Using Google Analytics to Drive More Sales – Demographics
Using Google Analytics to Drive More Sales –
Let’s discuss how to use demographics data to your benefit. It’s key to know who is responding to your site.
Is it 18-year-olds or 65-year-olds? Men or women or an equal percentage of both?
As we continue this series of blogs, I hope you’ve not only been learning a lot but also putting what you’ve learned into practice.
Ready for more?
Say you’re a Harley Davidson shop. Think about the demographics data there. What age range is likely to buy a Harley? You need to make at least $40,000 a year to get financing, does the typical 18-year-old bring in that kind of cash?
Here’s how to use this data to make your website sell better. Look at the pages per session. Maybe the average page per session is 5.83, but you can see that when people return to your website, they are spending more time than they spent on their first visit. So you decide that you want to market to returning visitors. How do you market to them? By using Remarketing. You can Remarket through either Analytics or Adwords. It is cheap and it is worth it. It can help your bounce rate go down and your time per session go up. When people come back, it is because they are more interested.
When a relevant visitor is on your page, they will leave with a Google placed pixel that will follow them from site to site for the length of time you specify. Google will place your Adwords ads in front of them that entire amount of time. While doing this, Google learns and will give you more data. You will find out which websites they go to and what their interests are. It is clutch for marketing. And it only costs about $3 for 1,000 ads. Why wouldn’t you do that?
Chances are the age range of visitors that don’t come back to your Harley site are 18 – 24 and 25 – 34. When they are on your site, the bounce rate is pretty high. They are not coming back. But if you consider the age ranges 45 – 54 and 55 – 64, the bounce rate would probably be 10% lower. When you look at age and interests together, you have a highly useful report.
The time on site for visitors who are engaged could be a good 6 minutes. For people who may not really want to be there, it would be closer to 3 minutes. This is the kind of demographic data you can use in terms of age and gender.
A tip from the Wizard of Google: Google profiles online mobile usage over time and pieces it together. It is even linked to PayPal. That’s how they come up with demographics.
If you would like more information on Using Google Analytics, contact us at CustomerService.High5@gmail.com. The first consultation is always free.
Next week we discuss Affinity Categories and the surprising data they can contain. Don’t miss out!
Steven Huskey – The Wizard of Google, is the founder and Chief Operations Officer at High 5 Promotions, an Austin-based Internet Marketing and SEO company. You can contact him on Google+, Twitter, and LinkedIn.
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