Wednesday, December 19, 2012

GA is not enough

If you are driving traffic to your website, Google Analytics can't give you the whole picture.

When your running a marketing campaign and driving traffic to your website through links in social media and paid ads, you need to know what ALL of those visitors are doing when they get to your site.  Google Analytics keeps track of the visitors who continue into your site or take the intended action, but GA loses the most important traffic segment, the ones who leave.

The visitors who leave are just as, if not more, important than the ones who stick around.  Those visitors tell you if you need to segment your traffic and send visitors from a particular source to a separate landing page or stop paying for that segment all together.

If you only have a 2% conversion rate and those visitors that convert are the only ones that are scrolling, you know you need to encourage more people to scroll or re-arrange your best content to be above the fold.  

You may also find that many visitors are trying to click on something that is not clickable.

All of these insights and more have been personal findings of my own with various websites.  If GA doesn't do it, how do you get this information?  Heatmaps, scrollmaps, and clickmaps.  

There are plenty of companies out there that offer these services.  If you want a simple, user friendly solution, I would suggest Crazy Egg.  If you want a more robust solution that offers advanced analytics and even recording, ClickTale maybe the best solution.

If you're only relying on Google Analytics to give you the insights you need, you may be missing the boat.