Use GA reports for user insights

1. Use pre-existing GA report templates, then customize the user segments with values that reflect your data.

2. Create a Big Spender segment for users who spend substantially more than the average, to understand how your high-value customers use your site.

For example, if your average order value is $150, your Big Spender group should include the people who are spending $300-$450 (2-3x the average).

3. Analyze your Big Spender segment data and focus your acquisition efforts on finding and creating more customers like them.

Are your Big Spenders coming from a specific channel?  Do they buy higher-priced items, or are they buying in higher quantities? How frequently are they visiting your site?

4. Search for geographic patterns in Big Spenders and use geotargeting tools like VWO or Exact Target to customize content for visitors from popular areas.

For example, the Harlem Globetrotters use geotargeting to customize their hero shots and product banners, doubling their ticket referrals.

5. Analyze which customers used internal site search with a Site Search Usage report.

Ecommerce customers who use this feature convert at a higher rate and typically spend more than the average visitor.

6. Create a list of most-queried keywords from your Site Search Usage report to result in the highest order value.

Use this information to create a test home page to target visitors with wanted items, cross-selling, and upselling opportunities.

7. Find the Twitter users who refer the most traffic and create the most conversions by setting up a First Visit-[month] segment and navigate to the Referral Traffic > report.

Combine this information with the social media analytics tool Topsy to make marketing campaigns more efficient.