Heres a simple and quick 'how to'.
The standard way to benchmark your traffic to your website using Google Analytics, is to find the average conversion on your website. This will allow you then to judge the quality of the web traffic coming from different sources - some you will have paid for no doubt.
In your Google Analytics account, go to Acquisition> all traffic> channels.
Now you will see a list of all traffic channels coming into your site.
Now, look at the conversion rate column. It’s at the top on the right of the figures chart. You will see your sites percentage average conversion rate. This is a key piece of info that will allow you to see what is performing well (above average) and badly (below average).
Now, sort these traffic sources by clicking on the conversion rate header.
You will now have a ranking of your traffic sources by conversion rate. You will see that some traffic channels convert at vastly different rates compared to others.
Identify the good performers that have a conversion rate higher than your website average and then increase the volume of traffic from these sources as that will increase your ROI.
Identify the bad performers that have a lower conversion rate. You need to improve the quality of your 'bad' traffic - if you are paying for it, then have a look at exactly what you are paying for and tighten this up. This will improve your conversion rate and your ROI.
Most website performance problems exists outside the site - by the way the traffic is generated to the site. Fixing this if you can, will quickly and dramatically improve your website performance against the goal you have set in Google Analytics.
By looking at your websites traffic data in Google Analytics, you can improve your ROI by focusing on:
1. Improving the conversion rate of your largest volume traffic sources such as ‘organic’ traffic that perform under your site average.
2. Putting more resources behind the traffic sources that are working well.
3. Check your bounce rate at the same time…is it worse for some traffic sources than others?
Hope thats useful
Rickard is a Founder of Needl Analytics Ltd and an experienced data analyst living and working in Sweden. Along with the team at Needl Analytics, Rickard is building a Virtual Analyst tool that will automate a comprehensive analysis of your Google Analytics data in minutes and provide you with a To-Do-List of actionable conclusions. We are looking for people to try the beta http://needlanalytics.com