Optimization of WordPress Websites using Google Analytics Data

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Earlier, we wrote about How to install Google Analytics in WordPress Website.Now we are going to tell about using How to use Google Analytics Data.Generally people have idea about Google Analytics is that it tells you how many visitors and page-views you are getting,from where the traffic is coming, and which content is popular on your website. All of that is correct. However, Google Analytics can also provide you information about what users do when they come on your website, which banners or links they click the most, what product placements are working better on your website, which social media campaigns are bringing you more traffic, etc.

Here are a few ways the data found in Google Analytics can help you optimize your WordPress website:

1. Traffic Acquisition Data

The traffic acquisition report in Google Analytics helps you identify where your website traffic is coming from. By understanding how users are finding your website, you can determine which marketing efforts are working and which need assistance within Google Analytics, you can narrow down your traffic by channels, source, and medium.

Channels are how Google Analytics categorizes where your website traffic came from.
Examples of channels include:

  • Social Media
  • Organic Traffic
  • Email Marketing
  • Paid Traffic
  • Referral Traffic
  • Display Advertising
  • Affiliate Marketing

Each channel also has a source. The source indicates where users access your website. For instance, when reviewing the sources for your social media traffic, you may find facebook.com listed as a source.

The medium displays the category of traffic within your sources. An example of a Source/Medium listing would be “google / cpc”. This indicates that a user clicked on a cost-per-click (CPC) ad on Google to access your website.

2. Bounce Rate

In Google Analytics, the bounce rate tells about the percentage of users that visited a single page on your site and exited immediately. Having a high bounce rate is not ideal for a Website. Our Goal is to have users interaction with multiple pages on our website.

Website pages or blog content with a high bounce rate should raise a red flag. Pages with a high bounce rate could have any of the following issues:

  • Irrelevant content
  • Improperly formatted content
  • Slow load times
  • Technical WordPress errors
  • An intrusive user experience

Pages with a low bounce rate have content and imagery that resonate with the target audience, serve a purpose, or answer a question.

One method for determining which designs, copy, or elements of a page receive a low bounce rate is split testing. Split testing allows you to test various elements of a webpage such as a headline, format, and design to see which does better with your target market.

3. Discover the Contents which Produces the Most Traffic

One of the most important benefit of Google Analytics is the ability to identify the content that drives the most traffic to your website.

To find this content, first, set your Google Analytics reports to pull data from a specific time period, such as the last month or last three months. Then, head to the left-hand column of the tool and follow this path : Behavior > Site Content > All Pages. From here, you’ll sort your content by page views in descending order so the most visited content is on top.

This report enables you to see which website pages and blogs are generating the most traffic. You can use the “Secondary Dimension” tool to combine this information with the Source/Medium report and see where traffic for your top performing content is stemming from.

Understanding which content drives the most traffic is an essential part of every WordPress website optimization strategy. When analyzing your top pieces of content and pages, ask yourself:

  • Why is this particular page driving traffic?
  • What aspects of this content work well?
  • Can I draw inspiration from this page for future content?

With this data, you can work to create and promote new content that drives traffic based on the structure and context of your best performing content.

4. Average Pages Per Session and Session Duration

Pages-per-session is a measurement that simply reflects how many pages a visitor loads within one visit to your site. When working to optimize a WordPress website, it is imperative to know how many pages your users engage with on average. The average pages per session metric on Google Analytics tells you exactly that. When you log into Google Analytics, click on Audience followed by Overview to find this data.

Another Google Analytics metric to examine is the average session duration. Session duration is the length of time a user spent performing those actions.Google defines average session duration as the total duration of all sessions (in seconds) divided by the number of sessions. Understanding the average length of all site visits combined gives insight into how your website is performing.

5. Identify Weak Pages

Using the Google Analytics reports and data discussed, you can determine which pages and blog content are not performing well. To review, the following information in Google Analytics will help you discover under-performing content:

  • Pages with high bounce rates
  • Content with little to no traffic
  • Minimal time on site
  • Low average pages per session

Once you find these weak pages, you can work to transform them into optimized, high-performing pages for your website. Optimizing your website pages requires more than adding a few related keywords. To rank on search engines, be shared on social media, and ultimately, drive traffic to your website, your pages and content must meet the following criteria:

  • Boast informative and appealing content relevant to the user’s query or interests
  • Have a user-friendly design, format, and overall experience
  • Offer speedy load times
  • Provide a secure experience for users
  • Use appropriate keywords, titles, and other criteria for SEO

Optimizing Your WordPress Website using the data provided by Google Analytics, you can ensure your WordPress website is fully optimized for maximum online performance.

What information found using Google Analytics do you find to be the most beneficial for your website? Share your experience in the comments below.