Google Analytics is the Ferrari of analytics platforms. It’s fast, sexy, and can super-charge your marketing.
However, most entrepreneurs and small business owners are just sitting in the car, afraid to leave first gear.
A recently released white paper from Formstack pulls together some interesting stats about how marketers are really using (or not using) Google Analytics. One that stood out to me is that only 33% of marketers track ROI via Google Analytics. Perhaps that’s because it’s so easy to fall into the trap of tracking only the surface, vanity metrics.
Want to know how many unique visitors we got last week? Sure!
Want to know which page on our website leads to the most conversions? Uh…hang on a second…
If you actually have goals set up in your Google Analytics account, congratulations, you’re in the 40% minority!
It’s time to dive deeper into those numbers and turn them into useful, actionable information.
The infographic below offers a path to improve your use of Google Analytics. One crucial step is knowing how to A/B test your landing pages and take advantage of tools like Google’s Content Experiments to see what’s working.
Try testing different versions of your headline, main content, design, call to action, and forms (like your sign up, subscribe, or purchase forms). Sometimes a small shift can make all the difference when it comes to conversions.
Are you using the free tools at your disposal to step up your marketing?