Google Analytics is a solid free tool from Google, and many marketers only scratch the surface of what this incredible platform can do. By using Analytics strategically, you can design a more effective digital marketing strategy and get more donations online.
Here are 3 Google Analytics tips to do just that:
1. Set up e-commerce tracking
Google Analytics lets you set up ecommerce tracking , which you can use to track every online donation that comes through your site. More importantly, you can track the size of the donation, so you can differentiate recurring $50 monthly gifts from one-time $5 gifts.
Why should you set up ecommerce tracking?
One thing I’ve found in my marketing career phone number library (I’ve been doing SEO for a living since 2015 ) is that what gets measured gets optimized. If you’re primarily measuring rankings, you’ll optimize for rankings. If you’re measuring dollars donated online, you can optimize for that more effectively.
Google Analytics gives you a wealth of data about your users, from their device to their location (down to the city level) to their demographics to what pages they visited and how long they stayed on your site. Imagine being able to see that women donate 18% more than men, or that users in big cities are 27% more likely to make a recurring gift than people in the country. These types of insights can help you optimize your donation funnel, conversion rate optimization compose your target market, and generate (and track) many more donations.
2. Identify high-performing landing pages
Once you have ecommerce tracking set up, you can use the Landing Pages view in Google Analytics (Behavior -> Site Content -> Landing Pages) to identify the landing pages that generate the largest donations. These are the pages that donors land on before they navigate to your site and donate.
Once you have a list of your top 5-10 highest performing landing pages, you can tweak your marketing funnel to send more traffic to those pages. For example, imagine that 23% of your online donations in Q2 2019 came from visitors who came to your site through your blog post about the power of giving. You can increase traffic to that post, lithuania phone number which should increase donations. One way to increase traffic would be to optimize the blog for Search Engine Optimization (SEO). Another way would be to use your Google Ad Grants to drive paid traffic to that page.