How Do You Know How Users Behave On Your Site With Google Analytics

Learn how to detect possible errors on your page to improve the user experience.

- 7 Minutes read

The transition of stores to the Internet has created new opportunities for retailers: analyzing the performance of e-commerce has become a must for retailers. In this sense, the American technology multinational Google, developed in 2005 a software to analyze all aspects of an e-commerce, is what we know as Google Analytics.

Site content

This report has valuable information for your business. It is a list of the pages that have more traffic. This report shows the visits that each page has and the behavior of the users in these.

In general, the page that has more traffic is the main page but it could be that in case of having positioned a keyword with a lot of traffic other pages appear in the first positions.

You should know which pages have more traffic. Once they are detected, you will be able to observe the user behavior metrics such as average time on the page and the bounce rate. There are two possible scenarios:

  • A page with a lot of traffic has a high bounce rate. In this case it is necessary to review the structure of the page and try to modify it to create a better user experience.

  • A page with low traffic shows very good performance metrics. If it is an important page it will be essential to give it more visibility internally using banners and internal links and study the reason for its performance.

You can select through the primary dimension if you want to see the URL, the title of the page in question, or the dimension you choose.

Content drilldown

This report contains the information segmented by subdirectories. In this case it will be possible to see the distribution of the traffic according to the web structure of your e-commerce.

It is advisable to filter the traffic by source/ medium using segments. If we want to analyze what the users captured by LinkedIn visit, the report should be filtered by a segment with the criterion Source →LinkedIn.

Landing pages

This report includes the behavior of the traffic that lands on certain pages of the website. Unlike the “All Pages” report, the “Landing Pages” section only contains metrics related to traffic landing on specific pages, not traffic browsing through them.

The report provides useful tools to analyze organic traffic. You have access to metrics on which pages get the most traffic.


Exit pages

This report contains the pages through which users leave the website. In other words, it is the last page they visit before leaving.

Let’s imagine that you detect that the purchase conditions page has an exit percentage higher than 30%. This means that 3 out of 10 people who visit this page leave the website. By detecting this, it is possible to see what are the improvement possibilities of your website or to detail certain aspects of the purchase to generate confidence in the user.

Site Search

If the search tracking on the website is well configured, you will be able to get information about the use of your ecommerce internal search engine.

These are the unique metrics of these reports:

  • Total unique searches: how many times have they performed a search within your website.

  • Number of result pages viewed / search: these are the search result pages that a user sees for each unique search. This is a useful metric to know the effectiveness of the search engine.

  • Search abandonment: number of unique searches that users perform before leaving the website.

  • Search refinement: tells us how many times a user has performed a search right after they have performed another search.

  • Time after search: average time that users stay after performing a search.

Usage

In this report you can see how many people use the search engine of your page and the behavior of the user.

The results you see on most accounts are similar to the following:

GOOGLE ANALYTICS

Following the example of the screenshot, you can see that the average session length for users who perform a search is eight times higher than users who do not perform a search. Another even more important metric is the conversion rate. It is easy to identify that non-searching users have a conversion rate of only 0.64% while the other user segment is showing a 3.58%.

This example is appropriate to understand the importance of the search engine for any online store. It should also be taken into account that if you create audiences based on the criteria of whether they search or not, it is possible to design a retargeting strategy for users who do not convert.


Search terms

This report contains the search terms used by people visiting your website. It is a report aimed at designing keyword planning for both SEO and PPC.

It can also be a useful report for designing the store’s assortment. Imagine that 10% of the searches contain the name of a product that we do not have. We can estimate the possible sales of a certain product in case you have it in your assortment.

Search pages

This report contains three main dimensions:

  • Search page: this is the page the user was on at the time of the search.

  • Search results page: these are the search results pages. That is to say, the list of products that a user appears when making a search.

  • Viewed results page: it is the landing page the user accesses when clicking on a search result.