Google Analytics – How To Use The Data

In the past, a website’s success was measure by the number of “hits”.  However, thanks to Google, we know have many ways to measure the success of a website.

The Google Analytics’ “Site Usage” section tells the number of visits, number of pages viewed by visitors, average visit in terms of page view (or “pages per visit”), bounce rate for the pages, amount of time spent on the site for each visitor, and the percentage of new visits.

Google defaults to shows you the last 30 days of activity on your website.  However, you can change this setting, or even compare different date ranges.

The owner of the Etsy shop Artsi Bitsi said,  “Google Analytics has a feature that allows you to compare two time periods: a day, a week or longer. I like to compare weekends. Or, if I’ve just made a change to my store, I will compare just the last two days.”

Artsi Bitsi takes us through how to set up a comparison using Google Analytics.  “Click on the date range at the top-right of your Dashboard.  A calendar with your current report’s days in blue will pop up. Click on different days and you will highlight an alternate range. Now find the ‘Compare to Past’ option just under the date range. Check that, and click another two days. Now you will have your comparison time period. Google will highlight the current set of days in blue and the past in green. Click apply.  Now all of the Analytics reports will show two values for past and present. The report will also show whether the value has improved (+green %) or worsened (- red%).  This is a really handy tool for evaluating any changes that you make to your Etsy store!”

Google Analytics’ “Bounce Rate” measure is one way to view the success of a website.  This is a great tool to use to evaluate your website because it tells you if you site grab’s a viewer’s interest.  While the number of visitors to your site can sometimes be a good measure, handmade sellers may learn more from the bounce rate measure.   This number tells you how many visitors were essentially unimpressed by what they found, and left your site without taking any action.  This measure can be found by looking at your site’s Google Analytics report.  Bounce rate is a great quick spot check to see if your site captures a user’s interest.

There are a few ways to correct a high bounce rate painlessly.  One tip we came across was to find where visitors are coming to your site from.  Using that information, you can see which of these sites sends visitors with the highest bounce rate.  Here is the logic:  If another website is linking to you inappropriately, users that follow the link will be disappointed often.  For example, we would expect to see a high bounce rate if a car website linked to a ink cartridges sold online at an office supply store.

Finding your refferring sites is easy within Google Analytics.  Simply go to “Traffic Sources” and click on “Referring Sites”.

You will see a list of great traffic sources, as well as the not-so-hot websites that refer to you.  We suggest visiting these websites and checking out the context of the referral.  If possible, make changes to your website.  If it is something that is easy to change, consider adding a paragraph of two to make the page worthwhile to your current “bouncers.”  This will help ensure visitors find what they are looking for when they come land on your site.

Another way to correct a high bounce rate is  to investigate your top landing pages.  Simply go to “Content” on Google Analytics.  Then, click on “Top Landing Pages” report.  Using this tool, you can see different pages of your website and the corresponding bounce rates for each.  The report shows the top ten pages of your website.  Why is this vital to remedy a high bounce rate?  By knowing the top ten pages of your website, you can determine which pages might be letting you down by not engaging your visitors.

LeeAlice, from Etsy’s cupkakeartillery, sent us a great suggestion for helping visitors find your handmade site, which would make looking at your Google Analytics report much more enjoyable!

LeeAlice said, “Join everything with the same user name. It will up your “Google-ability” tons. For every post, comment, or upload any where it will show up in Google.”  By keeping consistent, handmade sellers may see an increase in site visitors from referring sites.

What tips have you learned from your Google Analytics report?  How have you decreased your bounce rate or a user’s amount of time spent on your site?  Do you use other analytics tools besides Google Analytics?

Share your thoughts with HandmadeMarketing.org!  Submit your ideas here for selling handmade items.  If we like your tips, we will post them (along with a link to your shop!) for others in the community to see.