Improving Websites and Content with Google Analytics

Optimizing Site Interest with Google Analytics

Please read the above section on page popularity to optimize your site's interest with Google Analytics.

Optimizing Landing Page Effectiveness with Google Analytics

One of the most important ways you can optimize landing page effectiveness with Google Analytics is to match your ads to the relevant destination URLs and landing pages. Use the Keywords report to identify paid keywords with high bounce rates. Then, in your AdWords account, check which destination URLs are being used for these keywords.

Not every search term should land a visitor on the home page. It is obvious that if someone searches for "mens jeans" they should land on the most relevant page possible (not on a page that forces them to click more times to find the category they were looking for). Paid search can not only capture visitors, but it also gives us more control over the user experience, tailoring it to their search.

Improving Advertising and Marketing Initiatives with Google Analytics

Optimizing Product Advertising with Google Analytics

Please read the previous section on optimizing the analytics with products to learn how to optimize your product advertising with Google Analytics.

Optimizing Marketing Initiatives with Google Analytics

In general, no reporting tool can ever be 100% accurate. You'll get the most out of web analytics if you focus on trends. Knowing that 20% more visitors converted following a marketing campaign is more powerful than knowing that exactly 10 people visited your site today.

Optimizing Regional Marketing for Products with Google Analytics

The Map Overlay report is a very useful report to analyze in order to reach to optimize your regional marketing. This report can help you decide whether or not you want to promote a new or existing store location, connect more personally to users through targeted ad text to their region, target the most profitable audiences, or identify any new markets.

1. Pull up the Map Overlay report from the Visitors section of your reports.
2. Click into the appropriate detail level that you'd like to optimize for (e.g. State).
3. To optimize for conversions, switch to the Goal Conversion tab.
4. Select the 'Comparison' view.
5. Select the metric you'd like to optimize for (e.g. Completed Order).
6. From here you'll be able to quickly see which states are performing best compared to the site average.

Some next steps

• Pitch and create geo-targeted campaigns that announce new locations or encourage users to visit actual stores.
• Create geo-specific ad text to increase the connection with each user.
• Pitch a foreign language campaign (secure optimization resources first) or an English campaign targeting a different country.