Using Google Analytics on Your Small Business Website

Getting the Most Out of Your Business Website with Google Analytics

As a business owner, chances are you are probably at least a little bit curious about how many visitors your business website actually attracts each month. By installing Google Analytics onto your site, you can easily track how your site performs, but what most business owners don’t know are all the other cool things you can get out of Google Analytics.

Google Analytics is a totally FREE tool that allows you to start tracking data right away. So, there’s no reason not to use it!

Number of visitors

Visitor tracking begins as soon as you verify your site and will continue historically until the tracking code is removed from your site. That means you’ll be able to monitor the number of visitors to your site not just for the current month, but also historically through the years. This allows you to gauge your performance not only month to month, but you can compare year to year.

Visitor Location

Google Analytics actually tracks where your users are accessing your site from, so you’ll be able to identify track geographical areas of high traffic.

Demographic Data

This is one of the most underrated GA features. Within GA, you’ll be able to track demographic data such as gender and age, and as well as receive information on the types of sites and shopping activities those groups are interested in.

So, how is this important? First of all, it gives you an excellent idea of your target audience, and secondly, it provides you the opportunity to further segment your ideal client for marketing purposes.

Say for example, you would like to run a Facebook ad campaign. Obviously, you don’t want to pay to advertise your company to EVERYONE, you only want to pay to get it in front of the right people. Using the demographic data from Google Analytics, you’ll be able to narrow down the age group, as well as their specific interests and put those marketing dollars to work for you.

Session Duration

This is a really key metric. Check out first hand just how long visitors are staying on your site. One of the key factors Google uses in determining search engine rankings is how long people stay on your site. If you start noticing people are only hanging around your site for less than a minute, it’s time to create some higher quality, engaging content for your readers.

Bounce Rate

Bounce rate is often confusing to the novice Google Analytics user, but it’s a really great metric that gives you insight into just how attractive your website is to visitors. It’s the measure of visitors that leave your site after visiting just one page. In other words, they bounce off.

If someone is interested in what your company has to offer, chances are they’ll stick around and dive deeper into your site. If they are just viewing one page and leaving your site, it’s a good indication it’s time to beef up your site by creating some better content.

Search Terms

If you’ve verified your site with Google Search Console (formally Google Webmaster Tools) you’ll be able to see the top performing search queries that are getting people to your site. Super important information, wouldn’t you say?!

Referring Sources

Curious as to HOW people are coming to your site? Referral sources will tell you just where people are coming from. Traffic sources in GA can be a search engine, referring website (like Facebook), email (like a newsletter you send out) or direct, meaning they physically typed in your URL.

This is awesome information to have when you are running any sort of marketing campaign or advertisement, as you’ll be able to track the traffic generated from such activity.

User Flow

This is another highly underestimated feature, but one of the most interesting (in my opinion). This feature visually shows you how site visitors move through your site by identifying the top pages a visitor first lands on and how they continue to flow through your site. It gives great insight to visitor behavior. Often times it’s likely that users don’t go through your information in the way you had intended. Notice a page that always seems to be the dead end with visitors constantly falling off? It’s time to check out the content and see how it can be improved.

Get Tracking with Google Analytics

Google Analytics provides much more than just the number of visitors your site receives in a given period. The tool offers up a wealth of information and provides great indicators of content quality and areas that could use some improvement. It also provides amazing demographic data that you can use to better segment your paid advertising efforts.

If you don’t have Google Analytics already installed on you site, we highly recommend that you incorporate this free tool and start taking advantage of all it has to offer. Setting up your Analytics account is pretty straight forward, but you will need access to the back end of your site (or potentially your hosting environment). If you run into any issues or aren’t comfortable making the necessary changes to your site, feel free to reach out to us. Simply fill out the contact form below and let us know how we can help!

Jessica Dohm

Jessica Dohm

Founder, Dohmain Designs

About the Author

Jessica is the Director of Digital Marketing and Owner of Dohmain Designs. She is a small business sales and marketing expert specializing in business growth through intelligent website design and sales & marketing automation.

Jessica is a Certified Infusionsoft Partner, marketing automation and CRM expert with over 15 years of professional sales and marketing experience. In 2011, she combined that experience with innovative website design and created Dohmain Designs. She has worked with biotech giants, overseen the digital marketing for a popular Discovery Channel hit TV series, and helped hundreds of clients grow their business. Prior to creating Dohmain Designs, Jessica worked in the fast-paced biotech sector focusing primarily on technical sales and marketing, as well as providing complicated sales-focused CRM training across various disciplines.

Jessica is a member of her local Rotary Club where she has previously served as the Membership co-chair and currently serves as the Public Relations chair. Jessica truly believes in the "Service Above Self" Rotarian philosophy and strives to dedicate her time and talents to helping others, both in her personal and professional relationships.

She is located in the Minneapolis / St. Paul area and works with clients all across North America. If you'd like to get in touch with Jessica, simply complete the contact form below.

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