For the unititated, Google Analytics contains a series of the most powerful web analytics tools on the market – and the best part is: it’s free! Whether you are tracking website traffic, conversions, site speed, or audience demographics; Google Analytics is for you.
As a content and website manager myself, I can say that I use Google Analytics frequently. Combined with marketing software like Hubspot, there is very little you cannot find out about your online audience. I could go on forever about its usefulness but for the purpose of this post I will be focusing on the best new Google Analytics features.
In-page Analytics (Content > In-Page Analytics)
In-Page Analytics allows you to see which elements of your website are most appealling to users and generate the most clicks – essentially a heat map for click activity. Above you can see the screenshot of the website I manage (exciting stuff, Inventory and Accounting Software). The tool isn’t perfect – many of the results do not match the colour properly or reference the correct element, perhaps because of positioning issues, but hovering over each section will reveal the data for the correct element. Colours range from blue (low click rate) to red (high click rate).
With In-Page Analytics, you can navigate from page to page and determine which elements are most interesting to your audience and which are not so that you can make changes accordingly. Like the rest of the Google Analytics interface, you can change the time frame to see click data for different periods.
Included with In-Page Analytics is the ability to “see what your audience can see”. This feature is simply labelled “browser size” and allows you to determine how much of your page is visible to the average user of your website. This is particularly important as Google leans more and more towards content located above-the-fold. The tool is also useful for designing mobile sites and ensuring content is visible as well.
Motion Chart (Available Throughout Interface)
The next best Google Analytics feature is the Motion Chart. Found throughout the system, Motion Charts allow you to visualize data over time. You can enable Motion Chart by clicking on the icon indicated on the screenshot above. Not every screen has the option for motion charts but many do. This feature can make presentations on data over time a breeze. You can choose 2 criteria to evaluate, one for each axis, and then scroll through time to see how the data has changed for each element selected. The flexibility and power of this tool was surprising.
Visitors Flow (Audience > Visitors Flow)
The last Google Analytics feature I want to talk about is Visitors Flow. Visitors Flow visiualizes, well, the flow of visitors throughout your site. You can quickly pin-point the most popular pages and the pages that have the most significant drop-off or bounce rates. You can also highlight “traffic routes” to see how which pages users are most likely to visit based on a given entrance page, for example. This can be powerful insight and allow you to make decisions to improve a visitors pathway to maximize conversions.
I feel bad for any company trying to sell website analytics – Google offers a ton of functionality for free. All marketers and webmasters, should become very familiar with Google Analytics.