I mean it, Google analytics (GA) is the bible of my team here in our H.Q. in Makati. Generally, it allows any website owner to track website traffic and sources i.e. unique site visitors – whether in the Philippines or abroad. The latter can then utilize the same to generate statistics relevant to, bounce, search, keywords, sales, etc.
As such, Google analytics is especially useful to Filipino marketers and advertisers. Think of GA as your personalized number cruncher. The best part is, GA doesn’t get sick, requires no dental, and is on call 24/7. =)
Google Analytics Advanced Segments (GAAS)
GAAS allows one to specialize the search and analysis by isolating specific segments of site traffic. For example, you can create one report for purchasers, and another for non purchasers. In passing, one can create GAAS by defining, creating then combining segments. Any market analysis has for its purpose the difference between converted sales and website traffic. Therefore a side by side comparison is extremely useful.
It bears stressing that GAAS goes beyond filtering. The former has more functionality, and is capable of providing historical data. The later cannot. Also, GAAS data can be viewed side by side while profile analytics are usually limited to one at a time.
Benefits of GAAS Tracking in the Philippines
GAAS provides information about website visitor behavior. If you define your segments right you can find out what makes them tick. More importantly you can determine, to a certain extent, the parameter why some visitors buy or opt out. To be more specific:
- GAAS goes hand in hand with marketing campaigns: This way you determine how effective the same is. In general, did your campaign boost relevance, visitors, and sales? Specifically, what ads or platforms worked best for you i.e. social media marketing, email blasts, links, etc.
- GAAS allows you to set a target: This means your actual audience as well as your target audience. The goal is to continually be relevant to regular visitors and increase your market base to other networks.
- Modify Website content: GAAS reports, surveys, statistics, etc. will tell you what works and what does not. You are then able to modify site content to suite your purposes i.e. keywords, content, landing pages, etc.
10 Google Analytics Advanced Segments you should love!
GAAS is relevant for the biggest brands and small business enterprises. Most experts agree that the latter are better served. This is because Philippine SME’s lack actual manpower to generate statistics and surveys. The same also has very limited budget for marketing and advertising. Hence the latter is able to define, direct and maintain their efforts. Below are 10 GAAS for consideration.
These refer to netizens who go to your website and visits only 1 page. Simply put, the visitor did not find anything useful and/or interesting enough. He/she did not bother to click anything.
Bounce visit analytics determine reason for the lack of interest. Some of the parameters for analysis are; keywords, language, paid ads, links, and referrals, etc. Your goal is to provide an incentive for site visitors to move beyond your landing page.
- Non Bounce
This refers to site visitors who linger and click on tabs, make inquiries, etc. These site visitors find something interesting in your website. By determining the same you can build on that. Your goal is conversation i.e. sale, membership, subscription, etc.
- Funnel Drop Out
These visitors were interested enough to linger and even start the process of conversion. But for one reason or another, the same did not complete the process. Understanding
the deal breaker, especially when one was so closed to making a conversion is very important to maximizing your profits. For example, some of the biggest funnel fails include lack of payment processors, limited credit cards accepted, and unreliable shipping services.
- Visit with Conversion
These site visitors got hooked! They visited the website, went thru the funnel and completed the transaction. Finding the reasons why the same converted successfully is extremely important in repeating the same with other visitors.
- First Time Buy Visit
This refers to site visitors who made the purchase, or were converted the first time they visited your website. Stating the obvious, these consumers where either easy to convince or your content specifically targeted the same. Tip: Tell your consumers what you are offering, and describe it clearly and concisely.
- Repeat Visit Buys
You may not have converted them on their first visit, but they returned and made the purchase. Understanding why they left and why they returned is key! Tip: GAAS can be fine tuned to filter the number of visits it took before conversion.
- Brand Keyword Visit
Your site visitor specifically typed in your brand name. This means the same was searching for you! This is a good thing. But why did they search for you, how did they find out about the brand? More importantly did they convert?
- Non Brand (Generic) Keyword Visit
These refer to site visitors who got directed to your website via generic search words i.e. laptop, orange juice, car, etc. On the bright side, chances are you rank high on search engine results. And your keywords are spot on. But you do not stop there. You want to know exactly what keywords were used by majority of visitors. You then modify your keywords to reflect the same.
Tip: Keywords are not stagnant. The same changes with time. For example, “cellular phone” is now replaced by “smart phone”.
These refer to frequent site visitors who spend a lot of money on your products and/or services. You determine how conversion or time spent on your website will qualify a netizens as a “whale”. For example, if the average converted visitor purchases $100; then a consumer who purchases $500 may be qualified as such. Your goal is to keep that consumer happy by providing premium services. At the same time find out what products/services are purchased and why.
- Mobile Device
More and more consumers access websites via mobile devices. Is your website configured to receive the same? What percentages of visitors access your site via mobile devices? And what types of devices are being used?
The same is possible by analyzing the screen size of the site visitor. As a general rule, screens below 600 pixels refer to mobile devices. Tip: Smart phones and tabs have an average screen size of 3.5 to 5 inches. Tablets range from 7 to 10 inches.
Paul’s Last Words:
The above mentioned analytics can be utilized singly. However the better approach would be to utilize several at the same time. For example, you can learn the percentage of site visitors come from mobile devices. Do they bounce or do they linger? Do they drop out of a funnel or get converted? Are they searching in general or by keywords?