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[MUSIC PLAYING] Now that we know who our audience is and where they're coming from, it's time to get a better understanding of how they're interacting on our website. The behavior reports in Google Analytics do exactly this. Here, we can see where they're looking, how much time they're spending on these pages, where they're leaving, and what's of most interest here. The Behavior Flow report allows us to see what the most popular paths are that users take throughout our site.
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This can be tremendously helpful in figuring out where we should be enhancing or improving our marketing efforts as well as easing any restrictions that users might be coming up against in their purchasing experience. The Site Content report offers three ways to explore the data. One, that all pages report tells us what our most popular pages are on the website regardless of when they're viewed within the user's visit.
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It could be the first page, the second page, or the last page. Doesn't matter they all get counted as page views. So this can be really helpful in figuring out where we should prioritize our content and what is of most interest to our users. The Landing Page report tells us what pages people are arriving to our website from the most. Well, often than not, we'll see that the home page is our top landing page, but you can also find other opportunities where people are getting to our website.
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This can tell us how well our SEO is performing based on what pages are bringing traffic there or if social media campaigns or ad campaigns are proving effective. The Exit Page report is pretty self-explanatory. In case you don't know, it is the report that tells us where people are leaving or ending their visit from our website. Ideally, in a perfect world, that will always be the thank you page after a checkout, but often, probably 90% of the time, it's not that.
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So here, we can get a better understanding of where people are leaving our site. If we see that checkout pages have a high exit rate, then maybe we need to re-examine our purchasing steps there. We can also see where people are finding their information and deciding that they don't need to go any further. So looking at the exit reports can be very helpful in determining content, as well as potentially any hurdles or roadblocks that they're experiencing in their visit.
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The Site Speed report on the surface looks really promising. But in reality, it doesn't give us a full or fair view of the page speed on our website. This isn't really a fair assessment of your overall page speed or site speed because it doesn't take into account the whole spectrum of users visiting your website.
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So if you're going to use this report, please take it with a grain of salt and maybe collaborate or use it in conjunction with Google's Lighthouse data or any third party page speed checkers. This data is largely incomplete and could send you down the wrong path of trying to optimize too much. The Site Search report is an amazing opportunity and great insight into what people are actually curious about on your website.
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Beyond understanding what pages they're viewing and content they're engaging with we can actually see what they actually want to find on your website. Here, we can see the most search for terms within the website and figure out how and where they're going after that. If you're looking at your search term report here, you can see where and what people are searching for and curious about on your website.
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If you see a term in this site search that comes up frequently, but you don't have a piece of content for it, it might be a great opportunity for you to create that piece, or alternatively, if you see something that is searched for quite often, maybe you need to have a more prominently focused on your home page. These are two opportunities that will allow you to better communicate and better connect with your customers, and hopefully, lead you to better returns on your revenue and investment.
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The Search Pages report tells us where people are conducting these searches. This can be really helpful in better understanding words and potential roadblocks or where your users might be getting frustrated in their purchase experience. If they're on a page and can't find what they're looking for, they're going to results of that site search feature and try and find what they're looking for much faster.
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So if you're seeing patterns where people are resulting to the search on a specific page. It might be an opportunity to include more information or clear navigation on that page for your users. Last section of reports that we're going to talk about here, it's the Conversion reports. For every business owner and website manager, these are the reports that tell us how effective our website is in generating revenue and getting people on our website sites to take the actions that you want them to take.
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First section is the goal section. We're going to talk about the goals and how to set them up a little later in this course. But here, we can see how many people are completing the goals that we want them to take on our website. The Reverse Goal Path report helps you work backwards from your end goal and see where the different steps are that user took to get it.
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The funnel visualization is a visual representation of your path to purchase funnel. You'll have to set this up manually, which we'll talk about later in the course. Let me show you how you can see where your users are entering and falling out of your cells and purchase. Your Goal Flow report is very similar to the behavior flow report that I showed you earlier, but this is geared only towards seeing the users that complete a goal.
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If you don't have a consistent path to completing that goal, such as something like a newsletter signup or downloading a PDF, you might want to consider having a goal flow to see what the most common pages are in that experience that lead to that conversion. This can be tremendously helpful in figuring out where you should optimize your pages to lead to more sales and conversions.
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The Ecommerce reports are probably the main reason why 90% of us are all here. We want to know how much revenue we're generating, what products are selling the best, and how it all fits into the marketing. Here, we can see how many sales we've had, how much your average orders are, and what products are selling the most. You can also break it down into a huge variety of other ways, which we'll get into later in the course.
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If you've activated enhanced ecommerce on your website, you are given access to even more detailed reports in Google Analytics. One of those reports is the shopping behavior report. Here, we can see where we're losing our customers or potential customers more accurately. This one will tell us what people are doing of our website that might lead them towards adding something to their cart or eventually making a purchase.
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The Checkout report shows us how many People are making it to the checkout process from all of our total visitors. And the Product Performance report is not unlike the Shopify dashboard in your admin panel. Here, we can see what your top products are, how much revenue they're generating, and the quantity of orders that they've received. We can also slice and dice this data in a variety of ways that will make it more impactful and useful for us down the road, but we'll get into this a little bit later in the course.
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