Tips to Set-up Google Analytics to Get Better Visibility for Site Improvement

The following video helps you find out where your customers are "checking out" with Google Analytics."As a website owner, you should strive to make your site as easy-to-use as possible for your customers. The data in Google Analytics and some of the tricks mentioned above can help you with this important job. Beyond this, there […]

The following video helps you find out where your customers are "checking out" with Google Analytics.

"As a website owner, you should strive to make your site as easy-to-use as possible for your customers. The data in Google Analytics and some of the tricks mentioned above can help you with this important job. Beyond this, there are several more tools like Site Speed Reports, Intelligence, Site Search and Google Website Optimizer which can help you further improve your site," writes Clancy Childs, EMEA Manager for Google Analytics Premium.

Clancy shared a few tips on how to set-up Google Analytics to get better visibility into where your site could be improved -- Per Clancy's post:

Improve customer retention in your checkout by using Goal Funnels
"In GA, you can set up to 20 goals which're pages or events that represent a desired outcome from a customer's visit to your site. Goals can include actions like signing up to a newsletter, requesting a quote or making a purchase. If you've an online checkout, make sure to include the final confirmation (or "Thank You!") page as a goal page (as this is when an purchase has been completed.) When setting up a goal you can also include the steps or pages that the user has to progress through before arriving at the goal page. In the case of an online store, make sure that every page in the process is listed (e.g. "View Shopping Cart", "Select Delivery Option", "Enter Shipping Details", "Enter Payment Details".)," explains Clancy.

"Once you've these goal funnels set up correctly, you can view the Funnel Visualization report which gives you an idea of how many visitors leave your checkout process at each step."

Reduce customer frustration by tracking errors with Event Tracking
If possible, consider putting Google Analytics event tracking in the Javascript error handling code on your site. If correctly set-up, GA will count the number and types of errors that're shown to visitors. By looking at the Top Events report you can see which errors are experienced most often by visitors. Are these caused by confusion in what the form is asking for? Or is it from something like customers taking too long to complete a part of the checkout? Most importantly, is there anything you can do to reduce the chances of a customer running into these errors?

Ensure consistent customer experience across different browsers

Google Analytics: Browser & OS Report

"If look at the Browser & OS report you can see which browsers your visitors use to access your site. This should give you a better idea of which browsers you should test on your site. To go even deeper, choose the option in the Browser & OS report to view how each browser contributes to total goal completions. If you switch between these two views, you should hopefully see similar pie charts where the percentage of visits from a particular browser is roughly the same as the percentage of orders for that browser. If 20% of your visitors use the Chrome browser, you would expect that about 20% of the orders placed would be from Chrome users. However, if you see, for instance, that 10% of your visitors use Safari, but 0% of orders come from a Safari browser, there may be a bug on your site that prevents users of that browser to finish placing an order. It might be useful to further investigate any browser incompatibilities that you discover," Clancy explained.

Here's the video: