How to get the most out of Google Analytics

By Ryan Smith on May 25, 2018

Three tips to get you started with Google Analytics.

Since its release in 2005, Google Analytics has fast become the business intelligence software of choice. An estimated 30 to 50 million websites worldwide use it when analysing their organisational performance and customer interactions. With so many businesses turning to this solution, it’s one that you may want to consider if you need a way to really understand how your site’s performing.

Although there are other analytical packages on the market, many choose Google Analytics because it:

  • Is free to use
  • Is easy to use
  • Helps give a sound, factual basis for future financial and business planning
  • Displays data in easy-to-read formats

This is true for all businesses but especially financial services providers. Google Analytics allows you to see which pages on your website customers interact with the most, which in turn tells you how your services can be of interest to them.

For example, do the majority of your visitors go to a page where you offer free tax advice, or are they searching for the term “What is a financial adviser?” and finding you. Once you analyse the data that your website returns, you can effectively divert your resources and marketing efforts to where they are most in demand.

Three tips to get the most out of Google Analytics

Google Analytics is a powerful tool, but most financial services providers and IFAs only scratch the surface of what they can achieve with it. Of course, with clients to see and sector issues such as General Data Protection Regulation (GDPR) to keep up with, this is understandable.

If you want to know a few easy ways to use this software to drive profit and business growth, then read on:

  • Learn to segment – Google Analytics allows you to look at your target audience’s different data trends in isolation. You can segment retired customers by age and learn about the products that they’re most interested in. Invaluable information for the next time that you visit someone in this bracket.
  • Track your email open rates – Email marketing is still very popular in most businesses and can be a great way to let people know about your services and help them with money issues. Google Analytics can track your open rates via the Email Opens tab in the Admin section. Once set up, this can tell you the exact number of people opening your emails. This helps you work out your ROI and adjust and improve your campaigns if needs be.
  • Check out your speed – When it comes to websites, speed is key. Your customers simply will not wait for a slow page on something like mortgage advice to open. If you go to the Site Speed tab in the Behaviour section, then Google Analytics will show you if there are any slow-loading pages that you need to fix.

As you can see, Google Analytics is a very useful piece of business intelligence software for financial services companies. The steady stream of reliable and useful data that it gives on your customer interactions and website performance will make future business decisions and marketing campaign planning easier and more precise.

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