Over the past several weeks, we have written a three-part series on better understanding and analyzing your Google Analytics data. Today, we’re wrapping up that series with a bonus fourth part (surprise!) focused on comparing your expectations to actual results.
While Google Analytics doesn't allow you look over your visitors' shoulders to see exactly what they like and dislike about your site, you can monitor quite a bit of the visitor experience. One of the most effective ways to use the Google Analytics data is to monitor what your visitors' traffic patterns look like and if they seem to indicate success or frustration.
The best way to improve the navigability of your site is to carefully sort out what you expect to happen versus what is actually happening. Using Google Analytics to fill in those unknowns will help you fine-tune your content, define new calls-to-action, and make your site more attractive to visitors.
If you’re curious about other ways to analyze Google Analytics data, read through our previous blogs on Google Analytics for your small business. If you want to know what to do once you have that data, contact us for more information on our web design and search engine optimization services.