The web is growing by leaps and bounds every day. As a new website owner, you’re probably already aware that there is no magic bullet that rockets you to the top of the popularity list. However, there are lots of little bullets that make for a successful website launch. I’m a firm believer that you need to be paying attention to analytics data right from the moment your website launches.
While the data may not be “statistically significant” compared to several months worth of analytics, it can still start to point out strengths or deficiencies in your marketing strategy. Here’s how:
Using Google Analytics Advanced Segments to Get Smarter about Your Business
First off, we need to be sure to have Google Analytics installed. Preferably, you’ll want the new asynchronous tracking code so that you’re not slowing down your website (if you need help with this, please reach out and Contact Us).
Once that’s done successfully, we need to take advantage of a feature in Google Analytics called Advanced Segments. What these do is allow us to look at portions of our visitors that meet certain criteria. Literally, there’s no limit to how deep you can segment. If you just want to see visitors from Rochester, NY that got to your site through Facebook on an iPad, you can do that.
At the time of a new website launch, which of these segments might mean something to us immediately?
2 Advanced Google Analytics Segments for New Websites
Social Media And New Website Growth
Aside from Pay Per Click advertising, utilizing Social Media can be one of the fastest ways to get the word out about your new website. Facebook, Twitter, BizSugar, Digg, and countless others all allow the general public to share the news about your store or service.
We can set up a Advanced Segment in Google Analytics to find out what those people are doing once they get to your site.
Here’s the parameters I have set up for Level Analytics:
From here, we can see ONLY traffic that comes from the social media sites we want to track. If you’re using Twitter or Facebook a lot during your launch, perhaps just include those 2. You’ll know where you’re investing your time and money, so you’ll know what to include in the Advanced Segment.
When you apply this Advanced Segment, you’ll be able to see important web metrics for just those people that you want to see, rather than everybody that visited your site. This is important for ROI tracking, as well as measuring the overall effectiveness of your social media efforts.
Deep Visits: Separate The Window Shoppers From The Customers
The human race can be a curious lot. They hear about something new, and generally speaking, they will check it out.
To that end, I recommend setting up a Deep Visits segment. Here, we can look at people that looked at 3 or more pages when they arrived. The importance here is in segmenting out who might be genuinely interested in your company, as opposed to just dropping by because someone told them about the site.
This is critically important if you have your Goals set up in Google Analytics. It’s true throughout the life cycle of your web site, but especially so at launch. We don’t want to be making business decisions simply based on a bounce rate in the first month our site is live (NOTE: I would NOT include PPC in that statement, especially if it’s product driven). However, we should be taking a look at people that are intrigued by our service or product set.
These are the folks we need to understand. These are the key visits that will drive revenue for us in the future.
Don’t focus exclusively in hard dollar business outcomes through these two segments. Both Advanced Segments detailed above will give us insight into how we can IMPROVE those hard dollar business outcomes. So set your website goals in Google Analytics, and then segment, segment, segment. In the long run, you’ll be a smarter, faster business owner.