February 20, 2014
In-page analytics is an under-used feature available in Google Analytics that lets you identify the most important areas of your website. With in-page analytics, you can easily find out which links visitors click when they visit your site. Once you are able to identify which parts visitors are viewing or clicking on the most, you can easily change the layout of your site to keep important links in the areas receiving the most traffic. This helps increase your conversions.
Critical Questions Which In-Page Analytics
There are certain critical questions every business owner must ask themselves about their site. The answers can directly impact the performance and the bottom-line of any business. In-page analytics can easily answer these critical questions, thereby helping the business owner in identifying the areas where the maximum focus is required. Some of these questions are discussed below:
- Which areas on my site receive the most clicks?
- Are visitors clicking on my conversion link? (Very important because if they aren’t clicking on the main conversion link, then visitors are nothing more than just a metric).
- Is the layout effective enough to drive conversions?
- Which sections do visitors ignore completely?
- Where are links that generate the most clicks positioned?
Where to Find In-Page Analytics
You can find in-page analytics under the behavior section. This is shown in the screenshot below:
Once, you click on in-page analytics, your website’s home page will display the exact percentage of where users are clicking on your site.
The screenshot below displays the exact percentage of clicks visitors generated on my personal blog:
The in-page displays the following metrics:
- The total page views generated during a time period (this can be set using the date section).
- The unique page views generated in a specified time period.
- The average time on site.
- The average load time in seconds. This is an important metric because Google has started giving more value to page loading time while ranking search results. More information regarding page loading time can be obtained using the page speed insights tool.
- The bounce rate, which is a valuable metric. If users aren’t clicking on most of the links displayed on the Web page, chances are the bounce rate will be on the high side.
- The exit rate mentioning the percentage of people who exited from that particular page.
- The percentage of clicks that visitors clicked on links present on the site. You may also set color for displaying the number of clicks in a visual manner.
The in-page analytics section is critical for increasing the conversion rates on your website. Often, people don’t realize the importance of clicks — and this is when they end up losing customers.
If the in-page analytics section does not load for you, it may be due to browser incompatibilities. In that case, click on ‘load in full view.’
Customizing In-Page Analytics
You can also customize in-page analytics as per your needs. Some of the common forms of customization are explained below:
Setting the Date Range
You may customize data range by clicking on the date panel located on the top right-hand side of your analytics dashboard and choosing your own date range.
Google lets you add special filters to segment your data as per your own needs —like, if you wish to see how visitors react when they come to your site via organic channels. It will also reveal if visitors click on conversion links when they visit via paid channels.
Some Pointers for Effective Analysis
Here are some pointers for you to determine metrics that are critical for increasing the conversion rates.
- Segment the data as per each and every marketing channel you are using to bring visits on your site.
- Prepare separate reports for every channel data. Do not leave direct visits —this can help you in identifying why visitors are coming on your site.
- See the bright spot areas where users are clicking most and learn why they are doing so. Suppose visitors are visiting your landing page via AdWords campaign for “$80 gifts.” On the landing page there are 10 different links for gifts ranging above $80 and the visitors aren’t clicking on them. You must remove those links and replace them with 10 other links for items less than $80. This will help to reduce the bounce rate as well as the exit rate of the site.
- Find out where maximum click happens. If it happens on the top left side of the page, then it is better to put your conversion links there. Carefully check the complete layout of your page before making any changes.
- Identify user behavior once they visit the most linked page on your site. If the exit rate is high, make efforts to reduce that.
These were some of the basics for using in-page analytics to increase the conversion rate of your site. The most important thing to understand is visitors’ purpose in coming to your site. If the visitor gets what he is looking for, every other metric will fall in place correctly.
Joydeep Bhattacharya is an internet marketer and owner of the SEO blog, SEO Sandwitch. He has been associated with SEO, SMO, PPC, ORM and other activities related to online marketing for the past 5 years.