As a window professional, you are juggling multiple features on your website, including contact forms, photos of windows you’ve sold and/or installed, descriptions of window types, blogs, product pages, etc. To optimize your website and increase conversions, you’ll need to make the most out of Google Analytics. This article goes over the features and metrics in Google Analytics that matter most to window professionals.
A conversion is when a customer performs a desired action. In this case, the goal is to sell more windows and/or window installations. Tracking metrics on Google Analytics will reveal what is working and what isn’t working to engage customers and sell windows.
Google Analytics Metrics for Window Professionals
Metrics are measurements that indicate website performance for different dimensions of your website. The most important metrics for window professionals include:
- Users – The users metric indicates how many visitors came to your website in a particular time frame.
- Sessions – Sessions are visits on your website. One person may visit your website more than once, resulting in more than one session.
- Average Session Duration – Average session duration is the average amount of time visitors stay on your website during their visit.
- Pageviews – Pageviews are how many times each page on your website is visited, including repeat visits.
- Pages per Session – Also known as “average page depth,” this metric is the average number of pages viewed on your website per session. This metric is helpful for evaluating engagement with the website.
- Bounce rate – Bounce rate is the number of single-page sessions divided by the overall number of sessions. Single-page sessions happen when users visit your page but don’t do anything on your website, clicking away or closing the window.
Google Analytics Features for Window Professionals
Google Analytics has a wide array of features that will assist you as you optimize your website and marketing efforts. And Google often comes up with new features and/or improves upon its current features. The most important features for window professionals include:
Creating goals in Google Analytics allows you to track visitors’ behaviors on your website. To set a goal, go to the Admin page and click Goals (located in the View column). Click “New Goal.” You will then title the goal and choose the goal type. Goal types include destination (pageviews on specific pages), duration (duration of a visit on a specific page), pages per session, or a specific event (behaviors like downloads, clicking content, etc.).
For window professionals, the most important feature in Google Analytics is ecommerce tracking. This allows you to gather data on purchases and transactions. With ecommerce tracking, you’ll be able to track average order value, time to purchase, ecommerce conversion rate, product and transaction information, and more.
To get the most out of your Google Analytics account, link it to your Google AdWords account. Once you’ve linked them, you’ll be able to see metrics in your AdWords account. You’ll also be able to gain insight like customer activity on your website after a visitor clicks an ad.
You’ll want to take advantage of the information in the Google Analytics reports. You can also develop custom reports for your needs. Premade reports include real-time, audience, acquisition, and behavior and conversions. The audience report gives you insight into demographics, geolocation, and interests, and the acquisition report measures channel grouping like organic search, direct traffic, email, referral, social, paid search, etc.
Traffic Sources & Social Reports
Under Traffic Sources, you’ll find a wealth of data on where your traffic is coming from. You can access a report on social overview, sources, pages, conversions, social plugins, and social visitors flow. Social overview includes revenue and conversion data. This information can help you determine which efforts are driving traffic on which social media networks.
Flow Visualization Reports
Window professionals can use this Google Analytics feature to track the customer’s journey through their websites. A flow visualization illustrates the “path” that visitors take. Use flow reports to track traffic coming from specific dimensions like traffic source or campaign, the number of users in each step of the path, how many users exit your website between steps, where users are backtracking, etc. You can also use flow reports to determine where you are losing customers along the path and possibly take actions to remedy it.
Here is an example of a flow report from the website The Good:
Once you’ve collected your data, go forth and analyze it. Determine if you are meeting your goals. If you’re not, come up with strategies and solutions for doing better. Google Analytics will empower you to develop an understanding of what’s working on your website and what is not. Meet challenges head on and make necessary changes and improvements to your website. You’ll learn more and more as you go along, and as a result, you’ll improve your return on investment in your website.