One of the characteristics that differentiate B2B and B2C marketing from traditional marketing techniques is the veritable river of data that flows with digital. It seems analytics can tell marketers just about anything they want to know about their website visitors, social media sources, customer origins and purchase patterns, their website’s SEO effectiveness, and the performance of their pay-per-click campaigns.
7 Ways Analytics Can Boost Your eCommerce Sales and Revenue
In-depth metrics, comprehensive data sets, and easy-to-use interface have made Google Analytics one of the most widely used platforms for monitoring online traffic. Understanding the mysteries of digital marketing analytics opens the door to improving your traffic volumes, customer conversions, and revenue performance.
Here are 7 tips to improving your digital marketing in the UAE:
1. Identify Sources of Website Traffic
Attracting website visitors is the key to digital marketing in Dubai.
To start, go to Google Analytics, click on Traffic Sources > Sources > All Traffic.
This displays where your site’s traffic is coming from at a glance, enabling you to quickly grasp which channels are generating the majority of your website’s traffic and which aren’t performing.
Analyze this data to fine-tune your traffic generation strategies and delete those channels that aren’t delivering.
2. Set up Google Analytics Conversion Funnels
Google Analytics conversion funnels provide insights into the steps your website visitors make when purchasing. A "conversion funnel" describes the customer journey from online ad or search results to visiting e-Commerce sites, through to making a purchase on those sites. Conversion funnels enable you to identify any points in the buying cycle where your website is frequently losing potential customers.
To start, go to Google Analytics > website profile > Admin > Goal > > New Goal setup > Custom.
On the next screen, under Goal description, enter "Thank you" as the name. This brings up the URL for the "thank you" page customers see when after their purchase. This denotes the completion of the conversion funnel.
Under Type > Destination > Continue. Under Goal details and Destination, select ‘Equals to’ in the drop-down menu. In the field to that menu's right, add the URL that corresponds to your thank-you page.Go to Value and click ‘On’. You can then either allocate a monetary value to the conversion or leave the field blank and use Google Analytics' default tracking reports.Under Funnel, click ‘On’. Next, assign names and URLs for each step you want to track in your conversion funnel. Click ‘Yes’ for Required beside each step. You can click ‘Verify this Goal’ to see what your conversion rate would have been, based on data for the past week. When you're finished, click ‘Save’ and exit.
After collecting data for a few days, you can review a graphical display of the funnel visualization report.
To see your funnel display, return to ‘Reporting’, select Conversions > Goals > Funnel Visualizations.
3. Explore Social Media
Seemingly, every digital marketing campaign in Dubai is predicated on social media sites like Facebook, Instagram, LinkedIn, Twitter, Google+, and Pinterest. Tracking the results of your social media is a key component in fine-tuning your digital marketing strategy.
Google Analytics illustrates which networks your audience is using to engage with your business.
To bring up the page displaying your website’s social value click on Traffic Sources > Social > Overview.
The page shows what percentage of website visitors are coming from each social media channel, highlighting which ones are performing best for your website. You can then reallocate resources to build on success or reduce your exposure to social media channels, which are underperforming.
4. Track eCommerce Product Performance
One of Google Analytics’ most helpful features is its ability to track product performance, sales performance, transactions, and time to purchase.
To access this feature, click on Conversions > eCommerce.
You will need to set up your profile to start collecting data. Once your profile is in place, you can track your product conversion rates and understand how your business is performing as a whole.
5. Gauge Website Effectiveness
Custom URLs help you measure the performance of specific Google AdWords campaigns, email blasts, or other content. To make your content as effective as possible, you'll want data on the visitors who land on your pages as a result of those ads, as well as information on the actions they take after visiting those pages and the outcomes of their visits.
To start, create custom URLs using Google's URL builder. The tool lets you add parameters to URLs for custom Web-based or email-ad campaigns. When users click one of your custom links, your Google Analytics account receives the unique parameters, which help identify the URLs that attract users to your content.
After you create the custom URL, it can be found in Acquisition > Campaigns > All Campaigns.
To measure visitor behavior, look at the bounce rate, next page path, conversion rate, abandoned pages, and average session duration. If visitors immediately leave the page, you may need to improve its content or refine its targeting. If significant numbers of website visitors start the purchase process but then leave the website, your payment process may be a problem.
Consumers in the UAE are increasingly using mobile devices such as smartphones and tablets to buy online. Consequently, many businesses want to know how much traffic they receive via mobile devices and how effective their mobile campaigns are. By clicking on Audience > Mobile > Devices, you can see which devices are being used to view your content.
If website visitors are spending time on your website and are clicking through to other links on it, your site is mobile-friendly. If visitors are barely spending any time on your site via their mobile devices and you have a high bounce rate, you may need to optimize your website for mobile users.
7. Identify Landing Pages That Drive Conversions
Digital marketing in the UAE is heavily content driven. Hence, understanding which landing pages and what types of content are attractive to your audience is a critical input into refining your digital marketing strategy.
Google Analytics Reverse Goal Path helps identify high-performing content and provides insights into the content preferences of your website visitors.
To start, go to Reporting > Conversions > Goals > Reverse Goal Path.
This dashboard shows you the previous pages your customers visited before they took an action. If you see a pattern in which pages or content items are leading to conversions, consider allocating advertising funds via pay-per-click (PPC) ads to direct more visitors to that content.
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Becoming familiar with Google Analytics takes time and persistence. However, once you understand its capabilities, you’ll appreciate its value. Analyzing data reflecting different aspects of your website and marketing campaigns eliminate some of the guesswork involved in improving your website’s effectiveness. The long-term benefits flowing from the smart use of Google Analytics are increased website traffic, higher conversions, more sales, and a higher ROI.