Not Using Google Analytics? See What Others Are Doing and Think Again!

In early May, the Google Analytics blog featured a case study by SwellPath highlighting the great improvement equestrian footwear company Ariat saw in its conversion rate after switching to Google Analytics. Ariat had built a new website from the ground up, including the analytics software that it would need to use to understand its sales successes and where it had room for improvement.

SwellPath built a custom reporting strategy for Ariat from the ground up. Using Google Analytics, they were poised to measure the effectiveness of eCommerce product pages, its advertising, social and e-mail campaigns, and its powerful new website. The firm assembled a number of Custom Advanced Segments that worked together to monitor every aspect of its marketing and path to purchase. In addition to the larger goals, it also tracked micro conversions such as e-mail signups, social shares, and outbound clicks to its partners. According to Google Analytics, micro conversions are useful when you’d like to track “actions that may not be a straightforward goal completion.”

Ariat has seen some great improvements thanks to its new tracking insights which allow the company to pinpoint exactly what actions to pursue to increase sales and the effectiveness of their marketing. Their efforts resulted in an increased conversion rate of 14 percent and a decrease in cart abandonment of 18 percent. Nice! Most dramatically, their tweaks caused the conversion rate of their homepage merchandising promotions to shoot up by 80 percent. All of these improvements stemmed from an increased understanding of their customers’ needs, thanks to improving their ability to analyze them with Google Analytics.

See Similar Results: Improve Your Analytics Today!

Ariat’s case was of course a unique one, but such improvements are not entirely out of your reach. If you’re not taking advantage of Google Analytics as your free website analytics tool of choice, it’s time to make the switch. If you’re currently not tracking your website’s visitors and conversions at all, you have no idea what opportunities your business is missing out on.

If you want to find the same types of opportunities as Ariat did, be sure to track each of your campaigns — be they e-mails, display advertisements, social media, or anything else — individually. Create advanced segments in your analytics for each campaign and use Google’s URL Builder to generate tagged URLs based on them.

To better understand how visitors navigate your site, you can create custom event tracking tags so you can tell exactly which features you should be spending time on, such as sorting tools or dynamic homepage content.

Don’t just watch great successes like Ariat’s pass you by — it’s time to take the cue and update your tracking efforts today. Have a success story to share? Leave it in the comments!

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Adrienne Erin is an Internet marketer and blogger who wrote this piece on behalf of CJ Pony, a Mustang parts distributor who has seen similar successes thanks to the advanced tracking capabilities of Google Analytics.

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Not Using Google Analytics? See What Others Are Doing and Think Again!

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