As Google Universal Analytics continues to pick up steam, more and more of our customers are interested in the different ways the tool can be used to benefit their businesses or clients. With so many possibilities, we thought we’d give you three unique ways you can use Universal Analytics to this end.
Tightening up e-commerce
It has always been a goal of ecommerce businesses to gain more insight into how users are interacting on their site. Analytics plays an intricate role in tracking: how well your product pages are received, how user-friendly your product search is, and where in the checkout process your users get stuck or abandon. How do you know which users simply leave your site vs. the ones that pick up the phone to call for more assistance? How do you tie that phone call back to not only the original source of the visit but to the incomplete checkout?
Tracking web Events in Google Universal Analytics is not very different than it was in classic Google Analytics, unless of course you use DialogTech. I won’t turn this post into a tutorial on Event tracking, but lets talk through a basic example:
I have Event tracking on my website for my four-step checkout process, and I notice an uncomfortable percentage of users do not complete page three after completing page two. That data gives me a big clue as to where I might begin addressing a usability issue on my website. With DialogTech’s Universal Analytics integration, I would also be able to see how many of those people picked up the phone and called my business after getting stuck somewhere on page two of my website’s checkout.
Let’s say that person just went ahead and made a purchase on the phone, instead of getting help with their issue and returning to complete the checkout online. I’ve now lost the ability to track that sale to the source of the web visit (which could have been a paid search click). With DialogTech I can see real time data about what marketing source drove the call.
A/B testing for promotions
If you have a promotion for a new product and you are testing different placement locations of the promotion on your homepage using Google Content Experiments, Universal Analytics Call Tracking from DialogTech enables you to use phone calls as the conversion metric to determine your winner. For example, in an industry like home services or real estate, visitors to the website are more likely to first visit your site and then convert into a phone call. DialogTech’s Universal Analytics integration can tie web visits to those phone calls, providing you with the data you need to prove which promotional placement, resulted in the most phone calls to your business.
The same can be said for A/B testing PPC landing pages. Call Tracking with DialogTech has always given you the ability to attribute calls to a paid search campaign, keyword, publisher, etc. Now with our Universal Analytics integration you can use those phone calls to help determine which version of your PPC landing pages perform best for your business. Before, you could track phone calls and you could also get PPC landing page data, but now with Universal Analytics you can do them at the same time. Regardless if you work for an agency or are a small business owner, this type of conversion data is priceless if you can save some of those precious advertising dollars.
More and more direct response professionals are sending viewers of their television advertisements to a specialized URL in an effort to track online purchases back to the TV ad. However, they are losing attribution to the TV ad when that viewer picks up the phone and calls. Oftentimes the web gets the credit for that lead, because the user left the specified landing page and navigated to the main website. In this case, the ROI data for the TV ad becomes skewed. With call tracking phone numbers placed on the page of that specialized URL, and the help of Universal Analytics, you can tie that website to the calls made anywhere during the purchase process, closing the loop between that offline lead source, the online visit, and finally the call.
These are just three examples of the way Google Universal Analytics can be used to beef up your marketing data. Have more use cases? Leave them in the comments. Want to learn more? Watch this free webinar to see Universal Analytics in action.