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Using Google Analytics to Make The Most Of Your Digital Projects

There is a difference between checking website Analytics data and understanding how to effectively use it. When understanding the data, we can only then start to use it to make radical improvements. Turning an acceptable project into a great one.


Some people may see a project life-line to be split into three phases: Discover, Design,  Develop and then launch. But launch is not where it ends, the next project is then moved into the fourth phase: Tweaking and Perfecting. Tweaking and Perfecting is a phase that has no end and consists of tailoring a project to gain the most out of your valued customers.

It is my role here at The Team to construct a user experience that is friendly, accessible, meets business requirements and is custom tailored for each specific project. Throughout the life of a project, different tasks take place using different techniques and tools. One of these tools is Google Analytics, which has many different features that benefit and help to improve a project.

Google was established on 4 September 1998 and rolled out Google Analytics in November 2005. It instantly had a high demand for the service and is now a standard within any digital online project.

Here are a few ways that Google Analytics can help to improve your online project:

Track where users are clicking and flowing through your site

By using tools such as Visitors Flow, Goal Flow and Event Labeling, we are able to gain a clearer understanding of where users are navigating around the site, what elements in the interface are successful and measure which parts of the journey are a success.

The purpose of Analytics is not just to tell us how successful a digital project is, but more importantly to determine what is un-successful. Once the weaknesses have surfaced, the next step is to understand why it is happening and start to find an intelligent solution. Once we have enough information to make a judgment call, we will start to tweak the interface and Journeys to turn a weakness into a strength. To put these improvements into practice, we would often use Google Analytics Experiments to perform A/B Testing and Multi-variant Testing.

Google experiments to test variations of content

Google Experiments is a feature within Analytics that allows us to test different content with different users. The idea is that Page A will have original content in it and Page B will have altered content in it, the purpose is to then distribute both A and B content to different users evenly. Once the data comes back from the two different content types, we can begin to implement changes and improvements that keep up with the latest trends. These amends will take place continually until the project ceases to exist.

Where users originate from and measuring campaign success

Understanding where a user has originated from tells us a lot, we can measure the success of online and offline campaigns and target more valuable users. And understanding the success of a campaign helps us to perform a similar technique Google experiments: once we see where any weakness lies within the campaign, we can start to make amends and improvements to a campaign (example, re-designing PPC banner adverts), to increase the amount of visits while keeping down the bounce rate. If this can be perfected, you will start to hit your target audience and have visits from a more valuable customer.

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