If you run a website, it’s critical that you know your website’s audience. A target group can include many different factors, aspects and elements. It is important that you have an overview of who is actually reading my content? Are they female school teachers who have two children, started a family and finished primary school or are they men who work mainly in the IT and telecommunications sector and have two children.
The point of doing a target audience analysis is to be as specific – while having an overall view – as possible, because then you KNOW your target audience. It makes your job easier because you know what content to share with your visitors and your marketing is sharper and more precise.
Understand your website audience: gender and age
When you are in the Gender report, add a dimension “age”. Here you can see which gender and age group generates the most traffic (based on users) and revenue. Remember that this information that Google Analytics collects from users, in terms of age and gender, is collected from users’ behaviour on the website, and not because Google knows for sure. Google makes estimates and calculates in approximate numbers.
Understand your audience: browser
It’s important to know which browser your visitors are using when they land on your website and convert. This allows you to target your ads to specific browsers.
Understand your audience: channels and landing pages
When you are in Channels, press the “Pie chart” button (marked in the picture below). From here you can see which channels attract the most traffic. In this case it is Organic Search.
Now that we know which channel attracts the most traffic, we can go a little deeper into that channel. Now go to Behavior -> Site Content -> Landing Pages.
Because Organic Search was the channel that attracted the most traffic to the website, you need to REMEMBER to segment the Landing Pages report based on “Organic traffic”. Now the report shows which landing pages users reach through Organic traffic.
Understanding your website audience: social media and landing pages
It is relevant and useful to know which and how many times visitors land on our landing pages through social media marketing. You can find out by going to “Channels” and pressing “social”.
Now you are in the Channels report. You want to find out which landing pages visitors end up on through social media platforms. Press “Social”.
After tapping on “Social”, you will see a list of platforms: Facebook, Youtube, Twitter, etc. Then press “Pivot” (marked in the picture). Then “Pivot to: landing page” (marked at the bottom of the picture). Now you can see how many times users come to a particular landing page via a particular social media platform. For example, “Youtube” attracts 3,523 users to the landing page “1. /google+redesing/shop+by+brand/youtube” and 170 users to “2. /home”.
Where were your visitors before they landed on your site?
Sometimes your website audience can tell you a lot about what types of visitors land on your site and how they got there.
This can be quite valuable information if, for example, the majority of your visitors come to your website organically. This indicates that SEO – and possibly Google Ads – are two marketing channels you should invest more time in, because your visitors find your site from Google search results. So you know you need to focus more on these two platforms to get better results.
The image below is an example of what it might look like once you have opened the “Landing Pages” report. The important thing to note is that you need to add a secondary dimension “source/medium” to find out where your visitors are coming from. The Landing Pages report opens by default without “source/medium”, and only shows how each individual landing page performs. Therefore, if you do not add “source/medium”, you will not be able to see which media channels perform best for your website.
It is important that you have collected enough data to conclude whether the answer lies in SEO, Google Ads, Facebook, Email, in order to attract more customers/leads. As shown in the image below, it is clear that based on this available data, there is not enough data to conclude which marketing channels contribute to the highest ROI. It is important to have a sufficient amount of data to be able to conclude which media and landing pages perform best.
How can you use this knowledge?
It’s important to know where your visitors are landing from. The reason why you MUST know this is that then you have an insight into where your customers/visitors are coming from and thus you can focus more on that medium. In addition, the report also shows the landing page. The landing pages that perform well you should try to emulate and make something similar. If your website has certain landing pages that show positive numbers. Then try to do something similar, because they have shown that your visitors find the landing pages appealing.