Have you ever been wondered how to use the Google Analytics (GA) reports efficiently for enhancing the conversions of your website? Due to the immense data available on the different advantages of using Google Analytics reports efficiently, it sometimes becomes difficult for social media experts to decide which of these GA reports will go in favor of their businesses and their successes.
Google Analytics reports are frequently used by ecommerce sites for assessing their site’s performance and conversion rates, but it is not so easy to predict as to which of these reports really help in boosting conversion rates of their websites.
Standard Reports Categorization in GA
Although, GA comes with 78 different standard reports, but I am going to list here five important custom reports of GA that could be used efficiently for enhancing the conversion of your ecommerce site:
- Traffic Source report
- Audience reports
- Content report
- Ecommerce Overview report
- In-Page Analytics Reports
1.Traffic Sources Report
As the name suggests, the Traffic Sources report is used to provide information related with the traffic on a particular website. This report could be accessed by clicking the TRAFFIC SOURCES section on the left hand toolbar of Google Analytics dashboard. You can also obtain every bit of information about the incoming traffic on your website using this report, which includes:
- Did your website searched by using the URL of your website?
- What keywords have been used by the visitors on search engines to locate your site?
- Do the people visit your site due to your Facebook or twitter updates or simply due to your monthly newsletters mailed to them?
By understanding the mediums through which your traffic is coming to your website, you can learn where to invest properly to gaining maximum profit. You will also get to know that there are majorly four mediums from where the traffic comes to your website, which includes:
- Search engines
- Direct traffic
- Other websites
- RSS feed
While a good website must get equal amount of traffic from all these sources, if your site lacks in getting traffic in any of these sources, you could work hard and invest more to get the sufficient traffic to your website, which will ultimately enhance your site’s conversions.
The Audience reports of Google Analytics offer profound information of your website’s traffic along with the user behavior on your site. Apart from this, the Audience report is also designed to offer information related with various aspects of the users coming to your website like:
- How the audience consumes and reaches your site’s content? (It includes Mobile and Technology)
- Who are your audience? (It includes Demographics, Geo, and Interest)
- User engagement and loyalty (It includes Behavior)
All these information are very useful in determining the user behavior and their preferences, which is necessary for understanding the causes of conversions on a particular website and hence, you can use this information efficiently before investing more in reaching your target audience.
For navigating this report, you have to select “Audience” from the left hand toolbar of Google Analytics Dashboard, which will display the Audience Overview:
The Content report is again a very important report of Google Analytics as this report displays the Page Views of your website and the active users’ percentage on your website. This will also provide you an insight of which of type devices the readers use for visiting your web pages and this information is necessary especially when you are the owner of a website as often, the web pages having maximum page views can be focused more for generating significant conversions on your site by offering better user engagement.
For navigating the Content report, click the Content option in the left hand toolbar on GA dashboard under the Real –Time category.
You can see that it displays that the percentage of active users on different web pages of your website. From this you can interpret, which of the pages are receiving good page views and how to increase better user engagement over those web pages.
4.Ecommerce Overview Report
The Ecommerce Conversions report is one of the most effective reports of Google Analytics that gives you the “outcomes” of your online store. It also gives answers to most of queries of a search engine optimizer like:
- Do you convert good number of visitors this week?
- Do the conversions happen in business hour or after it?
- Which of the traffic sources are major contributors of conversions on your site?
- How much time it takes for users to convert?
- Which of your products or services are most popular and demanded?
- Which of the browsers gives the best conversion rate?
- Do all the browsers bring equal conversions on your site?
All these queries can easily be answered by using the Ecommerce Overview report of Google Analytics, which are overall responsible for bringing conversions to your site. Moreover, if you have a large ecommerce site and you sell immense variety of products on your website, then you can also enable the ecommerce tracking to check from where your loyal customers are coming and their behavior on your website. Here are some key tips to improve the conversion rate of your site.
This report also shows you information related with the total conversions of your site like:
- Total number of transactions occurred on your site
- Total revenue generated on your site
- The average order value that took place at your site in the particular time period
- Total purchased products from your site in the specific time period
5.In-Page Analytics Reports
Being an under-used feature of Google Analytics, the In-Page Analytics report helps you in recognizing the key areas of your website including the links that refers visitors to your website. With this feature, you can easily understand which part of your website is most likely to be visited and viewed by your visitors, which you can use for modifying the layout of your website to retain those key links in the areas where you receive maximum traffic.
For finding the In-Page Analytics, you can search this feature under the Behavior reports of Google Analytics.
When you will click on In-Page Analytics, the exact percentage of where users are clicking the most on your website will be displayed:
With this feature, you can receive the given details:
- The total page views of your website generated in a given time period
- The total unique page views generated in a given time period
- The average time on the website
- The bounce rate of your website
- The average page load time of your site in seconds
- The exit rate of different pages of your website
So here you finally get to know the five important Google Analytics reports that could help in getting your conversion tracked on your website as well as also give you idea of using your strategies more efficiently for bringing significant conversions on your site.
Google Analytics is a great tool for getting clear understanding of your website visitors, but the use of these reports must be done efficiently to maximize the profit of your ecommerce site. Where these reports can give your some important insights about the performance of your website, but if you have some more reports of GA in your mind for enhancing the conversions, you can share here in the comment section.
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