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How to Generate Business Using Google Analytics: Part 1

by Joe Schaefer No Comments April 22, 2011

This is geared towards an agency or freelancer who has a larger set of Analytics profiles to scour through, but even if you have only a few, there’s some good info in this post that can help you generate more projects (or even up-sell on a past project).

First, it’s important to have working knowledge of Google Analytics, but I hope to outline each step in such a way that there isn’t too much of a learning curve to tackle.

PART 1: THE MOBILE WEBSITE UP-SELL

I figured out this gem by looking first for consumer trends in the world of digital. With that said, let’s look at some mobile stats:

1. By the end of 2009, half a billion people accessed the web via a mobile device worldwide. This number and usage is expected to double by 2014 as mobile web access will exceed the PC as the most popular way to access the web.

2. Many mobile web users are mobile-only. In the United States 25% of mobile subscribers are mobile-only accessors to the web.

3. In the US and Europe, 90% of mobile subscribers have Internet access.

More consumers use their mobile phones to access the web through a browser than use an app, despite the media-blitz and perceived popularity of apps.

Most common activities on the mobile web:

  • Mobile Search
  • News & Sports Info
  • Downloading music & video
  • Email
  • IM

See also the source for the above research

The quick and easy process for identifying those past clients who may benefit from having a mobile site starts by accessing Google Analytics and viewing each profile individually.

Look at their traffic historically and segment it by ‘mobile visits’ (there’s a dropdown in the upper right while on the dashboard view of Google Analytics). Make sure you un-check ‘All Visits’.

segment visits

Look to see if there’s healthy volume of mobile access. For example, if after a 1 year period your client got 100 mobile visits, but another got 8,000, the one to investigate further is the latter.

Next, check the overall bounce rate and then the bounce rate for the top performing pages.

If you’re somewhat aware of Google Analytics statistics and definitions, you’ll know that high bounce rates tell you something is wrong. That percentage tells you that your visitor did not find a good experience, nor did they navigate further.

The fact that there is a lot of interest via mobile browser (you can even segment by new and returning visitors) and that traffic has really high bounce rates tells you that there’s a problem. You’re now poised to provide a solution. And, if your a web designer, developer or SEO, you’ve now got the ammo you’ll need to up-sell the client on a new project.

Oh, and the phrase ‘up-sell’ makes me feel like telling you to be a car salesman and sell the driver heated leather seats. So I’d rather call it an ‘opportunity sale’ or ‘problem/solution sale’. Think about it, most people are motivated by purchasing a solution to their problem, so it should be pretty clear. Plus, if the website owner is interested in more conversions, they’re missing out on a whole segment of site visitors.

THE UPWARD MOBILE TREND TECHNIQUE

Another way to look at clients, especially those who might not have a lot of mobile traffic (yet) is to look at the trend of mobile access. If you notice that the traffic graph shows an upward/growing trend for mobile access of a site, this too might be the time to start planning a mobile strategy for a particular website.

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