5 Easy Ways to Master Google Analytics
Learning to master Google Analytics is important for tour operators in the leisure industry. Most people search online before making any kind of purchase decision related to travel. Therefore businesses in the leisure industry absolutely must have a strong online presence. The trick is understanding exactly how your site brings in visitors, their behavior on your site, and learning which areas can be improved. Once you’re able to track this behavior, you can begin to make better business decisions thanks to Google Analytics.
1. Learn the Key Terms
In order to master Google Analytics, you first need to learn the most important of all those bewildering technical terms.
Bounce rate – The percentage of sessions with only a single page view. Instead of staying on your site and viewing more pages, the visitor just “bounces off.”
Click-through rate – The ratio of users who click on a link to the total number of users who view a page – one of the chief metrics for calculating online advertising success.
Conversion – A user’s action that fulfills your goal, generally involving a click through and resulting in a signup, download, purchase, or the like.
Page views – The number of times a page – one that contains the Google Analytics tracking code – is viewed by users.
Search traffic (organic vs. paid) – Places where traffic comes from, rendered as a percentage. These results are segmented such that you can see whether the traffic comes from organic searches, paid avenues, email campaigns, or social media.
Visits – Also known as “sessions,” the periods of time visitors spend on your site.
Unique page views – The total count of the times a page was viewed in an individual, single-event session. Multiple views by a visitor are counted as one unique page view.
Unique visitors – A user’s first-time visit (hence, “unique”) to your site. Subsequent visits to your site by that same person will be recorded as a new visit, but not as a unique visit.
2. Know the Source of Traffic
Knowing how visitors get to your site is extremely important. It lets you know whether you’ve deployed the right keywords, whether your social media strategy is working, and which sites are sending you traffic. As a result, you can tweak whatever isn’t producing the desired traffic and focus effort on traffic-generation activities that are working.
3. Do Not Underestimate Bounce Rate
You need visitors to stay on your site as long as possible, and the bounce rate tells you if that’s happening. If the bounce rate is high, that’s an indication that your content isn’t performing as well as it should – that is, isn’t delivering the right information or in a way that keeps visitors on your site and keeps them clicking over to other pages.
4. Audience Overview is Your Friend
The sheer number of visitors alone isn’t the whole story. In fact, a smaller number of quality visitors is often better than a huge volume of low-quality traffic. In general, high-quality visitors are those who stay on your site for a good long while and view multiple pages. Further, keeping track of the pages your quality visitors click on will let you know which of your pages are doing their job.
5. Examine What Isn’t Working
And then, of course, you’ll want to closely examine what isn’t working and why. Bounce rate and session duration are key metrics here. And the problem could be any number of things: poorly chosen keywords, ineffective CTAs, lack of intra-linking on your site, and so on. Remember: most people won’t convert on their first visit – you have to keep them coming back. And learning to master Google Analytics will help you do that.
Let Us Know
At Regiondo, a top provider of booking software, we take what we can learn from Google Analytics very seriously. And you should, too. After all, at least 60% of all leisure travelers search for and make travel arrangements online. If you have questions or want to know more about Regiondo, contact us or take a look at our helpful Knowledge Base.