Google Analytics has a wealth of information available to you that you can use to really improve every part of your digital platforms, you really should spend some time getting to know what is in there. So you may be thinking how can I use all this data to maximise my conversions? With Google Analytics you definately will be able to maximise your profits and identify new marketing opportunities, you just need to devise new ways to use your data to maximise profits, below are 10 ways you could make a difference to your bottom line through the use of better data analysis. If you don't already have Google Analytics setup then Digitally Limited can set up Google Analytics for you.
1. Remarketing - based on affinity categories
Using the "Affinity Categories" in your Audience data allows you to figure out which users profiles are generating you the most revenue. You can then include these groups to create a remarketing campaign for use within AdWords. Examples of affinity categories could be music lovers, shoppers, tech lovers and so much more.
2. Compare how profitable new vs returning visitors are
In most cases returning users generate the majority of the profit, if that is your case you will need to create a remarketing list for your "new visitors", it's all about segmenting and remarketing your audience in order to maximise the chances of a conversion.
3. Understand browser behaviour
Believe it or not but there could be a broad set of differences in the profit you generate based on the browser your users are visiting your site from. With a little analysis you may find out that one browser generates less Traffic and that although it has less traffic it converts more compared to other browsers. It's important to create a retargeting audience that focuses on the most profitable browsers to boost their traffic and increase your overall conversions.
4. Remarket based on event tracking data
Setting up event tracking is fundamental to any good website analysis, the nuts and bolts of setting up event tracking will be discussed in a subsequent blog post. For instance, if you track the people downloading a product guide you will be able to create a remarketing audience that includes them. This audience will have a greater quality score than an "all visitors" audience as it includes people that showed interst in your business. This allows you to be able to advertise to people that have already shown interest in your product or services, this concept can be applied to many more events that you have recorded on your site, such as click to call, clicked on a promo banner and a whole host of other possibilities.
5. Remarket by item visited but not purchased
Not all of your users will buy the first time they land on your website. The majority of people will try to find the best deal for the items they are looking for. A great way to increase sales is to create a remarketing audience that specifically includes people that have visited your top sold items, have spent more than one minute on the page and did not purchase.
6. Remarket to your top performing traffic sources
Use your Google Analytics reports to identify your top performing traffic sources, find the sources that have the best conversion ratio between visitors and revenue, you can then use this data to create a remarketing campaign that focuses on your best performing traffic sources, this could be for example people from a specific website or people from Twitter or Facebook.
7. Remarket by page visited and revenue
You should hopefully have enough data to spot a page that converts well, or a page that if visited will increase your chances of converting. People that visited this page for at least one minute but did not convert are a great audience for a remarketing campaign. In an ideal world you would create a custom message for this subset of users based on the content that they visited on your site.
8. Remarket to relevant mobile and desktop users
Your website is most likely generating mobile traffic with conversions. However you might find that a lot of interested users did not actually convert due to a lack of time or purely because they wanted to do it from a desktop device at a later stage.
Use your Google Analytics reports to identify good mobile users by filtering out people with a low time on site and create a list of users that did not convert, you will now be able to utilise this list to remarket to the right desktop users.
9. Retarget to users of your top performing keywords
It's a great idea to advertise to users that searched on Google using one of your top performing keywords that convert your users , we are interested in those that entered your site using these keywords but did not convert. The only challenge here is that you may not have quite enough traffic to work with, but don't just start adding keywords for the sake of it.
10. Use in-market segments
The "in-market segments" feature will help you to identify people that are in the market for a given product category. These are the people who are close to a purchase, analytics will tell you how much profit you generated for users in these "in-market segments".
Unfortunately in-market segments are not yet available for use with the remarketing feature of AdWords, but we are confident that this will be available in the very near future.