Er du sikker på, at den data, du ser i Google Analytics kun stammer fra din hjemmeside og dine relevante brugere? Hvis der ikke er blevet arbejdet med filtre i Google Analytics, er det meget sandsynligt, at data er farvet. Men der er håb forude!
The practice of conversion rate optimization, or CRO, fills a void in the user journey that is often defined by gut-feeling and guesswork. Because of this, CRO as a marketing discipline receives increasing attention and popularity.
Does it matter to you whether you like a company or website? Let me ask you in another way; would you ever purchase a product off of a company or website that you had a dislike towards? Chances are you would at least think twice about the purchase, and by thinking twice, you’re more likely to not convert.Read More »
How are users finding my website? This is one of the questions most often asked by people responsible for a business’ marketing efforts. Which traffic channels drive the most traffic and ultimately conversions? The data found in the Acquisition reports of Google Analytics is often filled with errors. Read More »
Sorry for the inactivity on the blog for the past couple of weeks. The inactivity is due to me undergoing a house move. The house move brings some good and bad news with it.
Bad news: It will likely take me another week to post new content on analytics and data insights on the blog.
Good news: We will set up a home office at the new place, which will be the perfect setting for writing and working in the future – securing a more steady stream of content on this blog. I am looking forward to this!
Thanks for continuously revisiting the blog – I will be back with you in about a week!
In just under 2 weeks and 3 blog posts, of which 1 was not a mere update, the blog has rounded the 100 visitor-mark. Might not be a big milestone for many, but it was one I set for myself when I started the blog. Now; I love data, and even if I do not have the largest pool of data available, I thought it’d be interesting to show how 100 visitors have used this blog so far. As well as which traffic types that have worked for me, and where the visitors come from.
In my daily work with clients, I endorse transparency in our relationship. This is the reason why I want to build the same relationship with you fine people visiting this blog. I simply want to share.
Enough about that – let’s take a look at the data!
Visitors and views
First of is a look at visitors and views by day since the launch of the blog October 31st. The lighter blue and orange colors reflect the views, where the darker colors reflect visitors. What I particularly like seeing is how new visitors are continuously finding the blog, while many visitors are returning to the site, sending more page views. Also, there was a really great reaction to the newest blog post “The Blind Spot of Google Analytics” that got launched late Saturday, November 11th.
The top traffic drivers
Looking at the top referrers it is clear how I am mainly using my LinkedIn to drive traffic. Please hit me up if we are not yet connected on there! On the first post I, more or less, mistakenly shared the blog post automatically on Facebook. It gave some fast views for the short duration it was up – this might be an opportunity I should seek more? For now, I think I’ll stick to the more professional environment that is LinkedIn and Twitter.
The nationalities stopping by
About 92% of all views come from Denmark, which is not a big surprise to me seeing how this is where my main network is located. I am really happy, however, that the blog is seen outside of Denmark too!
Most popular posts and pages
The latest blog post “The Blind Spot of Google Analytics” has so far generated the most views, after having just been online for 2 days. This was the first, well, propper post regarding web analytics and user research on the blog – I am so happy that it seems to have been well-received.
It would help me out greatly if you would throw some feedback in the comments of the posts. This will help me improve in this new, for me, field of blogging.
I did not plan to post this blog, I just saw that 100 visitors had been by my blog and wanted to show some gratitude. In my data-based way.
Google Analytics captures a lot of data by simply adding the tracking code to a website. However, there are some areas where the standard tracking of Google Analytics does not paint the entire picture. I’d go as far as arguing that the insights that will boost your website and online presence the most are hidden behind custom configurations and disciplines outside of hardcore data analysis.
I use quite a bit of psychologically-based methods in my work, especially with CRO, and for this post, I have borrowed the term “Blind Spot” to describe some of Google Analytics’ shortcomings. Google Analytics is a great tool in that it can give a lot of insights on what is happening on the website. You can also find out where the users are coming from both in terms of location and traffic source, and which users are entering your site. Furthermore, you can dig into how users are spending their time on your website, and the journey they take.
But, and this might be the single-worded question I hear the most from clients; WHY?
It’s a fair question because it is the answer to the “why?” that will improve the business. Basic Google Analytics data will not bring you closer to answering this “why?”.
Qualify data with customized tracking
Some custom tracking will help understanding user intention to a higher degree. If you have a content heavy site, event tracking setup for scroll interaction and content consumption can help qualifying the data, but it will still not answer why one piece of content had higher engagement than another piece of content. The same goes for an e-commerce site. You can set up tracking to monitor how internal campaigns on the front page are performing, and which are driving the highest conversion rate. It will become evident which campaign element assists a higher amount of conversions, but it will still not answer why.
You can make assumptions as to why certain content or elements perform better than others, sure, but we need to go past making assumptions. We need to actually hear out the users. It is when we know why we will be able to proactively create and push better pieces of content and internal campaign elements.
It’s a process
Where Google Analytics excels is when it gives the bigger picture. Through analyzing data you will become aware of where you need to focus your time and effort on improving the website. Once you’ve found the page or area of the website that needs attention, you go to tools like Hotjar or methods like user research to uncover the “why”. Hotjar, and tools alike, enables you to set up polls and surveys to directly ask your website’s users directly for answers. The below example is quite generic, but it should give you an idea of the power it holds actually being able to ask your users.
Scenario: A user has been browsing a clothing e-commerce website for 15 minutes and is about to exit the website from the category page. We have identified in Google Analytics that the category page holds a higher than average exit rate. Here is a perfect opportunity to pop the question!
Website: Did you find what you searched for?
Website: We are sorry to hear it. Why did you not find what you searched for?
User: I got frustrated with the lack of filtering options.
This is awesome knowledge about why a user leaves the website and gives a clear course of action in terms of improving the website. The user did not convert but did something far more valuable in voicing a problem that has an effect on a larger scale.
I cannot praise Google Analytics enough, even if it has some flaws, but including these insights of “why” is invaluable and can see your business’ conversion rate go through the roof! Hotjar is a great tool to ask users on the website based on behavior, and there are other tools out there that can do the same. You can also get a lot of great insights from simply asking people. Go to your local coffee house, bring your laptop, and buy people coffees. They will be happy to tell you what they think of your website.