My favorite way to use Google Analytics is to start with a very specific question that I want to answer.
In fact, I recently attended a training about data visualization and the professor/trainer encouraged us to start by determining the important question that we wanted to answer.
“How can I get more visitors to our website” is an important question that you should know how to answer for your nonprofit.
Whether you want to raise more money, collect more email addresses, recruit volunteers or raise awareness – it all starts with getting more website visitors.
Here’s how to use your Google Analytics account to drive more visitors to your nonprofit website.
1. Find out what kind of content your visitors are seeking
In your Google Analytics account, you’ll find this information under Behavior → Site Content → All Pages.
This is the list of pages that get the most overall traffic. Pay special attention to content on the list that is an article, resource or a description of your services.
2. Find out what kind of content your visitors are seeking (part deux)
I also recommend checking out which pages are serving as the “front door” of your website. You’ll find this information under Behavior → Site Content → Landing Pages
This is the list of pages that visitors first see when they arrive on your site. You’ll see that there’s some overlap with the list in step #1, but you will also find some new gems!
3. Find out what kind of content is keeping your visitors engaged
It’s also important that you know which content is popular *and* engaging.
Look at the information in the Time on Page and Bounce Rate columns. Flag the content that has the longest Time on Page and/or the lowest Bounce Rate.
4. Use the information to create and promote more content
Now that you have a sense of what type of content is popular *and* engaging among your visitors, you can invest your time and effort into creating content that covers similar topics or enhances the content you already have.
For example, on this website, the article about “Why Your Nonprofit Shouldn’t Use GoDaddy” stands out because it has both high traffic and a longer than average time on page. I could write a follow up article explaining specific criteria to look for in a domain registrar or a hosting company.
If you’re wondering how to promote your new content, check out your traffic sources. The info is available under Acquisition → Overview.
If you’re not familiar with the meaning and implications of your traffic source pie, make sure you’re on my email list because I’m releasing a brand new resource to help you dive deep into your site’s specific analytics.
P. S. If you’d like one-on-one support for your specific website’s analytics…
Make sure you’re on my email list because next week I’m offering a brand new resource that will help you dive deep into Google Analytics *and* get one-on-one support for your specific website.
