The new version of Google Analytics can help you understand how to sell more of your product and service on the internet. As an SEO copywriter, my job is to persuade more of your site visitors to STAY on your site a little while longer, be motivated to consume more content, and take action (buy from you/take the next step).

Let’s see how I can help you do that with the new version of Google Analytics…

Establish your baseline

First, you need to understand where you are now.

Simply log into Google Analytics and try to answer the following questions:

• How many VISITS do you get each month?
• How many of those are UNIQUE (new) visitors?
• Which pages get the MOST traffic?
• What percentage of those unique visitors convert to PAYING clients or take some kind of action?
• What are your BEST sources of traffic?
• How are visitors VIEWING your content? (computer, mobile phone, iPad)
• What percentage of visitors land on your ‘action pages’ (product pages, feedback forms, download page) and how many of them follow through?
• What are your TOP exit pages?

Now try to analyse the data. The idea is to determine what content makes you the most money. In other words, you need to figure out what types of conversations are rolling money into your bank account. That’s why you need to go to step #2…

Set goals in Google Analytics

Setting goals should help you achieve your objectives faster. Once a visitor completes a desired action on your site, such as a registration or download, that counts as a goal conversion. So, first identify the tasks that customers are expected to complete on the site. Here are some examples:

• Download a free report or whitepaper
• Submit a survey or feedback form
• Send an enquiry
• Add an item to the cart
• Order a top-selling product
• Land on the ‘thank you’ page

To set up goals go to the Conversions > Goals section of the “Standard Reporting” Tab and find the following screen:

 

Let enough traffic flow through your site (this may take two, four weeks or longer) then go to Goal Flow of the Goals section. Goal Flow provides a graphical representation for how visitors flow through your goal steps and where they dropped off, and it looks something like this:

 

If you’re wondering how to interpret the graph above… Google says: “A node represents one metric of the dimension by which you’re filtering the visualization (first column); or a single page or collection of pages (for example, all pages in the wearables directory). A connection represents the path from one node to another, and the volume of traffic along that path.”

Now try to figure how long (how many steps) it takes for a visitor to complete the goal; how many hurdles does he need to overcome and how can you possible shorten the process (eliminate the hurdles!); how visitors navigate each of the steps that you defined.

Use your findings to tweak your site’s content (copywriting!) and improve your online results. If you don’t know where to start or how to interpret that data then hiring an SEO copywriter may help.

Hire an SEO copywriter to create relevant conversations

An SEO copywriter will understand how to optimise your website and improve your online results using your NEW findings. Remember, it’s all about having the right kind of conversations with the people who are LOOKING for what you have to sell or offer. People click to your website for a reason and those that click away without taking any action do that for a reason too. Hopefully, what I have shared with you will help you to start getting better results online.

If you haven’t already log into the new Google Analytics and explore its many features. I haven’t even touched the surface here!