Marketing Analytics Q&A: What Google Analytics Remarketing Means For Your Business

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What Google Analytics Remarketing Means For Your Business (1)

We’ve got Google Analytics installed on our company website, but I’m not sure what’s relevant beyond the top-level metrics like Visits or Page-views?

This is a very common question we get, and what’s relevant for you depends on your website and its purpose. We usually start with the question “What do you want users to do on your site?” Seems pretty obvious, but we’ve asked this question dozens of times and got plenty of initially blank responses as it’s not actively thought about.

Let’s say that the purpose is to acquire leads through the contact form? To assess the performance of the website, you may set up some Goals on the submission of the contact form, and then track these goals on a weekly basis. If you’re doing any digital marketing, you also want to be checking out the Acquisition > Channels report to determine how many visitors each channel is bringing in, and how many conversions this is leading to.

These are the basics and can get progressively more complex depending on your setup. For example, if you’ve got a larger organisation, you might consider having different Views for different individuals/teams in your organisation to bring them the most relevant information for their decisions. I’d start by setting some goals for the website and then seeing if there is anything objective we can track which is important such as a contact form submission.

Further reading: http://www.walteranalytics.com.au/learn/analytics-and-insights/implementation-and-strategy/google-analytics-customisation

I read that Google Analytics recently made its Remarketing function more compelling, what does this practically mean for me as a marketer?

Google_Analytics_Remarketing

Yes! This is a pretty exciting feature for a marketer, especially as Google Analytics has been getting progressively better over the past 12-18 months (although I wish they wouldn’t always change the layout!).

The lowdown is that you can now create Remarketing lists in Google Analytics based on virtually any visitor or session characteristics you can think of. This links right back into AdWords and can be used for Display or Search (Yes Search!) remarketing campaigns almost immediately.

Remarketing is reconnecting with a visitor who has been to your website. Some people associate remarketing with being “creepy” and following them around (well the truth is most remarketing campaigns are not set up too well, so it feels this way).

Practically, this new update will enable you to:

  • Set up remarketing lists based on specific personas of people visiting your website, for example, Females 24-44 who began the checkout process but abandoned and are in-market for a purchase
  • Bid higher in search for individuals who have been to your website but didn’t make a purchase
  • Allocate your display budget based on people who have already expressed interest in your product or service

Very profitable if done properly!

As always, get in touch with any specific questions =)

My marketing agency has started talking about conversion rate optimisation for our website. What is it and what do you think?

Practically conversion rate optimisation or CRO is the process of improving how a website converts a visitor into a prospect. This is usually done through some testing software and time for an experiment to run. Practically, we might change some copy, some images, or other items on the website and show an original version to a portion of our visitors, and variations to other visitors. The idea is that we can get a higher converting website by testing different ideas.

Conversion rate optimisation is excellent and almost always beneficial provided that you have:

  1. The website traffic (visitors) to get statistically significant results for an experiment.
  2. A clear goal to measure performance against, such as filling out a contact form or making a purchase in an eCommerce store.

A good Conversion Rate Optimisation specialist will also be able to identify the other factors that make a difference in conversion (website speed, original traffic source, the offer, product, etc.). By all means talk to your marketing agency, but be sure to ask lots of specific questions to ensure they do know what they are talking about!

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