those terms. This will benefit your business if you cross-referenced them with the number of new visitors versus returning people. You will use this information to create a marketing strategy. When you know what's is catching people’s eyes on your site, you can think backward. For example, you can pick sites to advertise based on what is bringing them to your site. You can make sure your home page reflects the popular subject matter. If you have a health product like kombucha, you might want to advertise the benefits of kombucha on a health and nutrition site.

The Number of Uninterested People

Let’s face it. You can’t win all people as customers. Google will tell you who aren’t coming and those who don’t stay. Even if you get record hits, if they leave, you aren’t going to grow your business. Google Analytics tells you the Bounce Rate, which is the percentage of visitors that go somewhere else without clicking through to a second (or third, or fourth) page. This will help you modify your content to keep them there.

How Long They Stay

Google also can tell you how long they remain on your site, how many pages they visit and what content is holding their interest. When you understand how many pages people review, you can understand what your customer might need. You will see if they visit one, two or three pages. You should consider changing your website if they don’t visit more than one page.

Whether They Are Mobile

Google is all about mobile-friendly websites. The company has penalized small businesses for not having mobile-friendly websites. Therefore, it makes sense that Google Analytics would show you if people are viewing your site through a smartphone, tablet, laptop or other device. If you see that people are accessing your site through their mobile devices, you should think of mobile marketing strategies, such as offering coupons or more on a phone.

If They're Your Millionth Customer

You won’t need balloons, but you will want to know when you have reached a million people viewing your site. Google Analytics provides this information, which is useful for tracking your goals and milestones. This also will relate to the amount of increase in sales you can project.

Using Google Analytics can save the day and your marketing strategy. You just need to understand how to use it effectively. These benefits will give you ideas on how you can proceed.

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Mateil Gavril is president and CEO of He is a creative marketing manager with a proven record of driving revenue gains and brand awareness through the intelligent use of social media.