Find optimization potential in analytics data
1. Analyze the bounce rate and identify potential to optimize your website for a better user experience.
In Google Analytics go to Behavior > Site Content > Landing Pages. Under the Bounce rate columns check the bounce rate for your top landing pages, 10-25 pages with the highest number of entrances. A high bounce rate, higher than 70% or much higher than the average for the website, is a symptom of a problem with your landing page. Test new variations of the landing pages with high bounce rate and track how they influence the bounce rate.
2. Check the conversion funnel to identify problems with the checkout process and reduce the checkout abandonment rate
Go to Conversions > Goals > Funnel visualization. Analyze the funnel data and focus on the steps with the highest drop off rates between the funnel steps: High drop off rate on the payment page: Payment methods that are popular and relevant are missing. Consider adding new ones. High drop off rate on the shipping page: The shipping cost might be too high or the shipping time too long. Consider optimizing these. High drop off rate on the personal details page: The number of fields in the form might be too high. Consider reducing them to the minimum necessary.
3. Check the geographic data to identify areas where you can scale your marketing activities.
Go to Audience > Geo > Location. Check the Goal completions and Conversion rates column to identify the locations which convert well. Click on the Country name to segment the data by region. Next to Primary dimension click City to segment the data by city. Use the report to identify locations where you can scale your marketing efforts: Launch an additional Facebook or Google Ads campaign targeted to this region. Additional off-line activity in this region such as, events and cooperation with local resellers.
4. Use the content report to identify the top content and improve your website content.
Go to Behavior > Site Content > All Pages. Look at the Pageviews column to identify the most popular pages on the website. Use this data to improve your content strategy. Identify the blog pieces or articles to identify topics that generate with your audience. Create content on similar topics.
5. Check the traffic sources report to understand which marketing channels you should scale.
Go to Acquisition > Al traffic > Source / Medium and look at the Goal completions and Goal conversion rate columns to identify traffic which conversion rate. Focus on your paid marketing channels. Compare the Goal completions to the marketing spend to calculate the cost per conversion. Scale the marketing channels that generate many conversions and/or have a low cost per conversion. For example, increase marketing budget, create additional campaigns, and increase CPC bids to increase exposure.