Google Analytics in Real Life: What would your customer experience look like?

Thursday, December 13, 2012 | 6:33 AM

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With the holiday shopping season in full swing, it’s important to ensure your website and digital marketing are running on all cylinders. Your potential customers should be able to find what they need on the digital shelf as easily as in real life. Sadly, many sites leave visitors frustrated - losing potential customers. However, the advantage of your online storefront is that you can understand where you’re losing customers and work to improve your shopping experience.

For the holiday season, our team at Google Analytics thought it would be helpful (and fun) to demonstrate how missteps on the digital shelf play out in real life.

What’s distracting your customers?
Have you accidently placed obstacles directly in the path of your customers buying what they really want on your site? Watch Nick's journey to finding what he wants. Play Video
Improvement Tip: 
Always make sure your landing pages meet your users' expectations. Be sure your ad text leads visitors to a page that matches what was featured in the ad. Here is a helpful article on ways to improve the performance of your landing pages.

How can it be so challenging to find your favorite type of milk?  
Are you making it difficult for users to browse or search your site by the way you categorize your products? Watch as Oli struggles to find his breakfast essentials. Play Video 
Improvement Tip:  
A search box can be a goldmine of information because each time visitors search your site, they tell you in their own words what they are looking for. Here is an article on insights available from your Google Analytics Site Search reports to learn what your visitors want so you can improve your website to better meet those needs.

When do visitors check out from your online buying process? 
We shared this last year, but it’s too much fun not to share again. Great example of the importance of having a simple easy to use checkout process on your website. Watch for the humor, stay for the insights.  Play Video
Improvement Tip: 
Are there some product pages that consistently send higher traffic through your shopping cart than others? See if there are differences between the page designs that might be driving the difference in traffic volume. Do the better performing pages offer more information about their products, more customer reviews, explain shipping options or provide more options for visualizing the products before adding them to the shopping cart? The Google Analytics goal flow visualization can help to identify these better performing pages to repeat their success.

Ready to learn more about how to improve your online customer experiences? Check out these Google Analytics resources:
 - Article: Improve the performance of your landing pages
 - 5 questions to ask of your Site Search data
 - Understand the path or missteps visitors take to completing your goals with flow analysis

We hope this helps you to find more way to use Google Analytics to make your customers' lives easier, and generate more happy and loyal customers for you - now that’s a holiday present worth giving.

Posted by Clancy Childs, Google Analytics Product Manager
& Jon Day, Google Product Marketing Manager