No matter your type of business or where its marketing efforts stand, Google Analytics can be an incredibly powerful tool. This post goes over four ways you can use it to improve your business website’s performance. 

Use It to Monitor Bounce Rate

Bounce rate is one notable factor that Google Analytics can keep track of. Put simply, the bounce rate measures how often visitors leave your business’s website after viewing only one page. This can be a marker of whether visitors find your website valuable and interesting or if they are immediately turned off. Visitors who stay on your website longer are much more likely to buy something, so if you notice a high bounce rate for a page, it likely needs work. Google’s guide on tracking bounce rates is available here.

Utilize the Email Feature

According to business expert Neil Patel, one of the most convenient features of Google Analytics is that it can automatically email you relevant reports. Building custom reports and setting up automatic emails that cover them is a huge time saver when compared to manually sifting through Google Analytics. Click here for a rundown from Google on how to utilize this feature.

Pay Attention to On-Site Search Queries

Another Google Analytics tip from Patel is to pay attention to on-site search queries—that is, what visitors to your website search for once they arrive. The queries people type into your website’s search bar can be an invaluable source of information. For instance, if users are consistently searching for a product your business does not yet sell, then beginning to offer that product can be a huge opportunity. Click here for Google’s walkthrough on using this type of report.

Analyze Page Load Speeds

The data from Google Analytics can also be used to identify pages that load slowly. This is important because customers are much less likely to make a purchase if they become tired of waiting for pages on your website to load. You can use this guide to learn how to access the speed-tracking feature.