This is a guest post from Lana Gibson, founder of analytics specialist, Lanalytics. Find out more at lanalytics.co.nz.
Google Analytics (GA) is a powerful tool, and it’s becoming crucial to use it to understand your audience and improve your digital product. If you’re a product manager, or agency / website owner you need to bring GA into the heart of your team. In this post I’ll show you the value of GA, help you decide what’s best for you in terms of using it, and outline how to infuse it into your team.
Why use Google Analytics?
Because it can help you to understand your audience. And this insight will help you to meet your goals, increase your traffic, and show your clients and management how brilliant you and your team are. Here are some examples of how powerful GA can be:
- convincing management to devote more resources to the Transition team at GOV.UK
- increasing the reach and engagement of The Papa Matariki content
- making marriage easier (from a government interaction perspective!) and reaching new audiences
Often a simple headline will be enough to show the value of your work. For example there were lots of people searching for ‘opening hours’ on the Te Papa site so the team put this information on every page. The graph below shows how searches including the term ‘hour’ dropped by 85%, because people didn’t need to search for it any more:
Putting opening hours on every page:
Resulted in an 85% drop in searches containing ‘hour’:
What does it do?
Google Analytics shows how people use your website. It tracks hundreds of things like where they come from (e.g. Google, social, referral sites), what pages they visit, and what they search for on your site. If you need to set up GA Moz has a great guide on this, so go do that and then come back here so you can make the data useful.
How can I use it?
People tend to approach GA with enthusiasm, thinking that pulling a few levers will make all the insights fall out. But understanding why things are happening and how to fix them is more like one of those frustrating claw arcade games where you never get the toy. The confusing terminology, number of reports, and the fact that a lot of useful stuff isn’t tracked automatically make it tricky. Below are some ideas about how you can use GA effectively.
Get specialist help
If you manage a big site you’ll want to consider a full-time GA specialist to get to grips with your data. If you can’t bring in a permanent employee consider getting time-boxed help from a consultant (such as Lanalytics!). Spend a bit of time working with them so that you can use their data – sit down with a question about your users and go through the data together. Ask them to explain anything you don’t understand, it’s their job to help you get results.
Learn it yourself: pair with specialist
If you want to learn GA yourself it’s ideal to have a specialist on-site. You’ll be able to get help with questions when they arise, such as ‘Are users actually clicking on that 6 pt link that’s 3 km down the bottom of the page?’. If you have someone at your work you can pester them relentlessly. Just be prepared to provide chocolate.
Training courses and online tutorials
If you don’t have the luxury of an on-site specialist, try a certified course or do online tutorials (if you’ve found useful ones please share them with us in the comments). Define the main things you’d like to find out about your site before you attend, and ask the trainer to help you track these because training is often very broad. Likewise find bite-sized online tutorials that meet your specific goals – you’ll get lost if you try to learn everything.
Assign site measurement to a team member
Consider training up a member of your team. They should be passionate about users, good with technology, and good communicators. Don’t rule out less-experienced team members – putting data to good use relies on knowledge of business, team and user needs, which are learnt on the job.
Infusing your team with data
Whatever route you decide to take, don’t let your data sit in a vacuum. Analytics works best when every team member can track what they’re interested in. For example designers will want to know whether their blue call-to-action button is being clicked, whereas content designers will want to know which of the pages they’ve written are popular.
Also define things that are important to your whole team, like are the right people finding your online form page? Work out your performance priorities as a team and build up to regular dashboard reporting (more on that in a later post) which reflects your goals and performance.
Google Analytics is a valuable source of insights to help you understand your users and improve your site. Whether you decide to learn Google Analytics yourself, assign it to a team member, or get a specialist in, make sure you build a performance culture within your team. GA will help you to help you increase traffic to your website, meet your goals, and prove the value of your work. Get started!