Adam Marquardt
Google released two Analytics updates in December 2012. If you have been looking for ways to learn more about your website visitors and improve your inbound marketing results, these updates help solve your problem. The two updates are built-in templates for Google Tag Manager and better link click tracking through improved In-Page Analytics.
With the updated Google Tag Manager, you can now easily add and update your website tags for free without the need for any technical knowledge. It is now possible to add new tags to your site using built-in templates instead of copying and pasting code. You only need to add a few details to the templates and the code will be automatically generated by Google Tag Manager.
You can also get more accurate data on user activities on your site through the enhanced link attribution update in In-Page Analytics. It is now possible know the exact link on a page that users clicked instead of just the URL.
With the In-Page Analytics update focused on giving more insight on user behavior and Tag Manager's update focused on improving website code updates, how can you make the most of it? Here are four simple ways to get your started:
1. Install In-Page analytics
If you’ve not been using In-Page analytics, this is the time to implement it. Understanding customer behavior on your website is crucial to positioning your offers to the right audience. The enhanced link attribution update helps you know the exact URL that customers come from or clicked on your website. You can now track clicks on videos, images, buttons and other elements on a webpage and use the information to optimize your content for a better experience.
2. Test multiple landing pages
With the enhanced link attribution update, you can now test multiple page design and content and gather insightful data on your users. Change your webpage elements like buttons and images and see how many clicks the elements generate. If a particular part of your page is not getting the attention you need, change the content. You can know which elements get the most clicks, distinguish between multiple links on the same page, and get information on other elements such as navigations, menus or buttons driven by JavaScript code.
3. Develop a mobile strategy
Mobile marketing is no longer an option for businesses. With more customers using mobile when looking to purchase items, it is becoming mandatory for companies to have a mobile strategy. The In-Page Analytics link attribution feature can help you optimize your campaigns for the best response. Using different creatives, you can monitor how users are responding to your mobile site or ads and take appropriate steps to improve and optimize their experience for conversions. The Mobile Play Book is a good guide by Google on getting started with mobile marketing.
4. Track and Monitor
Track and monitor user interaction on your site. Check where clicks are coming from and which pages are the most popular with users using Google's Tag Manager. With this information, you can tweak your offer or design to have the most important information on areas that get the most clicks. You can also put crucial information on the pages that are most popular. Tracking and monitoring users on your site helps to understand their behavior and know how to optimize their experience to reach your end goals.
2013 promises to be an exciting year for businesses that track their inbound marketing efforts using In-Page Analytics. With better information on how customers behave on websites, businesses can optimize their content for better conversions.
Image Credit: DigitalRalph