You have probably heard about this analytic tool. Everyone can access to it freely. For some of us, it seems to be the “black beast”. This is time to demystify it! In a first glance, for sure, we can be afraid… But don’t panic! I will prove that this tool can be easily managed by everyone.
Even if we all agree that the tool is powerful, seriously, Google: why the interface is so much “none-user-friendly”. Frankly speaking, a lot of beautiful dashboards exist (I don’t want debate… And by the way, as a first-hand information, Google will revamp the interface!)
Any way. Believe me, this tool worth a visit. Why?
5 ways to analyse relevantly your data
Because data is precious! Yes, to my opinion, here are the main features:
1. Understand the impact of our communication actions
We often spend time to create amazing Facebook posts, send truly beautiful newsletters or even write articles that torn up. However, what the actual ROI of these frantic online endeavours? Google Analytics allows you to analyse which actions & channels are the most efficient and bring traffic to the website.
In this example (accessible from “Audience > Overview”), we realized a newsletter announcing the new website. The number of visits grows up suddenly during the same date. No doubt: the communication with the newsletter was successful (with more than 50% of open rate).
2. Better know your visitors
Into GA, it’s possible to analyse the profile of your visitor. Demographic data, interests, behaviour, …
This information allows to understand which type of person you reach. First, to adapt the communication to the core target. Second, it may allow to realise that the targeting is not efficient. And maybe this information should lead to re-define the strategy to better qualify your marketing campaigns.
3. Understand the user journey
Another interesting tab is « behaviour ». This data allows you to visualize the user journey of your visitors: what are the different stages of the navigation (Homepage > Blog > Article 1…)? At which moment the visitor leaves your website? (…)
Finally, what type of information do we collect? Here, we can easily interpret the data. It’s interesting to identify pages where we lose a lot of traffic but also trying to understand what are the reasons.
In the example of e-commerce, the pattern of all websites is really similar. Indeed, many people leave the website at the payment stage when they discover the shipping costs.
4. Identify the different entry points of the website
Directly linked to the first point (impact of communication actions), it’s interesting to know how people arrive on your website and also where.
It could be thanks to Facebook, where you shared your blog articles, the Google search bar (if you optimized correctly your SEO) or even a direct access (when people are directly typing the URL).
5. Measure your ROI on Adwords campaign
SEA campaigns on Google are connected with GA tool. When you are selling something on your website (e-commerce website, selling services, or even direct contact…), this is interesting to calculate his ROI (Return On Investment) and analyse your paying campaigns to identify if it brings money or not.
I asked Alexandra, co-founder of desfoutas.com, to share with us the analytics of this e-commerce website.
In this screenshot, we can analyse which Multi-channel is the most efficient in terms of conversion. In this case, among the visitors who click on a paid search (with Google Adwords) convert around 41% of the total number of people who finally buy the product. This means that almost half of the turnover comes from paid search! At the contrary, social network conversion is quite low compared to other acquisition channel. Even if this brings an incommensurable values with awareness and word of mouth.
To go further
- Have a look on Google Tutorial!
Google suggests some videos on the Analytics Academy platform. If you want to know more, you can follow these tutorials (plan between 4 and 6 hours).
If you want to put this skills on your resume or even your Linkedin profile, Google proposes a free certification thanks to an online-test. You can also check the preparation guide to make sure you are totally ready!
I hope you have found this piece helpful and I encourage you to interact with me through the comments section. I’ll be more than happy to answer your questions
User friendly, mobile first, User eXperience (commonly called UX) … Many terms we are using in our Web Marketing Jargon. You certainly have seen these terms on your twitter feeds or even on digital blogs. Why UX is also trendy? Probably because Businesses just realized that they need to be user-centric: being only business-centric is not an option anymore.
In this new digital era, we need to differentiate ourselves, especially on the Internet where thousands of webpages and apps are created and screened every day. To do so, BtoB or BtoC companies need to bring satisfaction to their customers. And user experience is all about that: improve the level of satisfaction for each touch point of the brand or the business.
And one of the many topics we need to look at is to have a good User Interaction (also call UI), whatever the device we use.
How can we make the difference between an App, a Website and a mobile website?
One key point we need to clarify: a mobile website is not an App! With all this jargon, a concrete example will be the best way to explain it. Let’s have a look to the case of Airbnb.
In this example, Airbnb created a dedicated App we can upload on App Store or Play Store (according your smartphone, iPhone or Android). All the content and the interface is completely different compared to the desktop website.
On the other hand, Airbnb developed a website, available on laptop, and they adapted the web design according to the device: tablet, mobile or PC. These two interfaces (computer and mobile version) look quite similar, but the menu and the structure are finally different. The mobile website is completely adapted to the mobile usage.
What are the differences between “mobile first” and “mobile friendly”
The term “Mobile friendly” is generally associated with a website well-designed for a mobile device. Actually, the website interface has to respect responsive design principles in order to structure the content and allow simple and comfortable navigation.
Mobile first & friendly are both about usability and readability. The difference is about the design process:
- Mobile friendly is the original website which adapts the interface according to the device. As a starting point, the website was initially designed for a desktop and the display looks different
- Mobile first is a dedicated website, completely designed for mobiles. This is mainly a content strategy approach, allowing to adapt the structure and the amount of information according to a mobile usage.
From the Airbnb example, the computer website and the mobile website have a similar Look and Feel, but the main menu has been minified and adjusted according to the device. This is what we call a mobile-first website.
Why websites should be all mobile-friendly?
Mobile usage is still growing!
Nothing new: smartphones are our new “handy”, as German called it. It allows us to be connected everywhere in (almost) any circumstances! According to Global Web Index, mobiles are performing better than laptops in some online activities (chat, social network etc.)
It’s good for your SEO
That is a point we should not neglect: among the many Google Bot criteria, the responsiveness of the website is an important element.
Why? Because the Google algorithm & SEO are all about user-experience. It’s actually quite simple: a good SEO is a content designed for users, with a content hierarchy, good key words and titles, clear URLs, optimization and readability!
[#TOOLS] How to check if your site is mobile-friendly?
Don’t hesitate to share your tools in comments 😉
The most efficient insight come from a user point of view. A simple test on the right device is essential. We can also put in place different user tests, such as guerrilla testing, to make sure that the navigation is intuitive.
Leveraging mobile for you web strategy: definitely worth considering
Web strategy is a complex environment: usage is different, devices are different, customers and behaviour are different. But mobile trend is absolute and a cross-device strategy need to be implemented.
To know more about mobile:
Would you like to create your own image? You are a beginner on social media and you want to increase the impact of your pots? So let’s discover how to create powerful visuals!
It’s quite well known: visual content is a strong leverage. It boosts considerably the number of views & the number of clicks on social media. According to a Quick Sprout survey, “content with relevant images gets 94% more views than content without”. So, no doubt about that, we have to create powerful images. And to do so, I will give you a couple of tips & tools! [Read the article in french]
TIP #1: Create a visual adapted to your main objective
First of all, your choice of visual content has to be relevant and be strategically chosen. It’s a first step in marketing to remove and catch the attention.
We can choose many types of visual content, but it has to fit with the context and the final objective: Informative? Eye-catching? Illustrative? Emotional? …
Here there are some types of visual content and examples. For sure, this list is not exhaustive and doesn’t illustrate all situations, but it allows to understand the differences between the different types of visuals:
- Creative photography, to illustrate the goal and retain the attention
- Screenshots to help users to better understand a software or a webpage
- Infographics & graphs to give information on a visual and synthetic way
- Memes or GIF to customize the content for a funny situation
- And even videos and more specific contents to be more exhaustive (video clip, conference, tutorial etc.)
No matter the type of visual we choose, the main common point is that it delivers a message. And this message come out with the objective: get some news, promote a product, tell a story, share an emotion…
TIP #2: Find qualitative photography
At the very first step, finding an image on the Internet does not seem so tricky. But unfortunately, this is one point we need to pay a particular attention.
- First, we need to be careful about the license and the copyrighting issues: legal issues are taken very seriously on the internet and penalties can be very high. The best is to find photos under the creative commons Zero licence.
- Second, the image need to be high quality: avoid blurred or pixelated pictures. In the meantime, especially on website, pay attention to the size of the picture to prevent over-loading.
To have qualitative image and free to use, here are 3 possibilities:
- Look for images Free to Use on dedicated websites: Negative Space (Creative Commons as well), Pexel (creative commons Zero License), Food Shot (creative commons, specific to food photos), ISO republic (free to use for personal and commercial projects) & more… To get qualitative photos free to use, there is plenty of websites for that. If you have some to share, don’t hesitate to put your tips in comment 😉
- You may also buy some pictures on bank images such as Shutterstock or IStock, but it can rapidly cost a lot.
- And the best solution: taking your own pictures with smartphones or camera
[Tips] Check the “license” mentioned in the website to make sure that using these pictures are allowed.
On the left: a qualitative image; on the right a blurred pictures
TIP #3: Design your visual with trendy typographies
As we mentioned at the very first point, there is often a message. To do that, we can simply add text on your image that you carefully choose before.
Here again, there are some websites you can check to renew you typography libraries: Dafont, Google Font or even Font Squirrel.
[Tips] Do not overlook the readability of the typography, we have to keep in mind the main objective: communicate a clear message to our audience.
Try to take a step back and answer to this simple question: which message is readable at first glance? & please forget the famous “Comic Sans Ms” and use a trendy one to differentiate yourself and be more professional (without mistakes!).
TIP #4: Do not choose your colour by chance
You probably know that: all colours have meanings. Through colours, you communicate some information such as values, personality or even mood. To be more visual, I created a quick infographics to better illustrate the subject. N.B: colours have different meaning according to the geographic location and the culture. Please notice that this infographics is not exhaustive.
Other sources to go deeper in this specific topic:
TIP #5: use adapted tools
Many tools are available online or offline. For professional of art design, I would recommend for sure Photoshop & Illustrator. But for beginners, I would recommend to use more common tools:
- Power point can be a good alternative. We can easily manage the main features of a design tool: alignment, superposition, basic shapes etc.
- Capture which is really useful to create beautiful screenshots
- Canva is a design program which allows anyone to become a designer. Really easy to use, it proposes some layouts already implemented and key features for photo editing, infographics, brochures & more
Some others free tools are available on the internet, if you want to check on this article & if you want to recommend some, put in comments your own tips!
I hope this article was useful for you. For sure, if you communicate on the internet, you will probably or you already need to create your own visuals. But as a final tips, I would say that the most powerful visual is certainly created by professionals from communication & graphic design. So, if you have a professional need, don’t hesitate to work with experts in order to create the best visuals and reach your objectives.
See you soon 😉